Curt, what is Miele X, and how did you join?
‘I gave up some of my projects and jobs to be part of Miele X; first as a consultant, later in the managing role. Miele X is the customer-facing side and we collaborate with our product-facing side and IT to accelerate our footprint in this digital world. We are a community of experts, nerds, geeks, strategists, crazy, super-intelligent, ambitious people in the digital world, to create premium experiences, outside of the product itself.’
What does that mean for consumers?
‘We are creating an environment where we have a high consistency of relevant content at all the different touchpoints in the digital world. We do the data behind that, the analytics, the customer engagement, CRM. We build the web shop, we make sure that Amazon products have the right descriptions, the right pictures and videos, and that we serve that up in the right format, the right amount and at the right time for the right device.’
So, when I google ‘premium dishwasher’ and a Miele link leads to an experience… Is Miele X then responsible for the content behind that?
‘That's a bit simplistic. First, we want to make sure that you find us, even if you don't type premium or the right dishwasher. When it comes to consumer-centricity and channels, that is our work. We have different divisions taking care of the whole marketing spectrum. We take care of enablement, infrastructure and technologies. A division called BCX creates the content and makes sure it matches the expectation of the consumer. On the product side, we have yet another unit.’
So, you're basically shaping Miele’s digital future? What will this look like in 2030, from a customer perspective?
‘We will serve customers on their motivations, no longer on their needs. We will be able to identify what is driving the consumer at a particular time and on a certain touchpoint. So, we won't even care about male, female, or whatever. We’ll just look at behaviour and what triggers them to interact with our brand. And how can we overdeliver on their expectations? That is our aim for 2030; not only in communication, but also for products and the full experience from A to Z.’