Now, let's look at how Lego uses each CRM

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Make smart decisions: By processing data and generating insights, you can plan strategic growth and allocate resources wisely.
Get customer insights: Understand how customers perceive your business and learn about their preferences.
Track core metrics: Measure important key performance indicators (KPIs) and analyze the effectiveness of sales marketing activities.
Case Study: How CRM Components Impact Lego's Business?
Lego, a leading toy manufacturer based in Denmark, is one of the most recognized toy brands in the world. Do you want to know why?

That’s because Lego leverages CRM to collect customer data and strengthen relationships. CRM software has helped Lego become a force in the market. It is mainly used to drive personalization and growth.

A great example of Lego's personalization technique is its VIP loyalty program. Customers earn points when they make a purchase, which can be redeemed for future purchases, encouraging repeat purchases and improving trust and loyalty.


Lego collects a lot of information about customers from a variety of sources, europe cell phone number list such as social interactions, community forums, online purchases, etc. This centralized data center allows Lego to build in-depth customer profiles and customize services accordingly. According to Mckinsey , personalization can boost ROI by 15% and increase sales by 3-5%. Lego's personalization strategy helps to significantly boost conversion rates.
Lego CRM captures customer conversations from live chats, emails, and other touchpoints to deliver a cohesive experience. With all the information readily available, core teams can communicate with customers seamlessly.
Lego runs automated, AI-driven marketing campaigns tailored to specific locations, age groups, and purchase histories. They use workflows to nurture leads and re-engage them to convert.
Lego’s support handles over 3 million queries per year across six global contact centers from LEGO fans in over 22 different countries. This is made possible by AI chatbots and highly trained staff, allowing them to provide instant support and minimize friction in the customer journey.
Every department at Lego – from marketing to product development – ​​has access to real-time data. This collaboration empowers them to share insights in decision-making and deliver world-class customer experiences.