Press Release
Jena/Mettlach – To further strengthen ties with specialist craftspeople, dotSource supported Villeroy & Boch AG in implementing a loyalty management solution from Salesforce. As a result, the world-famous company was able to enhance customer loyalty in terms of products in the Bathroom and Wellness segment.
»A trade in hand finds gold in every land« – the ceramics manufacturer Villeroy & Boch is well aware of this old adage. The long-established company with headquarters in Mettlach (Saarland) has been successfully working with craftspeople specialising in bathroom and sanitary projects for a long time, making customers' modern bathroom dreams a reality. Villeroy & Boch launched its new »ViPartner« programme for those skilled workers from Germany and Austria to strengthen this partnership and develop it further in a data-driven way. An essential component: the loyalty management solution from Salesforce.
Retaining Both Customers and Partners
Specialist craftspeople form one of the links between manufacturers and customers, making them important multipliers for Villeroy & Boch. Due to their proximity to customers, they often have a considerable influence when it comes to choosing a manufacturer's brand. Consequently, partner loyalty in this product segment is always linked to customer loyalty.
Villeroy & Boch had already implemented a customer relationship management (CRM) system from Salesforce and developed a functional concept for a loyalty programme. The German company then turned to its digitalisation partner dotSource to assess a range of technological solutions and implement the most suitable one.
Following a requirements elicitation workshop, Villeroy & Boch opted for the »Salesforce Loyalty Management« module. It is equipped with many useful out-of-the-box functionalities like templates and promotion options, e.g. double points in the month of birth. This scalable solution also makes it possible to extend the loyalty programme to other countries and target audiences in the future.
Loyalty Management via MVP in Just Five Months
For Villeroy & Boch to quickly benefit from a functional, innovative loyalty programme, the CRM experts at dotSource created a minimum viable product (MVP) in just five months, which has been continuously developed ever since.
The loyalty programme divides members into three tiers – »Select«, »Premium« and »Excellent«. This allows for a targeted and differentiated approach according to specific customer needs and preferences. Depending on their tier, members can claim different benefits and can also exchange their accumulated points for a wide range of services.
Moreover, specialist craftspeople are encouraged to report their external purchases directly to Villeroy & Boch, which ensures increased transparency and traceability of transactions. This enables the ceramics manufacturer to create data-driven forecasts that provide insights into demand and purchasing behaviour.
In addition, Villeroy & Boch's sales activities are supported by an indicator that automatically informs sales representatives about upcoming tier upgrades and downgrades, thereby allowing for proactive customer communication. This is made possible by efficiently integrating data from the CRM system – a process established by dotSource.
In our collaboration with dotSource, flexibility and expertise complemented each other perfectly. We particularly appreciated the agency's hands-on approach to implementing good ideas immediately. We are delighted with the progress we have made together and look forward to our continued partnership.
About Villeroy & Boch
Villeroy & Boch is one of the world's leading premium brands for ceramic products. Founded in 1748 and headquartered in Mettlach, Germany, the family-owned company stands for innovation, tradition and style. As a renowned brand, Villeroy & Boch is represented in 125 countries with products in the Bathroom and Wellness as well as Dining and Lifestyle segments.
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