Lyko has built a customer service approach where tone of voice, employee empowerment and coaching work together. With real-time customer feedback and structured ways of working supported by Brilliant Interact, the team has strengthened both individual ownership and the quality of its digital customer interactions. This work contributed to Lyko winning the Best Digital Written Communication category at the Brilliant Awards.
Delivering great written customer communication at scale is no easy task. For Lyko, the challenge was to make every email and chat interaction feel right, without communication becoming stiff, generic or over the top 🤩.
At the same time, the approach needed to work in everyday operations and be something the team could continuously develop through training.
Tony Andersson, Operations Manager at Lyko, explains that the company sees customer service as something that impacts both people and business performance, as well as an important part of its marketing.
Lyko developed its approach by combining culture, training and data-driven performance management.
Lyko built its approach around a digital communication strategy called "wow in text", which focuses on helping employees put tone of voice, structure and warmth into practice.
The goal isn't simply to write more entertaining messages. It's about creating the right feeling for the customer at the end of every interaction.
This means more warmth, greater clarity and a stronger focus on solutions rather than relying on standardised apologies.
In practice, Lyko actively trains its employees to:
Recruitment, onboarding and mentoring all play an important role in establishing the right behaviours from day one.
New employees receive an introduction that covers tone of voice, customer interactions and ways of working.
A key part of this process is the use of mentors: experienced colleagues who support new team members throughout their training and during their first calls, chats and emails.
This ensures that the culture doesn't remain a set of values in a corporate presentation. Instead, it becomes something practical that employees experience and apply every day.
Alongside this, the team focuses on coaching based on actual customer interactions rather than relying solely on performance metrics.
Lyko places great importance on reviewing real customer cases. Instead of simply identifying that a team needs to improve its results, managers and employees look at specific responses, comments and interactions to understand what actually influenced the customer experience.
This creates opportunities for more relevant coaching and continuous improvement.
With Brilliant Interact, employees receive ongoing customer feedback, individual performance results and comments shortly after each customer interaction.
According to Lyko, this has strengthened individual ownership and made feedback more useful in everyday work.
Through the platform, employees can continuously access their own results, customer comments and feedback.
Some team members log into the platform several times a day to review comments and track their performance. This shows how customer feedback has become an active part of daily work, rather than something only discussed during coaching sessions.
At Lyko, employees are trusted with the responsibility and authority to make decisions.
Rather than relying on rigid scripts or predefined decision frameworks, Lyko recognises that the employees interacting directly with customers are the experts in those situations.
This approach supports both employee engagement and the quality of customer interactions.
When employees have the freedom to act, they are better equipped to respond to customers in ways that feel quick, relevant and genuinely human.