How Quooker unified customer service across 19 countries with ROGER365.io

About Quooker

Quooker is the global market leader in instant boiling water taps. The idea began in a basement in Ridderkerk, where founder Henri Peteri wondered why there was instant soup but no instant boiling water. That question grew into a family business that now sells its taps in 19 countries, from Paris to Hong Kong, and opens a new country roughly every two years. Around 800 people work for Quooker, and every office, wherever it is, looks and feels the same as the head office in Ridderkerk. The company wants its telephony to give customers that same familiar experience everywhere.

The challenges

Quooker's international growth exposed the limits of its telephony. The company had run an old Siemens Unify exchange, then a provider aligned with Skype for Business. Neither kept up. The bigger issue was stability. Calls dropped, often in the first seconds, before an agent could even take the customer's name. On a busy morning, out of roughly twelve calls, as many as four could drop. That was a poor experience for agents and customers alike.

When Quooker moved to Microsoft Teams, native call queuing was too limited for its service operation: no advanced queues, welcome messages, or waiting messages. Setup was clumsy too. On Siemens Unify, changing a message meant recording it, sending it to a web service, and playing it back. Every new country was slow to bring online, with no simple way to give all markets the same standardised experience. Quooker needed a stable, flexible platform that could scale across every country it operates in.

"One of the basics is a stable connection. If a call drops in the first second, you have not even captured the customer's name. That is a bad experience for the agent, and much worse for the customer." - Koen van Steen, Service Manager, Quooker

The solution

Quooker follows a Microsoft unless strategy: Office, Teams, and Azure, with as much as possible in one place. So a Microsoft certified, Teams native contact center was the natural choice. Quooker chose ROGER365.io Attendant Console and Contact Center, implemented with its Elite Partner Interstellar, and went live in April 2023. Because everything lives inside Teams, the interface is familiar, security and policy are already in place, and agents do not switch between applications.

Quooker built one standard template for the caller journey. For each new country it copies the template, changes the country code and the language, and the new country gets started, so calling Quooker Spain feels the same as calling Quooker Netherlands. Salesforce is integrated, so an incoming number is recognised and the caller's name appears on screen. The service desk, reception, sales, and IT all use it, across all 19 countries. Wallboards and dashboards show live queue activity, and WhatsApp deflection, a virtual callback queue, and AI generated voice prompts round out the setup.

“When the phone rings, ROGER365.io recognises the number and shows Salesforce records identifying who is calling. You can open with ‘Good morning Mr de Vries and get straight to the point.” - Tim Hermsen, IT Systems Administrator, Quooker

The results

The first result is the one Quooker cares about most: stability. The dropped calls are gone, and nobody raises them anymore, which brings a professional, reliable feel to every conversation. From that stable base, the team gained flexibility, changing queues, opening hours, and call flows in minutes. The standard template makes global growth repeatable: a new country goes live by copying the template and changing the country code. Quooker has grown from four queues to more than 100, ready for worldwide expansion across its 19 countries.

The Salesforce integration greets callers by name, so agents open with context instead of asking who is on the line, which saves time on every call and signals the premium service Quooker is known for. Supervisors use wallboards to watch the queue and move staff between phone and email shifts as volume rises, keeping waiting times acceptable. Because the platform sits inside Microsoft Teams, security, compliance, and administration stay simple for IT.

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“The basis is it must always work. Features are great, but the foundation of a contact centre is reliability. ROGER365.io delivers that.” - Tim Hermsen, IT System Administrator, Quooker

Lessons Learned

Quooker's main lesson is to design the customer journey before migrating, not after. It moved quickly off the old Siemens Unify system because that system did not fit a modern company, and only built its country template later. Doing that first would have made the international rollout smoother from day one. Quooker also advises against a straight one to one copy of the old setup. A migration is the moment to make things better: standardise welcome messages per language, integrate the CRM early so every call starts with context, and automate wherever possible.

The future

Quooker sees a clear role for AI, with one firm rule: it supports people, it does not replace them. The company will always keep personal contact at the heart of its service. Near term, that means AI call summaries written straight into the Salesforce case, greeting customers by name, and proactive WhatsApp notifications. Further out, Quooker is looking at IoT and predictive maintenance, spotting that a water filter is near the end of its life and telling the customer before it fails. Microsoft Teams and ROGER365.io stay the foundation as the roadmap grows.

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