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Dyson is expanding the customer support model it has tested and refined in South Korea over several years into a global policy called “Never Without Your Dyson.” The core principle is taking responsibility for the entire product ownership journey, from purchase to repair and maintenance. In South Korea, service processing times have been cut from over 10 days to approximately 2.5 days, and roughly 43,000 free product loans have been provided. The company is also introducing proactive diagnostic services leveraging AI and connected technology. The 10 new products unveiled at IFA 2026, including the CameraJet, represent an extension of this intelligent appliance strategy.
Key Elements
British appliance maker Dyson is expanding the customer support policy it has tested and refined in South Korea over several years to global markets. The integrated service model, which takes responsibility for product repairs and maintenance after purchase, draws its core design rationale from data and operational experience accumulated in South Korea.
Tom Moody, Dyson’s Chief Customer Officer (CCO), told a group of South Korean journalists in Berlin, Germany on the 3rd (local time): “The moment of purchase is only the starting point of the promise between Dyson and the customer—not the destination.” The briefing took place one day before the opening of IFA 2026, Europe’s largest consumer electronics and IT trade show.
The global customer support policy unveiled that day is called “Never Without Your Dyson.” In South Korea, it will be introduced under the name “MyDyson.” The core principle is encompassing the entire product ownership journey—from purchase and initial setup to usage, maintenance, and repair. The scope extends beyond traditional after-sales service (AS) to proactive support that uses product data to diagnose anomalies before breakdowns occur and guide customers on proper maintenance.
“South Korean customers have exceptionally high expectations,” Moody said. “The experience we’ve built in South Korea over several years has provided tremendous inspiration for this program.” The strategy positions South Korea as a critical test market, with validated models to be scaled worldwide.
From Brilliant Basics to Delight
The starting point of the new policy is what Moody calls “Brilliant Basics”—foundational service that gets customers back to using their products as quickly as possible when needed.
South Korea’s results were presented with concrete figures. According to Dyson, total customer service cases in South Korea have dropped by approximately 90% over the past three years. Average service processing time has been reduced from over 10 days to approximately 2.5 days. Average call center response time is under 10 seconds, and in-store repairs that can be completed immediately are handled within 15 minutes.
Service infrastructure has also expanded. South Korea currently operates 52 service centers, with premium service centers growing from 1 in 2023 to 23 today. Since last year, select Dyson retail stores have also begun offering repair services. Free courier repair and engineer home-visit services are available for customers who cannot easily visit a center.
In the second quarter of this year, South Korea’s Overall Ease Score reached 91%, and its Net Promoter Score (NPS) ranked second among all Dyson markets, behind only China. These improvements emerged from resolving past problems. When parts supply disruptions and repair delays in 2023 sparked growing customer dissatisfaction in South Korea, Dyson comprehensively overhauled its service system.
“The COVID-19 pandemic severely disrupted global supply chains and affected the supply of parts needed for repairs,” Moody said. “We subsequently stabilized the supply chain and strengthened systems to ensure continuous parts availability.”
Beyond improving basic service, delivering unexpected experiences is also central to the strategy. A prime example is free product loans. Customers whose repairs are unlikely to be completed within 72 hours receive a replacement product free of charge until their repair is finished. This was piloted in South Korea—a world first—and approximately 43,000 units have been loaned to date.
Loan products include the latest models. This reduces inconvenience during the repair period while giving customers the chance to experience new products. “Customers don’t expect to be loaned the latest product while theirs is being repaired,” Moody said. “That kind of unexpected experience can bring customers genuine delight.”
The new policy also includes “Dyson Concierge,” a one-on-one online consultation service guiding customers through product installation, setup, and feature usage. In South Korea, engineers provide direct installation support for select robot vacuum models. “Dyson Total Restore,” which offers product inspection, deep cleaning, battery testing, and genuine parts replacement, will also be rolled out in phases in South Korea.
Toward Proactive Service with AI and Connected Technology
Dyson’s next step is proactive product management combining artificial intelligence (AI) and connected technology. This moves beyond repair-after-failure toward assessing product condition through operational data and providing remote diagnostics or maintenance guidance in advance.
“What has changed dramatically over the past 12 months is that product data has begun to be used in conjunction with AI,” Moody said. “We can create an experience where every customer effectively has a Dyson engineer in the palm of their hand.” He added, “Services that provide multimodal insights will be a game-changer going forward.”
The CameraJet, Dyson’s oral care product recently launched first in South Korea, exemplifies this direction. It applies machine learning algorithms trained on 470,000 dental images to analyze brushing habits and provide personalized feedback and oral care advice through the MyDyson consumer app. Moody described this as “an approach where hardware, software, connectivity, and service converge into a single ecosystem.”
10 New Products Unveiled at IFA 2026
Dyson held its own product launch event, “Dyson Unveiled,” in Berlin ahead of IFA 2026, showcasing 10 new products spanning oral care, robot vacuums, wet cleaners, air purifiers, and hair care.
Jake Dyson, Dyson’s Chief Engineer, said: “For decades, we have advanced technology to ensure our products deliver best-in-class mechanical performance. We are now evolving beyond hardware into an era of intelligent appliances that can see, think, and respond on their own.”
The new Nurovi robot vacuum uses sensors and vision technology to detect dust and stains and adjust its cleaning approach accordingly. “In recent years, we’ve learned that supporting the customer experience is just as important as the products and technology themselves,” Moody said. “Building on what we’ve established in South Korea, we will ensure customers receive support exactly when they need it.”
Dyson’s global policy expansion underscores how service has emerged as a critical competitive differentiator in the premium appliance market, where product performance alone is no longer sufficient. The fact that South Korea’s high customer expectations served as a testing ground that raised global service standards makes this a notable case of consumer feedback from a mature market—not an emerging one—reshaping a multinational corporation’s strategy.
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