A customer experience for life…

As a customer of Miele, from 5 years ago, I have qualified to be a Miele Customer For Life.

In other words Miele is now communicating with me regularly and on an ongoing basis as part of its CRM programme by the same name.

The Customer For Life programme has been enabled by the opening of the Miele Centre, the home of all things Miele, in Auckland’s College Road and what a phenomenal offering it is.

Gently but meticulously Miele is coaxing me through the path to purchasing one, if not many, of its products with a series of continuous giving offers including gifts from Miele ambassadors fashion designer Collette Dinnigan and chef Shannon Bennett as well as exclusive Customer For Life price incentives and offers.

Yesterday morning, I visited the Miele Centre and it well and truly delivered on its brand promise with a flat white made just for me using one of Miele’s coffee machines and the offer of freshly baked baguette or a melting moment with my coffee, baked in a Miele oven of course!

As I sip my coffee I’m taken through the Miele range, discuss the different functionality and offers.  As I’m interested in a Miele oven I’m then invited to a Miele Experience cooking demonstration to fully experience what’s on offer and so that I feel comfortable with my purchase decision.

In my opinion this customer experience and care from Miele equals if not surpasses the incredibly high benchmark set by Nespresso.

As a result, I’m now thinking, talking and writing about Miele!

 

 

 

Closing the loop

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Content and content marketing – it’s the new buzz but what is it exactly?  At Citizen we approach content marketing as creating, curating and distributing valuable content to a very specific audience.

The key idea here is that there is an exchange of something of value, differing to pure advertising which often interrupts and is from a brand’s perspective not that of the consumer or customer.

With this customer centric approach – giving someone something that they value or enjoy we believe that they become switched on not off, they become engaged, interested and act positively.

And when you think about value that’s different for so many people and different groups of people, which is why the specificity is so important.

We’ve developed an offering where almost anything can happen in your content – engage, shop,  share, dive deeper, sign up, feedback and even better still we can measure and report back on exactly what happened.

It’s all about closing the loop and staying connected.