Groundbreaking B2C and D2C sales strategy
One of the world’s biggest home appliance manufacturers, Electrolux Group strives to improve everyday life for millions. The Swedish company embodies this guiding principle in every idea, product and human interaction. It competes in a fast-changing market, where customers regularly switch between visiting stores and shopping online.
Driven by the rise in eCommerce, Electrolux Group saw an opportunity to develop B2C and D2C channels — launching its Consumer Centric Transformation (ConCenT) program with the goal of getting closer to its customers and driving sales. Success meant redesigning its contact centers for greater efficiency and faster innovation.
“Old technology stood in the way of realizing our B2C and D2C model,” said Mateusz Jazdzewski, Head of IT Consumer Solutions and Head of CX Product at Electrolux Group. “Our agents had to navigate between different channels and systems with no CRM integration and limited outbound, routing and reporting tools. So, we struggled to track journeys, increasing handle time and making service inconsistent.”
Tightly orchestrated digital journeys
Electrolux Group executed a threefold B2C and D2C strategy. “We wanted a cloud platform that combined omnichannel routing, AI-powered analytics and a unified agent desktop for managing the D2C sales funnel,” added Jazdzewski. “Genesys really embraced the challenge of having one synchronized agent screen. Yet, actually in the backend it handles lots of IT complexity, matching processes from different applications so it’s incredibly easy for the end user.”