Case Study: The Cookware Company achieves outstanding omnichannel customer service and clears a 7,000-ticket backlog during 300% YoY growth with Aircall

How The Cookware Company Achieves Outstanding Omnichannel Customer Service with 300% Growth YoY

The Cookware Company, a global maker and distributor of smart cookware with more than 25 brands and 500 trademarks, faced a sudden 300% year‑over‑year growth that overwhelmed its support team. Customer inquiries ballooned from a few emails and calls a day to hundreds of email tickets and 150+ calls daily, creating a backlog of 7,000 tickets, dozens of missed calls, and an urgent need for a scalable omnichannel solution that integrated with existing tools like Zendesk.

They implemented Aircall integrated with Zendesk (plus ShipUp and Magento) to give agents a 360° view of customer interactions, plus dashboards, IVR, skill‑based routing and local/international numbers for each brand. Within two months they cleared the backlog, improved NPS from -25 to +45, raised CSAT from ~50% to 85–90%, virtually eliminated missed calls, and gained the tracking, forecasting and integrations needed to scale support efficiently.

The Cookware Company

Ludovic Leleu

Customer Support Manager