This year, we celebrate the tenth anniversary of our relationship with Electrolux and the Electrolux Service Center (ESC). From day one we’ve made sure to offer the best possible experience for our client’s internal and external workforce – and this includes everything from product trainings to a dedicated sales app.
While a great customer experience seems a given these days, most think about consumers having a great relationship with a brand. Before your consumers turn into true brand fans, however, you should do your homework: have your B2B relationship in place, and make sure that sales force and retailers convey the right brand and product messages.
This is where the ESC comes in. For the past 10 years, we have managed the Electrolux Service Center in Germany from our Munich headquarters. In close collaboration with Heidi Zucker, Consumer Activation & Trade Marketing Manager at Electrolux, we coordinate the Swedish appliance manufacturer’s retail marketing activities as well as trade shows, product trainings, cooking shows and rollouts. In total we take care of 23,000 electronics and furniture retailers across Germany. We work with more than 100 in-house and external staff as well as contractors. “Our experience in rolling out new Electrolux campaigns in more than 6,000 shops at the same time proves the capabilities of our system and the expertise our team has in handling even the most complex workflow processes,” Flo Reichenberger, Avantgarde’s account director, explains.
To create a more seamless experience, Avantgarde created both the ESC Tool, a real-time control software for placing marketing material orders, and the ESC App, a mobile tool that enables sales rep to do the same – no matter where they are and what store they are visiting. “We know that a lot of the Electrolux staff go through the app with their clients,” says Philippa Warsberg, Avantgarde’s project manager. “We made sure to give the app a contemporary look that reflects the values of Electrolux, and offer a lot of extra information like product videos and consumer advice.” The app gets constant updates and its CMS system allows quick content adaptations or changes. Monthly, the ESC processes around 1,600 orders, which adds up to a whopping 19,200 orders annually.
The result has been a satisfied client, and an informed and capable sales force, which leads to a better overall customer experience.