Dyson and SAP Out of the Box and Beyond the Box Thinking Will Keep Dyson on Top

“One of the core tenants of effective loyalty programs is the ability to engage in and enhance the dialogue with the customer that enhances the customer service, experience and helps match expectations between the customer and the brand. Dyson continues to excel in all areas of customer loyalty as evidenced by their commitment to true customer centricity.” -- Mark Johnson, President and CEO, Loyalty 360

Dyson’s out of the box and beyond the box thinking has made it a company in high demand from its customers worldwide. Dyson has always put their customers, customer service, and customer engagement first in terms of priorities for their business. Dyson has taken another leap forward by enlisting SAP’s CRM solutions and application across its operations worldwide.

"Having taken a long hard look at the market place we felt that SAP is best placed to help us deliver on our vision", said David Hollander, Managing Director GB & Ireland and One View Executive Sponsor, Dyson. "We are an ambitious business and have set ourselves the vision to drive demand for Dyson products through better customer service and proactive relationship management. With the SAP CRM solution, we will be able to interact with our individual customers in a way that suits them and at a time that suits them.i

Customers' experiences and perceived brand promise comes from a myriad of sources. The delivery of a company’s products and services paired with what the customer observes in their experience and engagement with a brand all impact continued loyalty and brand advocacy.

“Loyalty is a measure of emotion, an individual’s emotional connection to a brand, product or individual. Historically we have approached it through the management of points, gift rewards etc., but how many of these go unused, unclaimed, or in the bin? Loyalty shows itself when your customer or consumer has a "your brand first" bias, and that more often comes from the values, comfort, service experience and "solutions to their needs" they get from you more than the points or free gifts that might accrue. Learning to manage the loyalty you get with a customer or consumer means understanding what they find valuable, comfortable, a great experience and of course, will answer their needs!” Said Anthony Leaper, SVP & GM of LoB at SAP

Loyalty is a journey, not a destination. It is a constant process of listening to the customer and providing them with what they need when they need it. It is about delivering the brand promise in every experience and every touch point to reinforce your promise to them as customers and possible brand advocates.

“I have been a Dyson vacuum cleaner customer for over 15years now, I get no points, no free trips, but I get a machine that truly works, great service and help when it goes wrong, a solution with good lifetime value for money. As Dyson grows, they will need systems to help them keep on top of delivering this level, because so far I love the brand and a Dyson has been a comfortable purchasing decision to make on more than one occasion. Let’s hope they can keep it up because to me that’s how they manage my loyalty!”  Said Anthony Leaper, SVP & GM of LoB at SAP.


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