WMF Professional Coffee Machines sets standards in the digital customer journey with its new website

Next level customer engagement 
Addressing customers is more than ever a matter of interweaving digital and analogue aspects of the customer journey. WMF is a pioneer in this field. From equipping its fully automatic coffee machines with large digital touch displays at an early stage, to the virtual showroom where visitors could digitally immerse themselves in the world of professional coffee machines during the pandemic, to the constantly growing e-commerce range of accessories, consumables and spare parts. For some time now, selected coffee machine models have also been available for direct online purchase. The clear aim of this holistic customer approach is to improve user-friendliness and customer interaction. This commitment to true customer centricity was also a decisive factor in the development of the new website.

Putting customers at the centre of the online experience
At the heart of the relaunch is the customer experience. For this reason, WMF has placed great emphasis on clear user guidance. This is achieved through short, concise customer and industry-specific content and success stories that highlight the individual requirements and benefits for different target groups. Closer interlinking of content also ensures that users can navigate intuitively through the site.

Modern design and intelligent features
The new design ensures that all this information flows organically and provides a central theme throughout the site. Animations, cleverly placed videos and interactive ‘scrollytelling’ through text, images and video tell a coherent story. Piero Adamo, Head of Digital Marketing at WMF Professional Coffee Machines, sums up the idea: “The website is designed to provide our customers with the best possible support in their individual decision-making process.”

Practical help from AI
This also applies to the new AI functions on the WMF website. For example, visitors can use the new product finder to put all current machine models through their paces in three dimensions, filtering by machine type, cup capacity and industry as desired. In keeping with the concept of a seamless customer journey, an intelligent chatbot is also available to assist customers at any time. Axel Fähnle, Head of Marketing at WMF Professional Coffee Machines, emphasises: “With these AI functions, we ensure that users always get the support they need and can get in touch with us even more easily.”

Visit the new website here