In the 1960s, consumer needs were shifting. It was no longer enough for a manufacturer to just provide appliances. Access to information, advice and counsel was paramount. In 1967, Whirlpool launched the Cool Line, the United States’ first 24-hour, toll-free number consumers could call for answers about its products, including installations, repairs and maintenance. Today, the same personalized approach to information and consumer support is reflected in the Whirlpool Consumer eXperience Center and is a strategy used by major companies around the world.