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 support differentiation in the market and contribute to business growth.
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. Consideration of sustainability at dealer stores is part of our approach. 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 encouraging adoption 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, carry out communication and research studies to understand their expectations and satisfaction, and develop projects to support continuous improvement in satisfaction with surveys. In addition to these activities, dealers and retail stores are regularly audited by internal and external auditors to ensure meet Arçelik’s 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.
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
Customer |
Voice of Field ProjectThe Voice of the Field project enables us to obtain experience-oriented feedback and suggestions from our dealers, service employees, and promoters who are directly in contact with our customers twice a year for a one-month period. Within the framework of this project, focus group studies and surveys are conducted if needed. |
Koç Holding Dealer Satisfaction SurveyKoç Holding Dealer Satisfaction survey was conducted to collect feedback from our dealers. |
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Global Service Partner Satisfaction SurveyThe survey enables us to measure our service partners' satisfaction level and gather feedback. |
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Consumer |
Voice of Consumer InitiativeThe initiative measures consumer experience at 22 transaction points via surveys. Additionally, alert systems for negative consumer feedback allow the relevant departments to take quick actions following the research and thus, close the loop.
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Tracking Research StudiesDealer non-buyer surveys and dealer mystery shopper surveys, which are conducted quarterly and every two months respectively, enable us to track our dealers’ performances and understand non-buyer consumers’ reasons.
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Social Listening Analysis ProjectSocial Listening Analysis allows us to analyze our consumers’ posts on social media continuously providing valuable insights about our products and brands.
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Marketplace Analysis ProjectThe initiative enables us to analyze our consumers’ scores and comments about our Altus and Grundig branded products on marketplaces continuously.
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User Experience
At Arçelik, we seek to satisfy our customers and consumers by providing products and services designed to meet quality 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. Customers provide feedback, review product performance, and experiment with recipes. Regarding our sustainability strategy, The Kitchen also supports practices that consider health, local sourcing, and waste reduction.
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 sustainability considerations 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 paths that incorporate sustainability considerations for up to five years. The result is comprehensive roadmaps outlining strategic vision and operational plans to deliver innovative products and sustainable brand narratives.
Customer and Consumer Experience