Dyson says South Korea insights shaped its new global customer support policy

"The experience we have built up in South Korea over the past several years inspired the 'Never Without Your Dyson' program. We want to expand the services we applied in South Korea to the rest of the world."

Tom Moody, Dyson's chief customer officer, made the remarks Thursday (local time) in Berlin, Germany, where he unveiled the company's new customer support policy ahead of IFA 2026, Europe's largest consumer electronics trade show. He said insights the company had accumulated in South Korea played a key role in defining the direction of its customer service approach.

"South Korea is one of Dyson's most important markets, and Korean customers expect a high level of experience not only in product performance but also in service," Moody said. "It played a crucial role in expanding the scope of customer support to cover usage and maintenance after purchase, and in designing 'Never Without Your Dyson.'"

After-sales service received particular attention. Dyson had long faced criticism in the South Korean market over prolonged repair times and slow call center response. The problem worsened in the early 2020s, when supply chain disruptions during the COVID-19 pandemic caused further repair delays.

Over the past year and a half, Dyson expanded its call center and service staff in South Korea to address customer complaints. "As a result, we reduced the total number of customer service cases by about 90 percent over the past three years, while cutting the average call center response time to under 10 seconds," Moody said. "The average repair turnaround has also been shortened from 10 days to 2.5 days."

To further delight customers, Dyson lends out the latest products free of charge when a device cannot be repaired on the spot at a service center. The program, first piloted by Dyson in South Korea, has seen about 43,000 units loaned to Korean customers since its introduction. The company also sends repair status updates via KakaoTalk to keep customers informed throughout the process.

"I wake up every morning thinking about whether I am satisfying my customers," Moody added. "South Korea is such an important market that it ranks second globally in net promoter score."

Through "Never Without Your Dyson," Dyson integrates intelligent diagnostics, proactive product management and expert support into a seamless experience, ensuring customers receive the help they need from the moment of purchase through everyday use and maintenance.

On web and app channels, customers can access Dyson's AI chatbot service around the clock for product guidance, troubleshooting and maintenance support. The company plans to link the service with its consumer app, MyDyson, to help customers monitor product condition and deliver a range of tailored support experiences.

Dyson Concierge, meanwhile, helps customers get the most out of their Dyson technology from the very first day they receive a product. Customers can book one-on-one consultations with Dyson experts through online channels, who then guide them through installation and setup. The service is currently available for select Dyson robot vacuums.