LEGO’s Approach to Customer-orientation

Everyone knows or has heard of the colorful bricks that can be combined to form all sorts of shapes, figures and creative constructions. The LEGO toy brick have been and still is a cornerstone in children’s education and play, and has been acclaimed “Toy of the Century” by Fortune Magazine in this millennium.

The LEGO Group which is a private held company based in Billund, Denmark, is still owned by the Kirk Kristiansen family, who established LEGO in 1932. Today LEGO has approx. 10.000 employees who provide toys and other teaching materials in more than 130 countries (LEGO website). The name LEGO comes from combining the two first letters in LEG GODT, in English “Play Well”, and also happens to mean “I put together” in Latin.

The LEGO group is a very innovative company, with a keen focus on following the pace of the market and developing tomorrow’s products. The rage of products has expanded to suit a greater variety of ages. Products such as Duplo, Lego, Lego Techno and LEGO MINDSTORMS, as well as LEGO’s recently developed online environments, where people can create avatars, interact, share information and get inspired. Platforms and forums for social medias increases as well, digital play experiences as well as a new concept called LEGO Design byME, allowing consumers to put together virtual Lego models on their computers with the option of buying them.

This article gives you a short insight into how LEGO focus on and interact with consumers to develop future product and services in line with consumer needs, preferences and interests. LEGO is an interesting example because LEGO.com currently ranks as the No. 1 family and children website, underlining there success in creating an online environment for their target groups.

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SAP Provides CRM but Don’t They Need it?

 “And everyone at SAP knows that if customers love you everything else takes care of itself,” Co-Ceo Bill McDermott told reporters in a first public appearance with his counterpart Jim Hagemann Snabe at a news conference at the CeBit trade fair.

In addition to SAP CRM (Customer Relationship Management), their products offerings consist of SAP ERP (Enterprise Resource Planning), PLM (Product Lifecycle Management), SCM (Supply Chain Management), and many others. Particularly, SAP’s CRM system helps companies by giving them a single view of each customer where they can arrange their information ahead of sales, marketing, and services to their network. SAP believes that in our competitive business world, companies who have a competitive advantage are the companies which are customer oriented and giving their full focus on their customer’s satisfaction. “Delivering an outstanding customer experience is key to setting yourself apart from the pack.” Also according to SAP, “Companies seek to retain their best customers and maximize the effectiveness of every customer interaction – whether it’s sales, service, or marketing.”

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