From scattered communication to relevant customer contact

The challenge

For Kärcher, the challenge was to make customer communication more targeted and more efficient.

• Only what's valuable

  Customers needed a way to receive only the communication that matters to them.

• Staying close after the purchase

  A pressure washer and a garden tool need different advice once they're home. Customers should get help that fits what they bought.

• Two languages

  Pages, flows and newsletters had to work in Dutch and in French.

• Simple to run, easy to move

  Workflows had to be easy to manage and easy to transfer to other systems or markets.

Our approach

Together with Kärcher, we renewed the preference pages, set up automated workflows after purchase and took on a range of other customer communications.

1. 01

   Preference pages in NL and FR

   Two new pages let customers choose what they receive: updates on specific product categories, tips and tricks, or exclusive offers.

2. 02

   After-sales flows per product category

   Each category gets its own series. Pressure washers: basic use and safety, then maintenance, then accessory recommendations. Garden tools: first use and settings, seasonal maintenance, then troubleshooting and FAQs.

3. 03

   A simple, linear structure

   A standard structure makes the flows easy to set up, manage and adapt for other markets or systems. That saves time and keeps errors down.

4. 04

   Built in Adobe Campaign

   Dynamic audiences based on click behaviour in earlier emails, workflows that rerun automatically, and fixed naming labels that keep everything clear.

5. 05

   The everyday flows

   A birthday email with a voucher, plus a reminder if it isn't opened. An instant confirmation and a follow-up when someone requests a brochure. A reminder three days after the welcome email for new customers who haven't set their preferences yet.

6. 06

   Newsletter and campaigns

   Since November 2023 we've produced the monthly B2B newsletter, in French and Dutch. On top of that come seasonal campaigns, such as winter maintenance tips or summer deals on garden equipment, and mailings for owners of specific products like steam cleaners or water pumps.

Takeaway

Kärcher's customers now get communication that fits what they bought and what they asked for. The first results are promising, and this is only the start.

• More relevance

  Customers choose what they receive, so messages match their interests.

• Support after purchase

  Product-specific follow-up helps customers after they buy, which leads to higher satisfaction and loyalty.

• A more efficient process

  Linear, standardised workflows that rerun on their own save time and keep errors down.

• Always improving

  We keep testing and optimising to respond to customer needs and new trends.