Das Erfolgsgeheimnis hinter ‚Immer besser' – Dr. Axel Kniehl von Miele

🎥 Apr 01, 2024 📺 port-neo ⏱ 72m 👁 913 views

125 Jahre Bestehen, über 23.000 Mitarbeitende, 15 internationale Werke und ausgezeichnet als „best brand ever“ auf dem deutschen Markt: Die Erfolgsbilanz von Miele beeindruckt. Doch was macht die Premiummarke eigentlich so erfolgreich? Unser Gast Dr. Axel Kniehl, Geschäftsführer Marketing & Sales bei Miele, verrät es uns. Shownotes 02:20 „Ein echtes Miele-Kind“: Unser Gast Dr. Axel Kniehl 08:30 So viel mehr als Waschmaschinen: Das ist Miele 16:03 Was macht eine starke Marke aus? 17:30 „Immer besser“: Ein unerreichbares Markenversprechen? 21:13 Die Zielgruppe für Premium-Haushaltsgeräte:...

Watch on YouTube

Transcript (26 segments)

Axel Kniehl37:06

It's still a challenge. We must not forget that every time people change their Wi-Fi at home, they start from zero. The question is whether we can convey the benefits of reconnecting. If they hadn't experienced the value of being networked, they might say, "I had it for two years and barely used it."

Interviewer37:36

You mentioned handling data sensitively and not selling it. But you're now in a broader ecosystem—laundry room or kitchen—with other players. Given your wide range, customers may want to integrate other good appliances. Classic example: known kitchen machine manufacturers. How do you approach a broader ecosystem?

Axel Kniehl38:19

We are open to that. Whether it's Google, Apple, or in China with Tmall, we have to be open. We provide an interface for one-way communication—data does not flow out. You can tell your oven via Alexa to turn on, but we ensure proprietary aspects remain proprietary. We are involved in the Meta association and discussions.

Interviewer39:17

I've had guests from different camps in the CX Lounge with varying strategies. For example, Bosch Smart Home's CEO pursues a hybrid strategy with their own networking product and cloud. Vorwerk's CEO said they are strong in kitchens and don't let others in easily.

Axel Kniehl40:04

This is a difficult topic. On one side, brand strategy and consumer experience; on the other, data protection. Consumers want simplicity—control everything from one app. But that hasn't happened. We would have to open up to everyone, but then be held responsible for failures. We can't take that responsibility, so we draw a line between what we enable and what we don't.

Interviewer41:13

You spoke about an onion model—how your business models expand around the core device with digital or e-commerce services. Could you elaborate?

Axel Kniehl41:37

We started long ago thinking beyond just hardware. We want to deliver a comprehensive customer experience. For example, our Twindos cartridges enable 30% less detergent by dosing exactly what's needed. In dishwashers, the AutoDos cartridge for about 30 cycles doses based on the load. It's more sustainable and convenient, and you can reorder through the app.

Interviewer43:41

That opens up new business models—like razor-and-blades with higher margins. As the executive for marketing & sales, how do you see that?

Axel Kniehl44:18

Absolutely, but in internal discussions we prioritize quality over margin. If we need to change a formulation to improve results, we do it even if it lowers margin. We live from customer delight—people saying 'Miele or nothing.' We don't have enough advertising budget to compete with giants; it only works through outstanding customer experience.

Interviewer45:20

Let's touch on the customer journey. You talk about 'trust points.' From purchase to installation to usage, what are the critical trust points?

Axel Kniehl45:59

There are millions of journeys. We describe it via contact points. Someone replacing a broken machine has a short timeframe; for a new kitchen, they take time. Purchase begins omnichannel. Some research online, others prefer contact. We have a loyal specialist trade in Germany that helps convey the brand. Our 200 Miele Experience Centers worldwide let people use products, cook, ask questions without pressure. They often buy higher-value items and have high NPS.

Interviewer49:52

That's a huge investment. But it clearly pays off. During Corona, online share rose, but it's coming back down. People want shopping experiences again.

Axel Kniehl50:06

We've believed in experiential retail for 20 years. Online share increased during Corona but is now declining. People want to touch, try, and be advised. We can create experiences like cooking together. Showing a steam feature in a washing machine is hard to convey online.

Interviewer51:46

When we were kids, we had a connection to appliances. I watched the washing machine cycle. Kids today don't. They can handle tablets and AI, but that brand bond is gone. In the kitchen, cooking is still popular.

Axel Kniehl52:43

Most online retailers just put a paper catalog online. You get 150 white boxes with no explanation why one costs €1000 vs €400. A specialist retailer explains quality, 20-year lifespan, etc. That interaction is lost online. We created a digital experience center in Poland for UK consumers, providing live advice and virtual product demonstrations.

Interviewer55:28

You manage to be a strong partner for specialist trade while also doing D2C professionally. You invest in services like installation with quality monitoring. What is your strategy?

Axel Kniehl56:03

We don't care about the channel; we care that consumers buy Miele and have a great experience. We don't compete with trade. Our experience centers actually increase sales for nearby retailers because consumers come pre-sold on Miele. Many skeptical retailers now see that people spend more. We see no conflict.

Interviewer57:33

To come back to the journey—you use data for predictive maintenance. How far can that go?

Axel Kniehl58:16

Very important. AI helps us predict issues. We analyze error codes and possible causes. For instance, if the spray arm in a dishwasher doesn't move, it's usually a blockage; we can detect that and guide the customer. We also do remote updates, saving 100,000s of service calls per year. We believe we can avoid about 25% of on-site visits through predictive maintenance and AI.

Interviewer1:01:39

I had a Miele washer-dryer that didn't reach 20 years. The technician recommended a new one. It would have been nice if the machine had proactively warned me.

Axel Kniehl1:02:43

That's a big topic—consumer trust. With cars, people accept service intervals. With our products, consumers expect 20 years without maintenance. If we suggest a preventative replacement after 14 years, they might think we're just making money. But as a trusted brand, many will accept. We already have maintenance contracts. The difference is safety—with cars it's safety-related.

Interviewer1:04:39

Communication is key. If you give feedback like 'You're using the machine a lot, maybe it's time for a check-up,' that builds transparency and trust.

Axel Kniehl1:05:09

Another example: people complain about a smelly washing machine because they only wash at low temperatures. We can advise them to run an empty hot cycle occasionally. If we know usage patterns through connectivity, we can send personalized tips like 'Run a hot cycle now to keep your machine fresh.'

Interviewer1:07:36

I've rarely found it so hard to end a conversation. But time-wise, let me ask my crystal ball question: What will change in the next 10 years for Miele?

Axel Kniehl1:08:15

We regularly look 10 years ahead and build scenarios. The world changes faster than expected. Energy efficiency was important but declining; during COVID hygiene became more important; now with war and energy costs, consumers focus solely on energy efficiency. Robotics is a huge field—we see robots playing soccer—but investments are immense. We can't afford that alone, so we'll use partnerships. The dream is to eliminate tedious chores like loading the dishwasher. I enjoy it, but most don't. We have many innovations in the pipeline for the next 3-5 years, but I can't disclose them.

Interviewer1:11:31

Axel, this was fascinating. Thank you for your insights. Miele is an iconic German brand that stands for values that have made Germany successful. You clearly not only uphold those values but also reinvent yourselves. Thank you for the conversation.