How AS Colour Unites Global Support and Sales Teams With Aircall

Every product AS Colour designs and produces across its premium apparel range is crafted with time and care. With a growing wholesale and retail presence in Australia, New Zealand, the UK and the US, this thoughtful approach extends to the top-tier experience they provide for their team, partners, and customers.

To understand how Aircall has supported the teams in delivering outstanding sales and support services, we spoke with AS Colour’s Customer Experience Manager, Isaac Curry, and their New Zealand/Australia Head of Sales, Sam Sharland.

Delivering Premium Apparel and Customer Service Worldwide

Isaac and Sam highlight that AS Colour takes pride in the quality of its simple and timeless apparel—which means its supply chain is a crucial part of the business.

Isaac and Sam understood that building meaningful connections between internal and external stakeholders would be vital to ensure AS Colour’s multinational operation upheld the highest standards for customers.

Two years ago, the team implemented Aircall as its cloud-based call centre. Aircall’s variety of integrations and productivity-boosting features has transformed AS Colour’s ability to create a customer-first approach to sales and support.

Transforming Support Teams With a Cloud-Based Call Centre

Before using Aircall, AS Colour relied on traditional phone systems across each of their four regions. Each region had to use a separate operator—meaning there was no consistency in the service provided. Additionally, these traditional services lacked the rich, connected features of Aircall's cloud-based system.

“We had four different operators—and that meant four different systems that we had no control over. With Aircall, we had the ability to change that within minutes,” Sam points out.

Aircall allows organisations to create local and international numbers in over 100 countries—meaning AS Colour could establish their global presence in just a few clicks.

Meanwhile, with everything centralised on Aircall, the team has complete control over their phone system. Whether they want to manage the organisation’s business hours, route calls across the business or set up Interactive Voice Response (IVR), Aircall makes the process effortless.

With intuitive controls like these, AS Colour can tailor its cloud-based calling system to suit their needs—creating a better experience for teams and enabling closer connections with customers.

Unlocking the Power of Aircall’s Integrations

Aircall offers over 100 integrations on its marketplace, enabling everything from AI-powered call transcription to launching customer satisfaction surveys. For AS Colour, one integration was especially important: HubSpot, which serves as AS Colour’s CRM platform.

With the HubSpot integration, sales and support teams can streamline their call workflows, access caller data during calls, and instantly save everything to client records.

Instead of searching for information, with Aircall, AS Colour’s team gets instant access to all their call data within HubSpot—from call duration to call recordings, comments, and outcomes. This allows them to put customer needs first, improving success rates and supporting the company’s growth.

“Integrating HubSpot and Aircall has been a game changer. It puts all the context we need at our fingertips—we can see how often we’re contacting partners, what the outcomes of those calls are and much more. Most importantly, it means our teams always have the information they need to deliver a meaningful, empathetic connection with customers,” explains Isaac.

Turning Call Centre Analytics Into Customer Success

Alongside integrations, another standout feature of Aircall for AS Colour is the call centre analytics available on the dashboard. These give the AS Colour team instant access to crucial call centre metrics at a glance. Here are just some of the key benefits call centre analytics provide.

Tracking KPIs across teams

Using call centre analytics, AS Colour can monitor the performance of their entire call centre in one place, making it easy to focus on challenges or replicate successes.

Monitoring key metrics

Delivering excellent customer service means knowing where improvements can be made. With call centre analytics, leaders can get real-time updates on average call times, missed call rates, wait times and response times.

Analysing trends

Call centre analytics aren’t just useful for one-off checks—they can also reveal the direction of an entire support or sales team. Using custom filters like date ranges and call tags, Aircall makes it easy to turn data points into actionable insights.

“Using Aircall’s dashboard and analytics, we were able to identify that we needed more staff to serve our customers. Being able to quickly spot those trends and then act on them is crucial for us to deliver the best experience for both our teams and our customers. Without the clear data and visibility from Aircall, it wouldn’t have been possible,” adds Isaac.

Growing Global Customer Teams Supported by Aircall

AS Colour will continue to build on its successful, customer-focused approach in the coming months and years, with plans underway to expand its US- and UK-based teams. And after an excellent partnership so far, Isaac and Sam know that Aircall will be a key part of that future journey.

“Our Aircall account manager has been fantastic. We meet with them regularly, and they’re helping us come up with new ideas for how we can deliver an outstanding customer experience,” says Isaac.

“The implementation process with Aircall was seamless. Our customer service team was even trained by the Aircall onboarding team. After just a few meetings, we were ready to get started—and we know future teams will be able to do the same,” adds Sam.

Whether it’s integrating with their CRM to drive customer success or onboarding teams in just a few clicks, with Aircall, AS Colour can deliver highly tailored customer service that truly reflects their apparel.