Get Your Communications System Out Of The Dark Ages

By Michael Mellott



To succeed today, companies must understand that their purpose is serving customers - a group whose expectation levels are rising constantly. We needn't look further than our own experience to recognize this change. Consider your own reaction to a busy signal when placing a catalog order or to waiting in line at the bank. Technology has made us more demanding consumers.

The next-generation phone system is one of the best examples of a better solution that fulfills small- and medium-size businesses' requirements for better customer service. The IP PBX delivers on the promise to provide simpler, more cost-effective access to the most customer-centric applications, including unified messaging, call center applications, speech recognition and a host of other tools. What these applications share is the ability to take advantage of customer information that is stored or displayed on a computer network. The ability to gather and intelligently use that information is a critical difference.



A Better Fit for Changing Applications

Better suited to emerging and changing applications, IP PBX systems are built to slip into Ethernet networks as easily as stackable Ethernet switches. Since these systems are network addressable devices, they operate as peers with PCs and servers and therefore can easily exchange information with those devices. The ability of an IP PBX to provide users with access and information exemplifies its value and is where return on investment really hits home.

Often, IP PBXs come equipped with many leading-edge applications built-in, such as browser-based administration, on-screen dialing or PDA dialing, unified messaging with automated attendants and voice mail, and call center capabilities. The applications are easier to operate because they can interoperate with the user's PC. Information is displayed simply so that it can be understood easily, making workers more productive and customers happier.

Since the IP PBX and IP telephone are part of the data network, the concept of remote users or remote location changes dramatically. If a data network reaches a location, the IP PBX also reaches that same location. At the very least, this allows for remote configuration and maintenance of multiple locations. However, it can just as easily provide remote or teleworkers with the connectivity and feature functionality of an office telephone in the home or the remote office. This type of connectivity is taken for granted with remote access to e-mail - why should telephone calls be different?

Moreover, networked telephony solutions are more economical. The savings come on a number of fronts. The most significant is the elimination of the cost of installing and maintaining duplicate infrastructures. Additionally, maintenance of IP PBX systems is simpler. Entering and updating system information is straightforward and can be accomplished remotely, if necessary. Since networked telephony systems are easy to use, companies can offload routine tasks (such as adds, moves and changes) from technicians to users without incurring administrative costs.



Why Make Changes?

The reality is, if you stand pat, you're going to get less of your customers' business, not the same amount. Change isn't inevitable; it's necessary.

So why not keep an existing PBX and add to it? The fact is that change is a challenging issue for PBX systems. PBX systems optimize voice communications and cannot support new applications easily. They were designed to move calls, but not data associated with a call. Basic information about an incoming call, such as Caller ID, is not available to most office employees. Furthermore, if the PBX provides the information via the telephone's display, there are few ways to get that information out of the PBX so that it can be used to make decisions. The PBX is a closed, proprietary system, and this is why adding an application is complicated and expensive.



Making The Selection

- Firms migrating to networked telephony systems are best advised to start the selection process by examining the robustness of an IP PBX's architecture.

- Reliability is a core requirement. While employees may be accustomed to PCs occasionally crashing, the expectation is that the phone will operate all of the time. When examining reliability, focus on the system's software. Robust hardware is certainly desirable, but experience shows that software disruptions are far more likely than hardware failures.

- The solution has to be simple to administer. Look for systems that minimize the quantity and variety of hardware needed to get the system operational. For example, browser-based management helps administrators quickly pinpoint problem spots, even from remote locations. Ensure the solution allows individual users to configure their phones easily to meet personal communication needs and to optimize productivity.

- Look for a true Ethernet/IP telephone. Don't be fooled by some products that use older digital phones or single line phones with complicated "bolt-on" gateways to mimic some of the capabilities of an IP PBX. These solutions are merely complicated facades. They lack the real functionality, built-in applications and ease of use of an IP PBX.

- Ask for references. Are there five or 5,000 of these products in use? A skilled reseller with experience installing the solution makes a big difference. There is nothing wrong with pursuing a great new solution, but be certain that the reseller and the manufacturer have real experience with IP PBXs.

- Compliance with common telephony standards, such as T1 and T1/PRI as well as typical analog lines, is an absolute requirement.

During the past few years, there has been a great deal of talk about the benefits of IP PBXs. With voice communications so crucial to daily operations, certain corporations have been hesitant of embracing the technology. This should no longer be the case. Networked telephony has moved from the early adopter stage into the corporate mainstream. That means that a growing number of companies are deploying this technology with the expectation that they will improve customer service and lower costs. If your company has not already closely examined these next-generation phone systems, maybe your competition has and is planning to use them to transform your customers into theirs.



Michael Mellott is president of MIT Group, a Columbia-based network LAN/WAN and Computer Telephony Integrator. MIT Group specializes in converging technologies including IP Telephony. He can be reached at 410-884-0225, by fax @ 410-884-4107 or e-mail at mmellott@mitgroup.com.