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!

 

 

 

Alumni success key at Manukau Institute of Technology

Manukau Institute of Technology (MIT) is loved by its Alumni, with research indicating incredibly strong net promoter scores for quality and value and a high probability of referral to family and friends.  MIT is committed to the success and ongoing education of its Alumni with the concept of education for life.

To test the research and responsiveness of this engaged base a simple campaign focused on the fact that “the better educated you are the more you will earn” was developed.  A tightly measured mix of DM / EDM enticed Alumni to get in touch and consider studying at MIT again.  A simple landing page featuring Alumni stories was created and Alumni were drawn to the page with a chance to win a Microsoft Surface – the perfect device to keep you connected.

Response to the communication was extremely positive with Alumni opting-in and enrolling in a range of courses from Diplomas to Degree to Graduate Diplomas.

As well as delivering a very strong ROI,  MIT was also able to find out more about its Alumni, their careers and future aspirations.

Citizen loves working with MIT – a place where everyone is welcome and education is for all.