Remember when you were 7-years-old, waiting all year for Christmas to come, because when it did, you just might be getting the coolest-ever, most-enviable, life-changing toy you could ever imagine? In the case of Luka Apps, this toy (a term that is surely a gross understatement to him) was the LEGO Ninjago minifigures kit. And he didn’t just receive these tiny wonders for Christmas; he actually spent all of his Christmas money on them. So, again, imagine being a 7-year-old boy and losing (yes, losing!) one of these tiny treasures just days after purchasing them. Heartbreaking.

What could possibly be done?

Prompted by sage advice from his father, Luka emailed LEGO and asked quite politely if they would be willing to replace his minifigure. The response he got was, no doubt, mind-blowing. Richard, a customer service representative at LEGO, wrote back with a personal message from Sensei Wu (a master from the Ninjago line) himself, letting Luka know that all is forgiven and a new figure, plus something extra, was on the way. (To fully appreciate Richard’s commitment to this kind-hearted ruse, read the full response.)

So, what can we learn from this? Give your brand/product a lot of credit. I get the feeling that everyone at LEGO is just as fired up about the Ninjago line as Luka, and it’s absolutely true that best customer service begins with believing in your brand enough to assume it could, as in the case of Luka, have an immense impact on your customer’s life. So, even if it feels a little melodramatic to think that a life (or at the very least, a Christmas) could be ruined by some flub with your product or service, just go with it. (But maybe don’t make this assumption out loud…)

Is it easier to do this when your customers are wide-eyed, enthusiastic children who can barely stand to go to sleep because it means they have to stop using your product? Sure it is. But in some way, we can all apply this concept to our customer interactions.

The nitty-gritty

Customer service, when it’s really good (when it makes a difference and results in brand loyalty), is – if nothing else – sincere and thoughtful. It’s not a script that’s read over the phone; it’s not a canned response or a coupon toward your next purchase. It requires actual listening and understanding. And perhaps if we all had the perspective that our product or service was as important to our customers as a LEGO figure was to Luka, we’d go a little bit further to make our customers happy. Personally, I’m praying that the folks at Comcast catch wind of this story.