Bosch Power Tools elevated efficiency and customer satisfaction through an AI-driven system, managing more than 1.5 million service tickets across 40 countries annually by enhancing routing accuracy, minimizing manual effort, and offering tailored language support.
While managing more than 1.5 million annual service tickets in approximately 40 countries, Bosch Power Tools — leveraging its deep customer service expertise and internal digital transformation strategy — identified a strategic opportunity to optimize routing efficiency. At the time, nearly 50% of the service tickets — or customer requests — were misrouted, requiring manual intervention.
Since customers depend on the long-established company to handle inquiries with expertise and offer solutions tailored to each client’s specifications, Bosch was looking to increase customer satisfaction and repeat purchases. In addition, the company sought to reduce lead times and IT maintenance costs.
Fortunately, as a frontrunner in innovation, the company had already taken steps to rejuvenate its corporate AI strategy, paving the way for forward-thinking solutions and groundbreaking advancements. Consequently, the new ticket handling system would revolutionize the service environment, creating a personalized experience for customers and enhancing responsiveness and satisfaction.
AI co-pilot
Bosch Power Tools appeals to both professionals and DIY enthusiasts looking to successfully complete projects either on the job at a construction site or in and around their home.
The upgraded platform features an AI extension — an “intelligent knowledge base” co-designed by Bosch’s CX and IT teams in collaboration with SAP, incorporating Bosch’s domain-specific service data to address complex customer inquiries with precision. This capability marks a turning point in how the company manages service, fostering innovation, reducing complexity, and reimagining productivity.
Since 1979, Bosch has built a strong relationship with SAP, the multinational software leader. This bond grew even deeper in 2023 when Bosch and SAP agreed to collaborate on shared AI initiatives.
With that strategy in place, the revised ticket handling system was formulated — utilizing agentic AI, particularly SAP Joule — designed to augment productivity and automate complex processes within SAP’s cloud applications, as well as SAP Customer Experience solutions.
The Joule agent was developed to dilute the routing challenges of the recent past, helping customer service specialists increase their understanding of user intentions while providing tailored assistance in each customer’s native language.
Revving the innovation motor
As soon as the upgraded system was tested in 2024, Bosch management noticed an incredible accuracy: More than 90% of tickets are now correctly classified.
Within seven months, the company launched its first “go-live” at a flagship contact center in April 2025, with phased global rollout underway.
As planned, the complex and conflicting workflow rules have been replaced, removing manual efforts in call centers, resulting in a seamless, more precise ticket routing, and guiding customers with intuitive, natural language directions.
“Integrating the AI Classification Agent replaced hundreds of routing workflows with a single prompt, significantly improving accuracy and resolution times,” said Florian Haustein, head of Digital CX for Bosch Power Tools.
Using the digital assistant, call center agents can provide ticket summaries of an entire conversation in ten lines, along with bullet points about customer queries and solutions offered and articles on how to address similar questions in the future.
Free from the labyrinth of IT-managed workflow rules, business teams are being empowered with greater self-service capabilities. Challenges that once took hours to solve can be remedied in minutes, saving up to 2,500 hours of annual contact center time and adding a significant amount of “man-free days” to the calendar of the IT department.
Haustein has characterized the transformation as “a true leap forward in intelligent service management.”
Extending the customer relationship
For its rapid development of a streamlined routing system that has enriched both UI and UX and saved time and cost by shrinking manual involvement, Bosch Power Tools was honored as a winner in the CX category at the SAP 2025 SAP Innovation Awards.
Bosch’s goal is to capitalize on the new tools to expand the system to other hotlines and extend the heightened customer relationship management (CRM) philosophy to sales teams. Observed Marcel LeCompte, Bosch Power Tools’ Lead Product Owner for CRM Sales & Service, “Our service agents report a fundamental change” that has translated to “more assured, empathetic interactions that build customer relationships beyond the immediate problem.”
To learn more about what Bosch did to earn SAP’s prestigious award, check out their Innovation Awards pitch deck.
