Meet Tom Cholke and OWI's Technical Services Team

Tom Cholke has been OWI’s Director of Technical Services for well over a decade. In this role, Tom leads a tight-knit team of highly knowledgeable product experts who field inbound product inquiries and investigate and resolve customer and consumer complaints.

“Because we are the customer-facing team, we are the voice of Old World Industries,” Tom says. “What we say, how we say it, and the professionalism we demonstrate are all a reflection on Old World.” 

Tom and his team can answer just about any question a customer might have—from why OWI’s BlueDEF® diesel exhaust fluid isn’t actually blue, to demystifying fluid sample analysis results, to troubleshooting DEF dispensing equipment issues. The wide ranging questions that Tom and his team field are a reflection on their deep expertise and the strong personal commitment to customer service excellence the team brings to OWI's technical department.

In this piece, we’ll profile Tom and his team of OWI product experts and explore:

 

• Tom's professional background and qualifications
• OWI's technical services team: What they do and why they do it
• How Tom's team solves difficult technical issues
• Tom's role in delivering on OWI's commitment to excellence

 

Tom's professional background and qualifications

 

Tom began his automotive journey as a hobbyist. While he never pursued a formal automotive course of study or turned a wrench for a living, he considers himself “a fairly capable backyard or shade-tree mechanic.”

After working in various roles that combined technical expertise with customer service, including five years of management experience in automotive retail, he joined OWI in 1995. Bringing Automotive Service Excellence (ASE) and Mobile Air Climate Systems Association (MACS) certifications with him, Tom started as a Technical Service Representative, later becoming a Technical Manager and then serving as Director of Technical Services for the past 14 years.

Over his tenure at OWI, Tom has built an impressive professional profile. His advanced credentials include membership in the American Society for Testing and Materials (ASTM) and the American Society of Heating, Refrigerating, and Air-Conditioning Engineers (ASHRAE). He is also active with the Technology & Maintenance Council (TMC) of the American Trucking Association.

Throughout his career at OWI, Tom has been responsible for Safety Data Sheets, product application cataloging, proofing product information content and labels, new product testing and evaluation, and product damage claim investigations at customer locations across the United States. His work has included finding and engaging with independent testing laboratories, evaluations of filters, spark plugs, coatings, and wiper blades, as well as representing OWI in small claims lawsuits.

In recent years, Tom has also leveraged his extensive knowledge of coolants and diesel exhaust fluid (DEF) to provide technical product training in support of OWI’s sales team. “I get involved with a lot of issues with a lot of different products—and that’s what makes it interesting to come to work each day,” Tom says. “You never know what surprise is around the corner.” 

 

OWI's technical services team: What they do and why they do it

 

At OWI, Tom leads a small, agile team of product experts who answer the phone and respond to emails when customers reach out with technical questions.

“There are two other people on the team besides me,” Tom explains. “Between us, there’s about 80 years of combined experience supporting OWI products.”

In 2025 alone, Tom and his team handled over 15,000 inbound technical inquiries across phone and email channels. About 80–85% of those questions came directly from individual consumers and customers. Tom’s team also answers questions as the Coolant Product Support Team for Exxon Mobil in the Americas.

This places the Technical Services team on the front lines of OWI’s commitment to old-fashioned, human-centered customer service—an approach that has become increasingly rare. “We care about what we’re doing, and we take pride in the work we do,” Tom says. “When you call OWI for help, you’re talking to a real person—not a voicemail or an AI dead end. If a question or problem comes in, we’ll do whatever it takes to get it answered.”

 

How Tom's team solves difficult technical issues

 

Sometimes, customers call or write in with simple questions. They may need help figuring out how to deal with differing voltage specifications for their OWI lighting products, or how to install their OWI wiper blades.

In these cases, consumers may not be aware of OWI's DIY Hub, which is filled with instructional videos covering all kinds of Old World products. "We also get folks who don't want to look it up online, or don't have that capability," Tom explains. "So, we talk them through their issue."

 

However, Tom and his team really get the chance to shine when they field complex and difficult issues that require deep, detailed analysis. He gives this example:

 

"Sometimes, folks will use our product and have a 'check engine' light come on shortly thereafter. They'll go to the dealership, and the dealership will blame our product because it's the easiest thing to do and they don't want to fight with the customer.

 

When those things come up, they find their way to me and my team. I do further investigation to find out what other reasons there could be for the problem the customer had with their vehicle. Sometimes there's a known issue. Sometimes the vehicle computer needs to be reflashed. Sometimes there's an oxygen or NOx sensor that went bad.

 

Once the investigation is done, I create a custom claim letter and I send it to the consumer. That way, the customer knows we're not just pencil-whipping it. We put in the effort to get to the bottom of their problem. That gives our customers a sense of confidence. We've done a thorough investigation, and if there's a problem with our product, we own up to it."

 

Tom's role in delivering on OWI's commitment to excellence

 

For Tom, exceptional product support goes beyond providing technical answers. It also includes honoring our product warranties, following through on resolving issues, and requires empathy and emotional intelligence. “It’s by design that we have reasonable, skilled people here who don’t have a chip on their shoulder,” he says. “We don’t try to win arguments. We’re here to assist customers and resolve issues fairly and transparently.”

That commitment is further reflected in OWI’s recognition from the Better Business Bureau. In 2025, there were zero claims filed against OWI with the BBB. OWI’s steadfast commitment to product quality and customer service continues to drive the company’s success. This plays a big part in why OWI is the number one wiper blade company in the United States by aftermarket sales volume. And number one in automotive lighting, antifreeze, and diesel exhaust fluid. 

That level of success doesn’t happen by accident. It’s the result of a company-wide dedication to teamwork, innovation, and customer care—values you can learn more about on our Meet Old World Industries page.