Platinum Quality AuthorA service-driven organization means that organization which gives a better service according to the consumer needs and perceptions. This ability is instituted only when there is good customer knowledge and good customer service is available. Listening personally to customer needs and reacting with solutions that meet these needs more successfully than any other company (Donovan, P. & Samler, T., 1994). To meet this challenge, a company requires having the adaptable business culture and flexible technical infrastructure to respond to change (Johnston, K., 1993).
Gulati and Oldroyd (2005) says that companies should look for the customer focus: 'It's a learning journey one that fold over four stages, requiring people and business units to coordinate in progressively more sophisticated ways'. The process starts with the formation of a companywide storehouse containing each interaction a customer has with the company, planned not by product, purchase or location but by customer. Lego realized the need of the hour is the collective coordination as each group contributes its information to the data pool independently from the others and then taps into it as needed.
Lego is a definitely service driven organization because the company has made a separate group Community, Education and Direct (CED) where they innovate new ways to help the community and help the company to boost the profitability. Lego produces toys which help the children to teach which a great service to the community. This strategy of linking community in product ideas has proven successful for Lego turnaround. The level of innovation varies from low to high. They have to interact with customer, sales channel and business model. The main focus of the LEGO is customers and their requirement which makes it a service-driven organization and results in gaining competitive advantage in the market.
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