Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Ambassadors
September 29, 2010
Conny Kalcher
Vice President Consumer Experiences
Peggy Conley
Director Consumer Insights
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8,000 employees
One Brand
Company
15000
One Industry
One mother Brand
with sub-brands
11250
7500
Toy
Industry
Wood &
Plastic
3750
Toy Industry
Wood Material
0
1932
1936
1940
1944
1948
1952
1956
1960
1964
1968
1972
05
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1976
1980
1984
1988
1992
1996
2000
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Agenda
LEGO Company
Know Me and Show Me
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1:1
Richard James - AFOL
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Involved
Engaged
beyond
the brick
Engaged
with
the toy
Still
interested?
Lead
Users
Define critical
high value
segments
in each layer
and differentiate
the experience
1:1
Community
Connected
Community
Active
Households
Covered
Households
All
Households
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Agenda
LEGO Company
LEGO
TouchPoints
Know Me and
Show Me
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Brand Shops
Consumer Service
LEGO
Club
Products
MMOG
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LEGO.com
LEGO.com
To
Brand
Retail
LEGOLAND
Parks
Parks
Stores
Community
Development
Consumer
Services
LEGO
Shop At Home
LEGO Education
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Merlin
Retailers
Consumer
Services
LEGO.com
Consumer
Insights
&
Systems
Community
Development
Brand
Retail
Stores
Retailers
LEGO
Shop At Home
LEGO Education
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Agenda
LEGO Company
Know Me and Show Me
LEGO TouchPoints
NPS achievement so far
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Collect
data
Create
Insights
Learn
from
insights
Refine
Repair
Recall
&
Innovate
Consumer Service
Global Brand Retail
Shop@Home
LED
LCD
LEGO.Com
LEGO Club
LEGO Community
Events
BOOST
Consumer
Experience
&
Lifetime
Value
LEGO
feedback
loop
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Measure
Impact &
Satisfaction
(T.O. & NPS)
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Changed
packing
materials
Working
with
fulfillment
C Target
Improved
availability &
communication
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NPS is calculated by taking Promoters who are likely to recommend a product or experience to
their friends (% saying 9-10 on an 11-point scale from Extremely Likely to Not at All Likely) and
subtracting Detractors (% saying 0-6 on same scale).
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9-10
Promoters
7-8
Passive
Promoters
0-6
Detractors
Not at all
likely
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Active
2009 = 9,000
2008 = 5,700
Active
2009 = 3.9 mill
2008 = 3.3 mill
Active
2009 = 8.6 mill
2008 = 8.4 mill
Active
2009 = 19.0 mill
2008 = 17.0 mill
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As engagement
increases
NPS goes up
Spending
goes up
Agenda
LEGO Company
Know Me and Show Me
LEGO TouchPoints
NPS achievement so far
New NPS Initiatives
Product NPS
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tell 6
more
people
Detractor
Passive
8.3
5.6
Promoter
Detractor
Passive
Promoter
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Corrective
Action
Short term
Correct quality issues
2-way dialogue
e k
th c
g ba
in ed
os fe p
Cl O loo
G
LE
e c
th dba
ng fee
i
s
lo r p
C me oo
l
u
s
on
Scorecard
Accumulated
Knowledge
Mid term
Business & demand
planning
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Long term
Agenda
LEGO Company
Know Me and Show Me
LEGO TouchPoints
NPS achievement so far
New NPS Initiatives
Product NPS
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21mio
views
yesterday!
11mio
views
yesterday!
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Club House
BrickMaster
Magazine
Max shares his
enthusiasm and
inspires Club members.
Meetings
at Retail
LEGOLAND
Club Weekends
and VIP
treatment
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Club
Email
Newsletters
Brand
Store
Events
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Shared Identity
BUILD A GROUP MODEL
BUILD A SHARED UNDERSTANDING
OF THE IDEAL IAF CONFERENCE
EXPERIENCE
YOU HAVE 40 MINUTES TO BUILD
PRACTICE YOUR STORY
SHARE YOUR STORIES BETWEEN
THE GROUPS
Thank You!
Conny.Kalcher@lego.com
Margaret.Conley@lego.com
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