Beko scales smarter, more accessible customer care across 58 countries

27,000 technicians combine human expertise, connected diagnostics and AI-supported tools across Beko's global service network of 22 brands.

ISTANBUL, Sept. 30, 2026 /PRNewswire/ -- Beko, 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. Beko'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 Beko 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 Beko. "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

Beko'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

Beko'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 Beko'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 Beko 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 Beko.

In practice, this means giving technicians both the training and the tools they need as products and technologies evolve. Beko 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. Beko'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, Beko 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.

ABOUT BEKO

Beko is an international home appliance company with a strong global presence, operating through subsidiaries in more than 55 countries with a workforce of around 45,000 employees and production facilities spanning multiple regions—including Europe, Asia, Africa, and the Middle East. Beko has 22 brands owned or used with a limited license (Arçelik, Beko, Whirlpool*, Grundig, Hotpoint, Arctic, Ariston*, Leisure, Indesit, Blomberg, Defy, Dawlance, Hitachi*, Voltas Beko, Singer*, ElektraBregenz, Flavel, Bauknecht, Privileg, Altus, Ignis, Polar). Beko is the largest white goods company in Europe with its market share (based on volumes) and reached a consolidated turnover of 10.7 billion Euros in 2025. Beko's 28 R&D and Design Centers & Offices across the globe are home to over 2,000 R&D employees and hold more than 4,500 international registered patent applications to date. The company has achieved the highest score in the S&P Global Corporate Sustainability Assessment (CSA) in the DHP Household Durables industry for the seventh consecutive year (based on the results dated 16 October 2025).** The company has been recognized as the 89th most sustainable company on TIME Magazine and Statista's 2026 list of the World's Most Sustainable Companies and has been the sector leader for three consecutive years. Beko's vision is 'Respecting the World, Respected Worldwide.'

*Licensee limited to certain jurisdictions.   

**The data presented belongs to Arçelik A.Ş., a parent company of Beko.  

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