Whirlpool invests in smart after-sales, voice of the customer and logistics to improve consumer experience on Black Friday.
Comprehensive Black Friday strategy
Whirlpool, owner of the Brastemp, Consul and KitchenAid brands in Brazil, has built a broad strategy for Black Friday 2025. The company aims to turn the shopping journey into a competitive advantage. To do so, it combines qualified customer service, data intelligence and new logistics solutions.
For the peak retail period, Whirlpool integrates intensive training for service teams with strategic use of the voice of the customer (VOC). It is also testing scheduled delivery across Brazil. The goal is to guarantee autonomy, personalization and robust support from behavior analysis to after-sales.
Training and rising demand
During the promotional season, service channels for the brands see an increase of around 50% in contact volume. To prepare, the Customer Experience (CX) area analyzes consumer behavior from previous Black Fridays. This way, the company estimates operational needs and adjusts capacity.
The preparation includes more than 300 hours of training for frontline staff. The focus lies on processes, brand culture and service quality. Thus, Whirlpool seeks faster and more accurate responses, strengthening consumer trust.
Voice of the customer and The Boss Expert
The work is multidisciplinary and involves marketing, logistics, engineering and technical assistance. All areas operate with a strong focus on the voice of the customer (VOC). This integrated view makes the journey more consistent and enables quick reactions to consumer needs.
To reinforce a culture of proximity and active listening, Whirlpool created the The Boss Expert program. The initiative immerses employees in key stages of the customer journey. Experiences include call center activities and home service visits with the authorized service network.
The program reaches 95% satisfaction. Its purpose is to identify improvement points in the experience and generate insights for areas such as Product Development. In this way, consumer perception becomes practical adjustments and new solutions.
“The Brazilian consumer is constantly changing, and tracking this behavior is one of our premises to ensure memorable experiences. Today, customers are more informed, connected and demanding. They do not look only for price; they value a shopping journey that reinforces their importance to the brand and expect agile, reliable after-sales service that truly simplifies their routine. One example is the preference for scheduled Friday delivery, reflecting the rise of home office,” says Daniel Nunes, Director of Consumer Care & Spare Parts at Whirlpool.
Direct channels and consumer data
This structure relies on Whirlpool’s strong presence in direct-to-consumer (D2C) channels. The company’s own digital ecosystem, including the Brastemp, Consul and KitchenAid websites, enables closer relationships. Moreover, it generates valuable data on consumer habits and expectations.
Putting the consumer at the center guides every decision. Each year, Whirlpool interacts with more than 300,000 Brazilian consumers. As a result, it turns each insight into new products, processes and solutions aligned with real needs.
“Our focus is not on a specific seasonality, but on constantly innovating with purpose and quality, delivering solutions that positively impact the entire consumer journey. In this context, Black Friday is another opportunity to surprise consumers of our brands throughout the shopping journey. We understand that the experience does not end at the purchase; it is in after-sales that we build loyalty,” adds Daniel.
About Whirlpool Corporation
Whirlpool Corporation (NYSE: WHR) is one of the world’s leading home appliance companies. The company continually strives to improve life at home. As the largest appliance manufacturer headquartered in the United States, it drives innovation to meet evolving consumer needs.
Its portfolio includes iconic brands such as Whirlpool, KitchenAid, JennAir, Maytag, Amana, Brastemp, Consul and InSinkErator. In 2024, the company reported approximately 17 billion dollars in sales, with nearly 90% of revenue from the Americas. It also employs about 44,000 people and operates 40 research and technology centers.
