Last Wednesday, we were pleased to welcome Ludwig Deutsch from Miele as a guest speaker in our Innovation Marketing master’s course. His talk offered valuable insights into how a leading manufacturer integrates structured innovation into a traditionally product-focused industry.
Ludwig presented Miele’s innovation strategy, centered on the guiding principle Immer besser ("Forever better") with a focus on customer experience, performance, sustainability, and employee engagement. Digitalization plays a key role, enabling smart products that reduce unnecessary user interaction and improve daily convenience.
A highlight was Miele’s use of AI-powered user personas, developed from extensive customer data and used to explore unmet needs and guide product development. The session sparked engaging discussion around the role of AI, customer-centricity, and how structured innovation can drive value, even in established industries.
A big thank you to Ludwig for the inspiring insights and for sharing his experience. We are looking forward to welcoming him back for future exchanges!
