Whirlpool 2004 Annual Report Download - page 3

Over the last decade, Whirlpool Corporation has
transformed itself from a regional manufacturing
and trade-focused business into a global,
consumer-driven enterprise.
Moving the core of our strategy to the next
level means focusing our efforts on creating
unmatched levels of customer loyalty for our
brands … worldwide. Winning and retaining
customers, we believe, is increasingly based on the
reputation of our brands and the experience
consumers have with them over their lifetime of
ownership. Rather than competing for the same
customer at the point of sale, brand loyalty
provides us with a unique advantage as our
customers are predisposed to purchase our brands
based on past positive experience. Additionally,
we gain extra value when loyal customers
recommend our brands to relatives, friends and
neighbors for their appliance needs.
The ability to earn this loyalty requires that we
consistently provide consumers with innovative
solutions to meet their daily needs and lifestyles.
We must provide them with high-quality,
competitively produced products that deliver, and
build upon, the positive reputation of our brands.
We also must provide them with a positive
experience during each step of the ownership cycle.
We do this by partnering with the best added-
value trade partners and service providers. We
also are increasingly staying in touch with our
customers by connecting with them directly
during their ownership and building this brand
relationship over time.
As a company, we are learning and building
new skills that will enable us to better earn
customer loyalty. In a rapidly changing global
marketplace, our customers are more
knowledgeable and have more choices than ever
before. We understand this and believe our efforts
to build unmatched loyalty for Whirlpool
Corporation brands will make them the best
choice for many customers and provide
Whirlpool with a unique and differentiated value
creation strategy.
Customer Loyalty
The Core of Our Strategy