Manufacturing Today<\/em> last sat down with the UK\u2019s largest appliance manufacturer during the summer of 2022. So, we\u2019re touching base with the giant once again, to hear how it\u2019s been improving life at home over the last year or so.<\/p>\n\u201cAlthough I\u2019m new to this specific role, I have enjoyed 25 years working under Whirlpool,\u201d opens James Goldsmith, Managing Director of Whirlpool UK. \u201cThere\u2019s an enormous sense of pride that comes with knowing that, on average, one of our trusted and innovative products can be found in every home in the UK. We currently have 14 sites spread across the country, operated by 2500 employees, and have been able to leverage this scale to establish the reputation of trust and loyalty for which we\u2019re known.<\/p>\n
\u201cIf I cast my mind back over the last year, we\u2019ve had an extremely competitive market with which to contend, which adds to the excitement, as it opens up plenty of potential for growth. We have seen a strong increase in our market share across most of our product categories so, despite the challenging economic environment with the cost of living crisis and high energy bills, we\u2019re reassured that both our brand propositions and product range are based on consumers\u2019 real needs.<\/p>\n
\u201cIt\u2019s all about the messaging that you deliver to your customers; and given that we have continued to grow, I am confident that ours is being received successfully. Particularly in terms of the energy saving benefits that our products present to households.\u201d<\/p>\n
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Commitment to sustainability<\/strong><\/p>\nThe nature of the appliance industry calls for manufacturers to thoroughly ensure that their new ideas are modelled on a deep understanding of how their customers live. Once consumers come to realize that a certain enterprise\u2019s products don\u2019t actually improve their lives at home, that\u2019s when businesses start to fail. This, however, has never been the case for the Whirlpool family.<\/p>\n
\u201cOur unique and highly valued home delivery, installation, and repair services are another factor that truly set us apart,\u201d James continues. \u201cWe employ a dedicated network of 1300 engineers and drivers to ensure that all our products continue to run smoothly once in people\u2019s homes. They are on the road 364 days a year, visiting around two million homes per annum, which theoretically, accounts for seven percent of all UK households. Beyond this, we are the only appliance manufacturer in the UK that communicates directly with its customers at every step of their journey with us, a model that many of our competitors are now attempting to replicate.<\/p>\n
\u201cSustainability is another element that sits closely to customer service at the heart of our operation. We established our first department for the environment in 1969, so it\u2019s by no means a new venture for Whirlpool. Ever since, we have worked consistently to ensure that everything we do facilitates a more sustainable life for our employees and customers. From recycling packaging and old products to the ways in which we run our offices, distribution centers, and manufacturing sites, we are proud to be part of a global commitment.\u201d<\/p>\n
Customer care<\/strong><\/p>\nWhirlpool has been modeling its approach to achieving a circular economy on the practices of its Peterborough-based headquarters. None of the waste generated on site is sent to landfill and it has even begun to convert some of its vehicles for biofuel. \u201cWe have directly removed a significant amount of single-use plastics, such as canteen cutlery, bottles, and cups, from all our UK locations,\u201d James explains. \u201cBut our mission to reduce the company\u2019s landfill contributions doesn\u2019t stop there.<\/p>\n
\u201cTo support our customer\u2019s journeys in minimizing their own carbon footprints, we remove and recycle any packaging when delivering new products, free of charge. Furthermore, we also offer to take away any old appliances that they\u2019re replacing. At the very least, this allows us to properly recycle these unwanted items, but in most cases, we are able to refurbish the products to give them a second life and chance to benefit somebody else.\u201d<\/p>\n
The organization\u2019s warehouse in Peterborough houses almost three million different spare parts for many products that have surpassed ten years on the market. Regardless of the recent Right to Repair legislation that has been passed in the UK, this has always fallen under Whirlpool\u2019s philosophy.<\/p>\n
\u201cIf all your machine requires is a single replacement part, then we want to be sure that we can provide it for you,\u201d he adds. \u201cWhether it\u2019s something that you can fit yourself, or requires the help of a member of our team. We\u2019re so confident in our products that if you do decide to book one of our engineers, then for the first ten years of that product\u2019s life, all of the spare parts will be free!<\/p>\n
\u201cOver the last ten years, our Peterborough reworks facility has processed more than half a million machines that, if left in consumer homes, could have ended up in landfill. We recently became the first large kitchen appliance manufacturer to receive the Planet Mark business certification, which has complemented our Eco-Vadis gold-rating status wonderfully. Both of these accreditations are a huge source of pride for our teams, as they stand as testament to the difference we are collectively making for the planet.\u201d<\/p>\n
In bolstering \u2018customer care\u2019 as a key pillar of its business strategy, Whirlpool places great emphasis on its \u2018keeping the product in the home\u2019 principle. Not only is this one of the reasons its brands have been so trusted for over 110 years, it also has implications for the company\u2019s culture and approach to training.<\/p>\n
\u201cKeeping the product in the home is all about being there to support consumers when they need us. Whether it\u2019s for advice on getting the most out of their purchases or to address a simpler issue that doesn\u2019t quite require hands-on technical support,\u201d James states.<\/p>\n
\u201cWe believe that developing our people through proper training is the key to this, as when you deal with Whirlpool, you\u2019re interacting with one of us, which gives our customers confidence in the knowledge and expertise they are offered during troubleshooting and general correspondence.<\/p>\n
\u201cOur methods of communication have really evolved over the last few years,\u201d he says, \u201cespecially since the pandemic. We have moved on from simply offering phone calls to include social media channels, WhatsApp, and a chatbot too.<\/p>\n
\u201cThe latter has proven to be a real asset in addressing more of the simpler queries in a faster fashion than before, but regardless, our customers can always rest assured that one of our people will be available to help them. We are continually seeking feedback to help perfect our consumers\u2019 journeys. Everything goes towards all of our future improvements across the business, from product design to systems and services.\u201d<\/p>\n
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Improving lives<\/strong><\/p>\nLooking forwards, Whirlpool will be continuing to finance new goods and services in line with the industry\u2019s ever-evolving technologies. \u201cEach year we invest more than $1 billion into research and development,\u201d James concludes. \u201cFor example, we\u2019re currently preparing to launch a new range of dishwashers later this year, which are more spacious but use less water and energy. Alongside this, we\u2019ve developed a new hob that\u2019s easier to clean.<\/p>\n
\u201cThis year, our Hotpoint brand will be 112 years old, which is a landmark you can\u2019t achieve without knowing what you\u2019re doing. The trust that the general consumer base has in our brands and products is another huge part of this, and it\u2019s something that we will continue to build upon by developing new products that truly reflect their real needs, and those of the environment. Improving life at home is not just within your four walls, but also the planet, which is everybody\u2019s home.\u201d<\/p>\n
www.whirlpoolworld.co.uk<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Depending on where in the world you are, you may enjoy the products developed by Whirlpool\u2019s 112 years of experience<\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[670,657],"tags":[1174,1175,1176,1177,151,576,591],"class_list":["post-42175","post","type-post","status-publish","format-standard","hentry","category-engineering","category-insights","tag-whirlpool","tag-james-goldsmith","tag-customer-care","tag-carbon-footprint","tag-sustainability","tag-technology","tag-manufacturing"],"acf":[],"yoast_head":"\n
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