Delighting the Consumer – How the Premium Brand Miele Excites People Everytime and Everywhere
Miele, German-based manufacturer, is the world’s leading premium brand of high-end domestic as well as industrial appliances and commercial equipment. Since the company was founded in 1899, the Miele name has become synonymous with superior quality, State of the art design, and extreme reliability. And their consumer and prospect base know this.
“Once Miele – forever Miele”: Miele consumers around the world remain loyal to Miele, are willing to pay more for an appliance being worth it and recommend the unique Miele experience to others.
But how do you attain these high degrees of trust, brand desire and loyalty? And how do you maintain such a position for over 100 years and still grow when everything around, from the market, generations and consumer behavior, is constantly changing?
Eléna Helfberend says, “Today’s consumer journey that includes visiting different on- and offline channels leads to a massive information overload. It is a real challenge to create a consistent brand experience, both on- and offline, that supports the consumer and, at the end of the day, guides them to their right product. A good digital customer experience is all about delighting consumers and explaining the added value of Miele in an emotional way, rather than offering only information.”
Miele has always been true to their consumer-focused approach and brand promise – “Immer besser”. This means they are constantly striving to be forever better than consumers’ expectations and forever better than they already are.
Really Educating, Advising and Delighting
Although Miele distributes their products globally on location via a large network of specialized trade partners, they are very keen on ensuring a consistent consumer experience and brand value communication. The company has repeatedly been voted “Most Trusted Brand” in the “domestic and kitchen appliances” field in many countries. Miele consumers receive excellent, consistent advice wherever and whenever they shop – online and offline, at different locations, from the moment an appliance is purchased all the way through its lifespan.
“Because we aim to be closest to our consumer, we provide products and services that make a difference and truly matter to them, instead of just selling products. Selling Miele means selling an idea – not a commodity. We want to create delightful experiences by redefining excellence everyday, everywhere.”
During this talk, you will be able to hear more about the Miele success story and why “Delighting consumers” is getting even more important in an increasingly digital world to meet the Miele philosophy of being “Immer Besser”.
About the speaker
Eléna Helfberend is the Head of Sales Project Management in the Miele subsidiary in Germany. She is responsible for strategic business projects that support strategic growth drivers in the German market: ensuring regional growth, identifying new requirements of different distribution channels and implementing new processes and softwares to support both retailers and the whole internal sales organisation.