January 2022 ertonline.co.uk


Q&A


Q: What has the reaction been like to your ‘Quality Ahead of its Time’ campaign so far? Dr Reinhard Zinkann: It has been perceived extremely well, not just in the UK but everywhere, and we can see positive results from this already. We increased our investment in the second half of last year; TV advertising started in October and we will continue to invest in this in 2022. This is a much longer-term strategy for us. The main point of this campaign is that it


underlines our unique understanding of premium quality, performance and sustainability. This last topic is extremely important right now; at Miele sustainability means far more than just thinking about the product itself, but also about the production process, the company’s activities, recyclability, and the end of life of the product. Our washing machines, tumble dryers and


dishwashers, for example, are tested for the equivalent of 20 years’ use. This is quite a difference to the average lifespan of around 10 to 12 years, so we are helping consumers to keep their appliances for longer and therefore not as many electrical items are thrown away. Very often I am questioned about 20 years being


too long for an appliance as technology moves on so quickly. Is it still feasible to keep a washing machine for this long? We say yes it is! Because our servicing team can update the electronics and the controls on the machine – as far as it’s possible to achieve – so you have the same standard as other newer products. Part of our campaign is to help the consumer


understand how we achieve this. ‘Quality Ahead of its Time’ is not just a slogan for us as there are so many core values behind it. At Miele, our heritage is our future; we stick to


our claim of “Immer Besser” – meaning Forever Better – put on the outside of the first machine by my Great Grandfather and his business partner. It is our core belief and genetic code meaning we always have to be different to our competitors; one way to achieve that is to consistently offer quality products, the other way is with leading technology.


Q: So how do you and your teams ensure your products offer the best quality possible? RZ: Servicing is extremely important at Miele and is something we are constantly improving, because a premium customer who is willing to pay a surplus for a product expects a difference in how they are treated and the service they receive compared to that of a cheaper brand. At Miele our customers expect quality and that


is what they get, with the product itself and the support from our teams on the phone or in their home. If an appliance requires attention we always advise the customer remotely before a technician is sent out, in case it is simply a matter of misuse and not a fault of the machine, and this helps to save time and money on both sides.


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Joint Executive Directors and Co-Proprietors of Miele, Dr Markus Miele (left) and Dr Reinhard Zinkann; they run the company alongside three other non-family Executive Directors


Q: I asked John Pickering, MD of Miele GB, the same question in an interview last year: What do you think has made the Miele brand so popular with consumers today? RZ: We have always kept our brand promise and tried to fully understand our customers’ needs by providing the best possible solutions. Our task is to ensure customers are happy and they love their product – this means plug, play and forget, and be confident the results will be what they expect. These days people are too conscious to afford


bad quality; they like to get as much as they can for their money. So if they purchase a cheaper appliance elsewhere and perhaps after a few years


they have to make a service call, this adds another few hundred pounds onto the cost and isn’t really the ideal solution. They should buy better in the first place. We put a lot of trust in our appliances. A


washing machine has the job of washing our clothes and this may include some valuable garments – a lady’s dress or a man’s pair of jeans – and sometimes these pieces can cost just as much as the machine! So the user has to trust that it will treat all items with gentle care yet the necessary cleaning power, and Miele products do just this, and always have done, which is why we are top of the range.


>> Part of the ‘Quality Ahead of its Time’ campaign, demonstrating the quietness of Miele appliances


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