MIELE’S BIGGEST BRAND ASSET
Washing machines do not interest me. Not one little bit. They are like teeth. I assume they will just keep working and dread it when they don’t as only pain and eye-watering expenses will follow.
Over 10 years ago my wife insisted we get a more expensive one - so we ended up with a Miele. Fine. It has served us very well until January when some disturbing yellow lights started flashing.
We booked the Miele repair man in. We expected the worst. As it happens, he swooped in, was very friendly and whipped off the top and gave me a detailed guided tour. Being a bit nerdy, I found myself getting quite interested in the inner workings. He silkily explained how Miele’s have more springs than other machines and other such details. He shared how happy he was working for them and how rigorous and exacting the training was to become a repair man…totally different from all other companies he had worked in. The problem was just a stiffened rubber pipe, quickly replaced. Otherwise the machine was in tip-top shape. He gave lots of advice on how to descale it (the source of the pipe issue), even sharing how to get a discount code to obtain the suitable product.
What a top bloke.
Last week I heard someone explain the experience of their Miele repair visit. I couldn’t have been the same person as they were in London. It was an identical story. The same Miele Spiel.
There we go…both of us total brand advocates. And here I am, writing about it and sharing it around the world (what I term ‘Brand Afterglow’).
Miele either train their repair people to tell a great story AND fix things competently or are simply a company who deliver what the brand promises. Actually, it’s brand genius either way!
Only this kind of experience could have got me interested in a washing machine. No amount of advertising or promotion would do it.
This is the killer CONNECTION POINT and it appears they have nailed it. Wouldn’t it be amazing if we could trace the VALUE (£s) back from these interactions…(advocacy impact, future purchase behaviour etc.) We could then call these interactions VALUE CREATION POINTS.
