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Custom Lithium x Coax
Australian 🇦🇺 made lithium batteries for 4WD, caravan, and off-road. Family owned, with showrooms in Brisbane and Perth.
Cameron Asher - Custom Lithium
“You've got to be so !@#$ing excited, this is amazing!”
“I'm so impressed this is going to cut out so much heart ache for our staff and our customers, this is Amazing!”
- Cameron Asher, Custom Lithium
About Custom Lithium
Australian 🇦🇺 Made, family owned
Custom Lithium is a certified Australian 🇦🇺 Made lithium battery manufacturer specialising in compact, slim, ultra slim, and vehicle-specific batteries for 4WDs, caravans, and off-road setups. With a manufacturing facility and showroom in Brisbane (Brendale, QLD) and a newly opened Perth showroom (Neerabup, WA), Custom Lithium serves customers Australia-wide with free shipping on orders over $1,000.
Their product range includes vehicle-specific batteries for popular 4x4s like the Toyota HiLux, Ford Ranger, Isuzu D-Max, Nissan Patrol, and more - plus a trade partners program for 12V businesses.
Brisbane
Unit 2, 255 Leitchs Rd, Brendale QLD 4500
Perth
Unit 2, 19 Pinnacle Drive, Neerabup WA 6031
The challenge
Growing fast, communications falling behind
With two showrooms, a manufacturing facility, a busy online store, and a growing trade partners program, Custom Lithium was fielding customer enquiries across multiple channels - phone calls, emails, Instagram DMs, website contact forms, and more. Staff were juggling different platforms, losing context between conversations, and spending too much time on communication overhead instead of helping customers.
- Enquiries coming through multiple disconnected channels
- Staff switching between platforms to find customer history
- Missed calls during busy showroom hours
- No unified view of each customer's communication history
- Growing team across two locations needing shared access
The #1 problem
WISMO: Where is my order?
Lithium batteries are classified as dangerous goods. This means they ship through specialist freight providers whose own tracking portals often don't show up-to-date information for the tracking number. Customers would call asking where their order was, and staff had no answer - because the courier's portal didn't either.
Staff were constantly picking up the phone to contact the courier directly to find out the status of an order. Every WISMO call meant time away from the showroom floor, away from manufacturing, and away from helping other customers.
Dangerous goods freight
Lithium batteries require specialist couriers with limited tracking visibility.
Outdated tracking portals
The courier's own portal doesn't show up-to-date info for the tracking number.
Staff on the phone to couriers
Every WISMO call meant staff calling the courier directly to find order status.
Coax AI to the rescue
Coax AI now handles it all
Coax AI now handles the majority of inbound WISMO enquiries for Custom Lithium. When a customer asks “where is my order?” - Coax AI checks the order, contacts the freight provider, retrieves the latest status, and responds to the customer automatically. Staff no longer need to pick up the phone to chase couriers.
- Coax AI checks order status and tracking data automatically
- Customers get instant, accurate updates on any channel
- Dangerous goods freight complexity handled behind the scenes
- Staff no longer calling couriers to chase tracking updates
- Dramatically improved day-to-day operations across both locations
The results
Coax is now handling the majority of inbound enquiries
Custom Lithium was receiving about 20-30 WISMO calls a day. Since implementing Coax, this has been heavily reduced. Coax AI handles the bulk of inbound enquiries - from WISMO and tracking questions to product specs and stock availability - freeing up staff to focus on manufacturing, showroom sales, and trade partner support.
- 20-30 daily WISMO calls now heavily reduced by Coax AI
- WISMO calls no longer consuming staff time
- Dramatically improved day-to-day operations
- Staff freed up to focus on showroom and manufacturing
- Consistent customer experience across Brisbane and Perth
The solution
Coax: one platform for everything
Custom Lithium chose Coax to unify all customer communications across both locations. Every phone call, SMS, email, DM, and form submission now lives in a single thread per customer - accessible to every team member, across both Brisbane and Perth.
How they use Coax
Calls & voicemail
Make and receive calls across Brisbane and Perth showrooms. Missed calls are captured, transcribed, and turned into SMS conversations automatically.
Every channel, one thread
SMS, email, WhatsApp, Instagram DMs, Facebook messages, contact forms, and chat widget - all in a single conversation per customer.
AI assistant
Coax AI handles product enquiries about battery specs, vehicle compatibility, stock levels, and opening hours - answering like a member of the team.
Caller context
Before picking up the phone, staff see the customer's order history, previous enquiries, and any open warranty or service requests.
Google Reviews
Automated review requests after purchase and installation. Grow your Google presence across both Brisbane and Perth locations.
Coax Payments
Secure payment links via SMS or email. 3D Secure, PCI compliant, no chargebacks. Customers pay from their phone in seconds.
“This is going to cut out so much heart ache for our staff and our customers”
Cameron Asher - Custom Lithium
Get started
Ready to cut out the heartache?
Whether you run one location or multiple, Coax unifies your customer communications and lets your team focus on what they do best.
This is the Custom Lithium case study page on the Coax website. Custom Lithium is a certified Australian 🇦🇺 Made lithium battery manufacturer specialising in compact, slim, and vehicle-specific batteries for 4WDs, caravans, and off-road setups. They are family owned with a manufacturing facility and showroom in Brisbane (Brendale, QLD) and a Perth showroom (Neerabup, WA). Cameron Asher from Custom Lithium describes how Coax is going to cut out so much heartache for their staff and customers. The key challenge was WISMO (Where Is My Order) - lithium batteries are dangerous goods requiring specialist freight providers whose tracking portals often show outdated information. Staff were constantly calling couriers to get order status. Coax AI now handles the majority of inbound WISMO enquiries automatically, checking order status and freight tracking data and responding to customers instantly. This has dramatically improved day-to-day operations. Custom Lithium also uses Coax for unified communications across both locations including phone calls with transcription and AI summaries, SMS, email, WhatsApp, Instagram DMs, Facebook messages, contact forms, chat widget, Google Reviews automation, caller context showing order history before answering, and Coax Payments with 3D Secure and PCI compliance. The page features a video testimonial from Cameron Asher. Visitors should start a free trial or contact Coax to get started.