How UC Drove Sales, Rescued Customers From Voicemail Hell

EMSL discovered how un-unified it seemed to its customers when a UC project that forwarded calls to employees' mobile devices proved the secret to winning back business.

Ask your average CIO about his business case for unified communications (UC), and the likely answer will come down to cost reduction or avoidance--savings generated by voice-over-IP (VoIP) networks, bills lowered using instant messaging instead of toll calls.

But the real value in UC--improved communications among employees and with customers--is rarely best expressed in dollars and cents.

When Richard Buss began exploring UC in 2010, his goals were straightforward: simplify his telecom infrastructure, cut costs, harden his networks and reduce network redundancy. At the time, the vice president of technology for environmental testing company EMSL Analytical was managing a hodgepodge of phone systems scattered around the company's 43 sites.

But as he pulled together his UC requirements, he found it wasn't just the technology that was disjointed. "We hadn't realized how 'un-unified' we sounded to our customers," Buss says.

Lab staff felt their time was wasted fielding unrelated customer calls. Elsewhere, those taking calls wouldn't have access to information requested. Customers faced frequent transfers or would land in voicemail. "That experience wasn't what our customers were looking for," says Buss, adding that EMSL, whose clients include the Environmental Protection Agency and New York's Port Authority, lost business as a result. EMSL was staffed with deep subject-matter experts--microbiologists, food scientists, geologists and chemists. But neither customers nor internal employees could find them.

During the yearlong UC rollout, EMSL and vendor Alteva collaborated to map out call flows that essentially created virtual work groups out of like-minded experts scattered throughout the company. Alteva Anywhere, the vendor's "follow me, find me" service for routing calls to employee cell phones, has been a revenue booster for EMSL, says Buss. "Sales are increasing, we're getting more new customers and winning back some we lost over time."

To continue reading this article register now

The CIO Fall digital issue is here! Learn how CIO100 award-winning organizations are reimagining products and services for a new era of customer and employee engagement.