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Last year, appliance maker Miele (Canada) Ltd. unveiled a new business model that would dramatically alter the way it interacted with customers and retailers.

The idea was to change the way appliances are purchased in Canada. Miele would take over some of the retailer's role, and directly handle every aspect of the customer experience, from the moment the appliance is purchased all the way through its lifespan.

How is this business model working?

Kelly Lam, Miele (Canada)'s director of marketing, was here to take your questions. Mr. Lam joined the company in February, 2008, and is responsible for overseeing all of its marketing initiatives, including domestic appliances, vacuums and professional appliances.

Before joining Miele he held management roles at BMW Group Canada, including marketing for financial services, brand advertising and communication, developing and implementing customer loyalty programs and direct marketing. Mr. Lam also managed BMW's Group Global rollout of customer relationship management (CRM) initiatives as well as initiated and managed the CRM strategy across all departments and brands within Canada.

Mr. Lam also has been a guest speaker at Oracle CRM events and was voted one of the top 10 “Customer Champions” in North America by One-to-One Magazine in 2007.