Customer and Consumer Experience

At Arçelik, we identify our customers’ and consumers’ needs, requirements, and expectations by better understanding their sensibilities and values to meet them in the future. Our objective is to improve customer and consumer satisfaction and service capabilities to differentiate ourselves from our competitors and drive growth and success in our business.

1. Dealers and Retail Stores

At Arçelik, we place a great deal of importance on our B2B customers and our connection with them, as they are the direct contact points with consumers. Thus, sustainability at dealer stores is crucial. Our focus points are to increase digitalization, ensure alignment with our quality standards, maximize consumer satisfaction, and emphasize storytelling about our brands’ strategies. We have also established partnerships with our strategic retailers to enhance cooperation in line with our ESG priorities such as increasing sales of energy-efficient appliances. With a wide range of development programs, we provide online and face-to-face training for our dealers to always keep their knowledge up to date. We carry out automation and digitalization projects to increase their work efficiency; we carry out communication and research studies to understand their expectations and satisfaction, and we develop projects to increase their satisfaction continuously with surveys. In addition to these activities, dealers and retail stores are regularly audited by internal and external auditors to ensure meet Arçelik’ quality requirements.

Retail Academy

Arçelik Retail Academy offers further development programs for dealers located in Türkiye to expand their knowledge and learn new skills and abilities.

Auditing

DiDe has been designed as a digital audit system for dealers. Dealers located in Türkiye have filled out a questionnaire monthly, which is graded by the system and checked by auditors. The grade is then finalized by Digital Audit Specialists and necessary improvement actions are taken based on the results.

FiDe (Physical) has been designed as an audit system performed physically. Dealers located in Türkiye have scored by conducting documentation and visual audits. There are two different auditors for these audits: our experts and third-party services.

2. After-Sales Services

At Arçelik, after-sales services aim to provide consumers with the best quality standards of repair and maintenance, accordingly, providing service. We also provide customer support via different communication channels such as telephones, e-mails, chatbots, messaging apps, websites, and social media accounts.

Technical Training

Our objective is to offer comprehensive technical details to our after-sales service providers worldwide for all our products. Training programs have configured more technically competent technicians in the field to fix our products during the product’s lifecycle. In addition to basic training, there are technical videos which can be used by field technicians while repairing the products

Satisfaction and Communication

Activities

User Experience

At Arçelik, we seek to satisfy our customers and consumers by providing products and services of the highest quality and standards. We strive to become a beacon of reliability, continuity and respectability for all customers. In order to deliver user experiences that meet consumer and customer needs, we have conducted three main projects as follows.

The Kitchen

The Kitchen, based in Arçelik Cooking Appliances Plant in Bolu Türkiye, serves as a user experience location with a range of selected Arçelik, Beko, and Grundig-branded products. This means customers can offer feedback and gain insights on our products by having cooking experience, reviewing product performance and studying recipes, which then serves as input for new products and ideas. Regarding our sustainability strategy, the Kitchen also supports healthy cooking practices, local farmers, and a near zero waste management approach.

Next Gen Merchandising

 We strive to create new ways of retailing. As a result, we introduced Online Experts – an online sales assistant equipped with digital capabilities that serves as the initial point of contact for consumers who visit our flagship stores virtually through their online devices. Through this technology, we enable our consumers to explore our products and services by interacting with their screens, thereby making our physical stores more easily accessible online.

We collaborate with top universities in Türkiye and facilitate various initiatives such as workshops, flagship visits, and C-level meetings to improve communication with the youth and foster product innovation. Additionally, we implement reverse mentoring by actively seeking out feedback and insights from our prospective consumers to better understand their needs and preferences.

Brand Roadmapping Process

Arçelik is dedicated to blending innovative home solutions with environmental responsibility through its Brand Roadmapping (BRM) Process, a strategic tool guiding product development and communication. Main approach is insight-driven, leveraging market analytics, consumer feedback, and technological trends to create products that not only meet but anticipate consumer needs. This mechanism fosters collaboration across product development teams to create innovative and eco-conscious paths for up to five years. The result is comprehensive roadmaps outlining strategic vision and operational plans to deliver innovative products and sustainable brand narratives. 

Online Strategies and Customers Online