Customer Story
IWA Wine | IWA Wine Accessories · CellarPro · Le Cache · WineKeeper
Four brands, one communications platform — connected to NetSuite.
IWA Wine runs four distinct customer-facing brands from a single Contivio environment, with customer interactions and AI-generated conversation summaries captured on the NetSuite record their teams already work in.
Company snapshot
A wine storage and accessories specialist that is also a manufacturer.
Founded in Dallas in 1983 and based in California wine country today, IWA has more than four decades of experience in wine storage, service, accessories, cellar design, refrigeration, cabinetry, glassware and preservation.
- Industry
- Wine storage & accessoriesRetailer and manufacturer
- Founded
- 1983Dallas, Texas — now based in California wine country
- Brands
- FourIWA Wine Accessories, CellarPro, Le Cache, WineKeeper
- ERP / CRM
- Oracle NetSuiteScreen pop, Click-to-Dial and interaction logging on the record
- Deployment
- Contact center + PBXPrimary site plus remote users
- Chat
- Live chatAcross the four brand websites
- Interactions
- Recordings & transcriptsNow live inside NetSuite
- Insights & scorecards
- AI-generatedException-based reporting using native NetSuite tools
The challenge
Four customer experiences, one platform behind them.
IWA operates as both a retailer and a manufacturer, and each brand has different kinds of conversations with its customers. A call can be a straightforward question about an accessory order, or it can be the start of a months-long discussion about a custom cellar, a cooling system, installation and post-sale support.
Each brand — IWA Wine Accessories, CellarPro Cooling Systems, Le Cache Wine Cabinets and WineKeeper — carries its own identity, phone numbers, greetings, routing rules and sales and support teams. Customers reach the brand they know, and expect the people who answer to know that brand's products.
IWA wanted a unified platform that preserved each brand’s unique identity and business flows without requiring the company to individually configure and manage four separate communications systems.
The second requirement was just as specific. NetSuite is where customer, order and product data already lives, and IWA wanted communications to work inside it rather than beside it.
- Four brands, four customer-facing identities
- Order questions through to custom cellar projects
- Separate systems per brand would multiply administration
- Communications needed to work inside NetSuite
The solution
One environment, four front doors.
Contivio was deployed as a single contact center and PBX environment covering all four brands, across a primary site and remote users on softphones, mobile and IP phones.
Brand layer
Each brand keeps its own identity
- Brand-specific IVRs and call flows
- Main company number routes callers to the right brand
- Dedicated sales and support queues
- Direct-dial numbers
- Live chat on all four brand websites
Platform layer
One platform to administer
- Inbound voice and contact center
- PBX and telephony
- Queue callback and voicemail
- Softphone, mobile and IP phone users
NetSuite layer
Everything on the record
- Screen pop of the matching customer record
- NetSuite search when several records match
- New lead records pre-populated for unknown callers
- Click-to-Dial from inside NetSuite
- Interactions linked back to the right record
Four brands answer the phone their own way. Administration, reporting and the customer record stay in one place.
Why NetSuite mattered
Communications inside the system IWA already runs on.
The NetSuite integration was one of the primary reasons IWA selected Contivio. The requirement was not simply that the two systems could exchange data, but that communications would become part of the way their team already worked in NetSuite.
When a call arrives, Contivio screen-pops the matching NetSuite customer record. If more than one record matches, a NetSuite search is presented instead of leaving the agent to guess. If the caller is unknown, a new lead record can be opened with the information already captured on the call pre-populated.
Outbound works the same way in reverse: employees Click-to-Dial from NetSuite, and the interaction is linked back to the appropriate record when the call ends.
The practical effect is that customer communications are not a separate island of activity. What happened on the call is attached to the customer, the order or the lead it concerned.
- Inbound screen pop to the matching customer record
- NetSuite search presented on multiple matches
- New lead created with call information pre-populated
- Click-to-Dial from any NetSuite record
- Link-to-Call: interactions logged against the record
The evolution
From logged calls to understood conversations.
Since the original deployment, Contivio has expanded the integration to capture interaction data and AI-generated summaries in NetSuite. IWA can now see not just that a call happened, but what it was about.
Interaction history now includes
- AI-generated conversation summaries on the NetSuite record
- Call and interaction data captured alongside the customer
- Conversation context available to the next employee working with that customer
- A richer history without relying solely on manually entered notes
The integration IWA bought for screen pop and Click-to-Dial now carries the substance of the conversation as well. Interaction summaries are written back to NetSuite, so the record shows the context of what was discussed and not only that contact took place.
It is an extension of the original value proposition rather than a separate initiative: the same NetSuite record, holding more of the relationship.
The results
What changed day to day.
One environment to administer
Configuration, numbers, routing and reporting live in one place instead of being duplicated per brand.
Brand-specific customer experience
Each brand keeps its own numbers, greetings, call flows and queues, so callers reach the team that knows their product.
Better customer context in NetSuite
Interaction data and AI summaries sit on the customer record, alongside the order and account information the team already uses.
Continuity between people and teams
The next employee to speak with a customer — in sales, support or service — can see what came before.
A foundation to build on
With interactions already structured in NetSuite, further interaction intelligence is an extension of what is running rather than a new project.
The biggest value for us is having our customer conversations captured directly in NetSuite. Our team has the interaction history and context right where they already work.
Ben Argov · President, IWA Wine
IWA Wine AccessoriesCellarPro · Le Cache · WineKeeper
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Run every brand on one platform, inside NetSuite.
See how Contivio brings voice and chat into the NetSuite record — with screen pop, Click-to-Dial and AI interaction summaries built in.
