The various elements that make up "Never Without Your Dyson" are things we have tried, verified, and scaled directly in Korea over the past few years.
Tom Moody, Dyson chief customer officer (CCO), said this on Sept. 3 (local time) in Berlin, Germany, a day before the opening of Europe's largest home appliance and information technology (IT) exhibition, IFA 2026, while meeting with Korean reporters. Timed to IFA 2026, Dyson held its own new product unveiling event, Dyson Unveiled, in Berlin and introduced 10 new products. Before that, Moody explained the new global customer support policy and the role of the Korean market.
British technology company Dyson has set a strategy to expand to the global market the customer support approach it first introduced and verified in Korea, creating a customer experience in which support continues whenever needed after purchasing a product. From purchase and initial setup to use, maintenance, and repair, it aims at consolidation across the entire product ownership journey. Going beyond traditional after-sales service (AS), it will also widen the scope of support by using product data to diagnose anomalies and guide customers on maintenance before issues occur.
Moody said, "The moment a customer buys a product is the beginning of the experience with Dyson," adding, "It is important to carry on responsibility for the customer experience even after selling the product."
◇ Dyson repairs that used to take more than 10 days… shortened to 2.5 days
The global policy Dyson introduced this time starts from a "basic service" that enables customers to reuse products as quickly as possible when needed. Moody called this "Brilliant Basics."
In Korea, the focus was on reducing service wait and repair times. The number of backlogged customer service cases reported to Dyson fell about 90% over the past three years. The average turnaround time, which once took more than 10 days from service intake to product return, has been cut to about 2.5 days.
Service infrastructure was also expanded. Dyson operates 52 service centers in Korea. Premium service centers increased from one in 2023 to 23 now. Since last year, some Dyson stores have also provided repair services. For customers who find it hard to visit, free courier repairs and engineer visits are available.
In the second quarter of this year, Korea's Overall Ease Score was 91%, and the Net Promoter Score (NPS) ranked second among Dyson's markets after China. These service improvements came as Dyson fixed problems it had faced in the past. In 2023, as customer complaints grew in Korea due to parts supply disruptions and prolonged repair delays, Dyson strengthened its service system.
Moody said, "The COVID-19 pandemic greatly shook global supply chains, which also affected the supply of parts needed for repairs," adding, "Since then, we have stabilized the supply chain and strengthened a system that can continuously supply necessary parts."
◇ "Basics were not enough"… product lending started in Korea goes global
Dyson said that as it continued its business in Korea, it also concluded that merely shortening repair times would not meet the expectations of customers who bought premium products. Moody said, "What we learned in Korea is that basic service improvements alone are not enough," adding, "Customers who purchased premium products expected to enjoy Dyson's performance every day."
In 2023, Dyson introduced a service that lends products free of charge during the repair period. Currently, for customers whose repairs are unlikely to be completed within 72 hours, it provides a replacement product free of charge until the repair is finished. Since the service launch, about 43,000 products have been lent to customers in Korea.
Latest models are included among the lending products, reducing inconvenience during repairs while letting customers try new products. First tested in Korea, this approach is part of the new global customer support policy and will expand to other markets.
The policy also includes Dyson Concierge. Through one-on-one online consultations with experts, it guides customers on product installation, setup, and how to use functions. In Korea, engineers directly support installation for some robot vacuum models. Dyson Total Restore, which offers product checkups, deep cleaning, battery tests, and genuine parts replacement, will also be rolled out in Korea in phases.
◇ Combining product data with AI… "An engineer in the customer's hand"
Dyson is also pushing a key strategy of proactive product care that identifies product conditions before problems arise, moving away from repairing after a breakdown. It uses operating data to assess condition and provides advance guidance on remote diagnostics or maintenance.
Moody said, "What has changed significantly over the past 12 months is that data coming from products has begun to be used with AI," adding, "We can create an experience as if every customer had a Dyson engineer in their hand."
Dyson's first oral care product recently launched in Korea, "CameraJet," also shows this direction. It analyzes brushing behavior with a camera and Machine Learning, and provides personalized feedback and oral care advice through the consumer app MyDyson. Moody described this as "an approach where hardware, software, connectivity, and services combine into a single ecosystem."
◇ The 10 new products are also "intelligent appliances"
At Dyson Unveiled, Dyson showcased 10 new products featuring advanced intelligent technology. They span oral care, robot vacuums, wet cleaners, air purifiers, and hair care. Jake Dyson, Dyson's chief engineer, said, "For decades, we have advanced technology so products deliver peak mechanical performance," adding, "We are now evolving beyond hardware into an era of intelligent appliances that see, think, and respond on their own."
The new robot vacuum, Nurovi, uses sensors and vision technology to detect dust and stains and adjust how it cleans. CameraJet applies a Machine Learning algorithm trained on 470,000 tooth images. Moody said, "In recent years, we have learned that not only products and technology but also how to support the customer experience has become important," adding, "Based on the experience we built in Korea, we will ensure customers can get support at the moments they need it."