You’ve got a new email from … Sensei Wu


There are many stories of bad customer service and in social media in particular, stories of brands treating their customers less than ideally persists as  a hot topic. However it’s always worth noting when the opposite happens  – when a brand proves that it is able to provide excellent service to its customers in a way that goes above and beyond.

Recently LEGO demonstrated that the key to successful customer service lies in building personal relationships with customers. Not exactly the newest approach, but the simple things can go a remarkably long way, and when a brand gets a bit more creative, they can also gain great PR and national press coverage.

When seven-year-old Luka Apps lost his new LEGO figure Jay ZX, he decided to write a letter to the customer services at LEGO seeking a replacement. And he got a great response.

Luka Apps (Credit:

Luka Apps (Credit:

This is what he wrote:


My name is Luka Apps and I am seven years old.

With all my money I got for Christmas I bought the Ninjago kit of the Ultrasonic Raider. The number is 9449. It is really good.

My Daddy just took me to Sainsburys and told me to leave the people at home but I took them and I lost Jay ZX at the shop as it fell out of my coat.

I am really upset I have lost him. Daddy said to send you a email to see if you will send me another one.

I promise I won’t take him to the shop again if you can.

– Luka

Now let’s look at the reply he received from Richard, a LEGO customer service representative:

 Luka, I told Sensei Wu that losing your Jay minifigure was purely an accident and that you would never ever ever let it happen ever again.

He told me to tell you, “Luka, your father seems like a very wise man. You must always protect your Ninjago minifigures like the dragons protect the Weapons of Spinjitzu!”

Sensei Wu also told me it was okay if I sent you a new Jay and told me it would be okay if I included something extra for you because anyone that saves their Christmas money to buy the Ultrasonic Raider must be a really big Ninjago fan.

So, I hope you enjoy your Jay minifigure with all his weapons. You will actually have the only Jay minifigure that combines 3 different Jays into one! I am also going to send you a bad guy for him to fight!

Just remember, what Sensei Wu said: keep your minifigures protected like the Weapons of Spinjitzu! And of course, always listen to your dad.

A great response. So simple, yet still not enough brands use any kind of personalised voice in customer correspondence. Too often they use email templates and send those generic messages or automatic responses. And while I’m not arguing for each brand’s voice to change to a ‘Sensei Wu’, things can get much more interesting, and results even better,  if brands just get a little more creative with their customer service.

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