Whirlpool 2005 Annual Report Download - page 12

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Employees can now understand the particulars around why microwave color, styling and
quality appeal to the North American and European customer. Instead of preaching the
importance of visual brand language, we are physically showing employees why quality
and good design are essential. — Andrew Yu
Andrew Yu
Plant Director, Shunde, China
Whirlpool Asia
How do you connect employees in Whirlpool Corporation’s Southern China
microwave factory with customers half a planet away? How do you instill a sense
of importance in their work for driving Whirlpool customer loyalty in Europe and
America? Simple, thought Andrew Yu, Whirlpool plant director in Shunde, China …
you take them there.
Andrew had American and European style kitchens built in the factory’s main
entrance. In fact, he built three kitchen vignettes, giving his employees the chance
to experience first hand the foreign environments … and providing a solid,
visual connection to the KitchenAid, Whirlpool and Bauknecht brands.
“Employees can now understand the particulars around why microwave
color, styling and quality appeal to the North American and European
customer,” says Andrew. “Instead of preaching the importance of visual
brand language, we are physically showing employees why quality and
good design are essential. This helps to better connect our workforce with
customers halfway around the world they would otherwise never meet.”
People / Process / ProductsFocusing on the Customer … Half a World Away
8 Whirlpool Corporation