Corkcicle got hot by keeping wine and beer cold.
One of the most successful and innovative new consumer products companies in the United States, the company in 2011 launched its first product, a bottle insert that keeps wine and bottled beer at the exact right temperature. Retailers and wholesalers want to carry it, consumers want to own it or give it as a gift.
Sales skyrocketed and awards poured in. In 2012, Oprah Winfrey picked Corkcicle as one of her “Favorite Things.” The company also won a pair of “Stevies” at the annual American Business Awards: a Gold Stevie for Best New Company of the Year and a Silver Stevie for Best Retail Company of the Year.
Corkcicle keeps chilled white wines cool and brings room temperature red wines down to the perfect temperature. The product is inserted into the bottle's opening in place of the cork. The company’s beer product, called Chillsner, works the same way.
Based on the strong sales in 2011, the company knew it would need a highly capable and scalable customer service operation for 2012. According to Ben Hewitt, Corkcicle partner, the company hired OnBrand24 early in the year so it would be knowledgeable about the brand and product line in time for the holiday selling season, which is the company’s busiest time of year.
From January until September, 90 percent of inbound calls and emails come from retailers and wholesalers, mostly small businesses. During Q4, the percentage of consumer inquiries increases substantially. But whether it’s a retailer or a consumer, Corkcicle wants its call center to reflect a consistent brand.
“We needed consistency of message and attitude,” said Hewitt. “We want a certain type of demeanor and personality. We want a feel-good, warm attitude – not a matter-of-fact style, but relationship building. We want our customers to feel they are part of us. OnBrand24 has really given us that.”
In fact, said Hewitt, when he talks with his retailers at trade shows they commend him on Corkcicle customer service. “They tell me they don’t understand how we built out our customer service team so fast.
Beyond its ability to deliver “branded” customer service, Hewitt said OnBrand24 also was selected because its representatives can handle Corkcicle’s complex order processing system.
“Generally speaking, someone with good client-facing skills isn’t good technically, but OnBrand24 is good at both,” he said.
Another OnBrand24 advantage: scalability. With a large amount of Corkcicle sales taking place in the fourth quarter, OnBrand24 can staff up the customer service team, and then scale it back after the holidays. Hewitt praised the call center services provider’s bench. “If we need more people on our team, they can fill it quickly.
“They take so many staffing and technical headaches off our plate, things that would take us away from product development, brand development and product protection,” Hewitt said.
Another advantage: Flexibility.
When Corkcicle hired OnBrand24, calls, emails and chat were initially handled by a shared team of representatives, who also worked for a limited number of other OnBrand24 clients. But as Corkcicle’s call volume grew, and its distinctive personality and brand developed, Corkcicle shifted to a dedicated OnBrand24 team that only works on the Corkcicle program. At peak selling periods, the team totals 12 representatives.
“Their management has been great building a customized program that supports our branding strategy,” said Hewitt. “We can hand pick the right kind of person for us. OnBrand24 is very transparent with their resources, and we’ve been able to evolve our call center capability as our company has grown. They’ve been a great partner for us.”