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27,000 technicians combine human expertise, connected diagnostics and AI-supported tools across Arçelik’s global service network of 22 brands.
Arçelik, a global leader in home appliances, is connecting its focus on product quality and reliability with a smarter, more accessible and increasingly proactive after-sales. Arçelik’s global after-sales operations extend across 58 countries, bringing together more than 7,000 service points, 27,000 technicians, 50 call centers and approximately 2,000 customer service agents. Ranging from its flagship consumer brand Arçelik to Whirlpool*, from Bauknecht to Hotpoint, this unified network ensures seamless support.
“High-quality customer care begins with a reliable product,” says Fatih Özkadı, Chief Customer Care Officer of Arçelik. “Our ambition is not to perform more repairs. It is to help customers get the best performance from their appliances and, whenever support is needed, provide the right solution with the highest possible service quality.”
Quality begins with the product
Arçelik’s approach to quality and reliability begins with product design, testing and manufacturing and continues throughout the customer’s ownership experience. This end-to-end quality management mechanism is supported by ISO 9001 certification across 100 percent of its headquarters and manufacturing plants and is independently verified through accredited third-party audits. To ensure continuous improvement, internal audits and advanced data analytics are systematically implemented across all divisions.
Customer feedback, product-quality indicators and service information are monitored to identify opportunities for product and process improvement. Through structured internal platforms and high-impact projects in digitalization, artificial intelligence, and traceability are systematically evaluated and deployed under executive oversight.
Support across the customer journey
Arçelik’s after-sales capabilities support customers before, during and after a service need. Product guidance, maintenance information, digital troubleshooting and connected-product capabilities can help customers use their appliances correctly, maintain their performance and resolve suitable issues without an on-site visit.
Customers can also use digital channels such as service sections of the brand web sites to access product information, troubleshoot suitable issues, create and manage service requests and connect with customer support. Through Arçelik’s smart home app, HomeWhiz, users also get seamless connectivity across compatible appliances, product guidance, self-service features, and in selected countries, one-touch access to consumer service through the Service Button.
Behind this setup stands a robust operation of 50 call centers and approximately 2,000 customer service agents, ensuring seamless human-backed assistance. These channels collect relevant information before a service visit, helping consumer service teams and technicians understand the issue and prepare more effectively.
Equipping technicians through continuous learning and AI
“Our technicians represent the human face of Arçelik in the customer’s home. We are responsible for combining their expertise with accurate product information, connected insights and AI-supported tools to empower them to deliver the quality of service our customers expect,” says Fatih Özkadı, Chief Customer Care Officer of Arçelik.
In practice, this means giving technicians both the training and the tools they need as products and technologies evolve. Arçelik provides in-person and online training covering product knowledge, diagnostics, repair practices, safety and consumer service. In 2025, the company delivered 2,204 technical training sessions across 48 countries, totalling 112,620 hours.
Technicians can also access technical documentation and diagnostic guidance through digital platforms. Arçelik’s AI-supported Technician Coach helps them find relevant information and generates approximately 800 repair solution recommendations a day across its global operations. These tools do not replace technicians’ expertise or judgment; they reduce the time spent searching for information and help technicians apply their knowledge more quickly and consistently.
More than 450,000 spare-part SKUs
Not every technical issue requires a physical component to be replaced. In some cases, technicians can install or update software on electronic control boards in the field, keeping functioning hardware in use.
When physical components are required, Arçelik supports its global service operations by managing a portfolio of more than 450,000 spare-part SKUs. Driven by AI-powered forecasting and integrated planning, spare-part availability improved by 5% in 2025, ensuring the right components are available wherever they are needed.
Arçelik scales smarter, more accessible customer care across 58 countries