Miele Professional, the commercial division of the Domestic appliance brand has begun a long-term lead generation campaign to increase sales.

Miele, which provides the care, hospitality and health industries with laundry and kitchen equipment, has appointed contact centre GasboxDMG to head the campaign until at least September 2011 with the aim of supporting its growth in these markets.

GasboxDMG will deliver lead generation activity and provide inbound customer service support, it will also provide an in-house tool which tracks leads through the pipeline and uses real time alerts and summary reporting. It will be creating an online survey to better understand clients at different stages of the lifecycle, and take over the production of Miele's newsletters in order to promote brand awareness.

Chris Hancock, MD at GasboxDMG says, "Lead generation, when performed well, can be a cost effective means of identifying potential customers, enabling the Miele sales team to focus its efforts on converting prospects to sales."