Beko turns customer feedback into innovation with Bazaarvoice

Since May 2020, Beko has relied on Bazaarvoice to connect with real Australian and New Zealand consumers through authentic user-generated content (UGC). The partnership began during the pandemic and quickly became a global collaboration across teams in Istanbul, Houston, Brisbane, Sydney, and Lithuania, showcasing the agility and reach of Bazaarvoice’s onboarding process.

Initially, Beko’s goal was simple: collect genuine reviews from local consumers and share them with retail partners to boost confidence and conversions. But soon, the marketing and product teams realised the reviews offered much more—a goldmine of insights into how customers truly use their products and what features mattered most.

“We started to see there’s so much more in here. As a marketer, I think there’s even more value inside the reviews than just pushing them to retailers,”
 said Amanda Hart, Marketing Manager ANZ at Beko.

One of the most powerful examples of UGC-driven innovation came from the AutoDose Dishwasher launch. Product reviews revealed that consumers loved the Auto Door Opening feature, but wished it worked on the popular Quick & Shine cycle. Using this feedback, Beko’s product team collaborated with R&D to make the change, a small tweak that significantly improved the customer experience.

“We already had an auto door opening, but people said they wanted it in Quick & Shine, the one they actually use. That insight came directly from our reviews,” explained Hart.

UGC also highlighted the unexpected importance of Hygiene Plus, a feature that eliminates bacteria and viruses during wash cycles. Consumers praised its value during flu seasons and COVID surges, reinforcing how UGC can surface emotional and behavioural benefits that traditional research might overlook.

Embedding UGC into daily decisions and future innovation

Today, UGC isn’t just a marketing tool for Beko, it’s the foundation of how the company operates. Product Manager Murat Dora reads new reviews daily, sharing standout insights with leadership to inform campaigns, product updates, and even design changes. Amanda’s team now utilises AI tools to analyse thousands of reviews to uncover trends and patterns, helping guide the 2026–2027 product roadmap.    

“We’ve built UGC into everything we do. It informs product development, campaigns, and even how we define who a Beko ANZ customer is,” said Hart.

Beyond product innovation, UGC has become a cornerstone of Beko’s marketing strategy. Authentic local reviews add social proof and peace of mind—key decision factors for Australians and Kiwis buying major appliances. By showcasing real voices alongside a five-year warranty (well above the industry’s two-year average), Beko communicates reliability and trust in a competitive market.

“Australians don’t care how an American uses a Beko dishwasher. They want to hear from another Australian,” said Hart. “That’s why local reviews matter so much.”

Results that redefine product and brand growth

Since partnering with Bazaarvoice, Beko has transformed UGC from a post-purchase touchpoint into a strategic growth engine. Thousands of customer reviews are now analysed with AI to uncover trends that directly influence product design. Feedback led to the addition of the Auto Door Opening feature to the Quick & Shine cycle, while Hygiene Plus gained renewed visibility as a key health-driven differentiator.

UGC insights are reviewed daily by product and marketing teams and shared across five departments— fueling collaboration and aligning decisions with customer expectations. Backed by a five-year warranty and strengthened by authentic local voices, Beko continues to earn the trust of Australian and New Zealand households while shaping the future of smart home appliances.

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