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Miele Cuts Customer Service Calls and Drives Revenue Growth With Bloomreach

The text in this case study was created using AI-based transcription and summarization tools. Minor edits were made for clarity. The copy reflects the views expressed in the original video.

Miele is a premium global appliance manufacturer, renowned for its high-quality kitchen and home appliances. With over a century of innovation, Miele serves millions of customers while adhering to its brand promise of “Immer Besser” (forever better).

Products

Build Segments & Audiences
Bloomreach Engagement
Marketing Intelligence and AI
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Omnichannel Orchestration
10
h
saved per month
Fewer
customer service calls
Increased
revenue

Challenge

Miele wanted to provide customer experiences that matched the premium feel of its products. However, it was held back by several key challenges: 

  • Manual data exports took up time. In order to gather customer data for their campaigns, the team had to perform manual data exports, which took up hours of precious time each month.
  • Disconnected channels = fragmented customer view. Online and offline customer behaviors weren’t connected, making it hard to tailor messages or create seamless campaigns.
  • Generic communication = higher support costs. Customers would often call in for help with their appliances, increasing service load.
  • Missed revenue opportunities. Without personalized, timely guidance, customers weren’t engaging with additional products or services.

Solution

Miele implemented Bloomreach Engagement to unify customer data, streamline campaign creation, and create more personalized communications.

  • Unified customer profiles. Bloomreach made it easy to see all the relevant data in one place, reducing manual processes and providing a complete view of each customer.
  • Highly personalized messaging. This unified data enabled Miele to send personalized campaigns that resonated with customers and reduced customer service inquiries. 
  • Easy-to-use platform = better campaigns. Instead of having to jump through hoops to create campaigns, the team could easily and quickly launch personalized campaigns to meet customer needs. 

“I no longer need to do any manual exports, which has been a lifesaver. With Bloomreach, I can now do it with a click of a button.” 

– Joshua Goedhuys, Marketing Automation Specialist at Miele Netherlands B.V.

Miele improves revenue and customer engagement with Bloomreach

We noticed that our customers’ behaviors changed quite frequently when shopping online vs. offline, and with Bloomreach, we’ve been able to connect the dots and find the most relevant communication for each customer.

Quote-–-headshot-–-miele

Joshua Goedhuys

Marketing Automation Specialist at Miele Netherlands B.V.

Results

After switching to Bloomreach Engagement, Miele has seen its campaign processes and effectiveness improve: 

  • 10 hours saved per month in manual data preparation
  • Fewer customer service calls, as customers received the right guidance at the right time
  • Improved customer engagement, with customers saying they valued the personalized tips and communications
  • Increased revenue as a result of the personalized campaigns

“We want to have a long-lasting relationship with our customers, and with Bloomreach, we’re able to really reach those customers and get them to use their appliances more efficiently.” 

– Joshua Goedhuys, Marketing Automation Specialist at Miele Netherlands B.V.

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