Social Listening: Dyson Ltd.





I have a fondness for products that are well engineered. One of companies that always seems to exceed my expectation is Dyson Ltd. I own a Dyson vacuum, a Dyson Air Purifier, and soon a Dyson Lightcycle Morph desk lamp once they re-stock the item. Outside of myself, there are many positive reviews that can be found either written online as well as “Vlogs” on YouTube.


Dyson's value proposition can be summarized as Different, Authentic, and Better. All the products they make meet these criteria. I appreciate that Dyson takes the time to identify all the concerns when they design and develop a product. For example, during the development of their hair care products Dyson reached out to women and created focus groups in order to identify ways to innovate products that other companies failed to improve. 





Three specific comments on Dyson.
1. From the review below the customer, from a mid-age group, exceeds the review expectation by providing their personal photos to show their enthuasism for the product.
2. This next comment is provided by a return customer in a younger age group. I picked this comment because it addressed to a few topics potential customers might want to here, as well as showing brand loyalty. 



3. My third comment is not necessarily a comment but an example of Dyson's social listening. By re-posting a customer's Instagram photo the company appeals to be personable. In addition, the customer's loyalty to Dyson most likely increased along with the likelihood of them recommending Dyson products.



Dyson sells its products on two levels. The first being to the average consumer with innovate products adaptations to vacuums, hair care, lamps, and air purifiers. The other being for business which includes the previous items plus the Air Blade, the hand drying system, often installed in restroom across the world and office space lighting solution Cu-Beam Duo.

I believe the main marketing challenge that Dyson is presented with is maintaining its image. The products that Dyson sells are considered quite expensive to the average consumer and in order to justify their pricing they have to keep the image created by their value proposition.

While reading product reviews on the Dyson website, I found that the company always reached out to customers that provided negative feedback by either thanking them for presenting an issue or by attempting to resolve the issue with the customer by educating or expediting a return or exchange of the product. Reflecting on their responses I found it was a very effective way to build a strong positive customer service reputation.

Dyson has done well to maintain an Apple-esque image. While not having a store front with a “genius bar” like Apple, the representatives that Dyson employees either via chat or telephone always seem to be well trained and knowledgeable. I believe the way Dyson goes about defusing possibly brand harming situations is remarkable. 

I did not necessarily learn something new during this assignment, it was nice to share my personal appreciation for a company, like Dyson, that takes the time to extensively research and develop their products.


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