"Growth through Performance"- Bosch expands its position as leading customer service brand
Objective: to remain the industry benchmark, ensure growth, further increase profitability and customer loyalty with the highest service quality
High-end strategy: active marketing, individual service concepts and excellent process key figures
Success: triple award for top customer service in 2011
Munich – "Customer service is service to the customer" – this philosophy has been reflected for many years in the high service quality of the Bosch brand. Consumers know that and also prefer Bosch appliances because they know they can count on competent help if there are any problems. But good is not good enough for Bosch: To be able to offer a more rapid service with repairs and technical troubleshooting, additional personnel to the tune of 60 new employees were hired in this area in 2010, bringing the number up to 600 technicians, spread out across the entire country. This allows appointments to be made with an even shorter waiting period. "The telephone availability of our customer service is considerably above 90 percent," says Martin Meinersmann, who has been the new head of customer service in Germany for this particular service since July 1. "Clearly stated, this means: Almost every customer is answered during the first call without long waiting times to discuss his/her problem and immediately receives an appointment."
Leader in customer service industry-wide
The comfortable service experience at Bosch is not only limited to telephone contact and quickly getting an appointment, but also covers the entire workflow up to successful completion – numerous awards that Bosch received for its customer service in 2011 are proof of this. Servicerating.de rated it as "excellent" – for outstanding performance in the areas of service management, service and consulting services as well as service efficiency. Also, servicevalue.de tested Bosch customer service as one of six household appliance repair services and ranked it number 1: Two out of three customers assessed their service experience as "very good." And in an analysis of "Media Markt Plus Guarantee", the quality assessment "best service" was issued, especially in the areas of speed, friendliness, expertise of the employees.
High-end strategy for profitability and customer satisfaction
"This is not at all a given," explains Meinersmann. "On the contrary, it is the result of intensive and collective efforts. In addition, we realigned ourselves in 2010 by coming up with a high-end strategy." Currently, Bosch customer service offers repair and consulting for about 25,000 home appliance models with the help of more than 1,100 employees in Germany, 30 service shops, and more than 1,200 service partners. It supports the repair and non-repair dealers, consults and manages end customers and maintains the close cooperation with sales and marketing. Investing in an outstanding service is advantageous for Bosch in every respect – in the end, the customer service makes a considerable contribution to the positive image of the brand. And good after sales care clearly increases the customer's willingness to make another purchase.
Growth through Performance
With the continuation of its success strategy, Bosch Customer Service intends to set more standards in the industry. For high process quality, services should be more actively marketed as well as target-group related service concepts created and implemented. "Our claim is to grow profitably by providing outstanding services in all areas of service," explains Meinersmann. "To this end, we will furt