Russell Sigler Case Study
ShoreTel replaces Avaya, enabling a national air conditioning wholesaler to save money and provide better customer service
Rapid growth changes communication needs
After tripling the size of the business, Russell Sigler needed to reexamine how to support communications for the sales force, technicians, vendors, and customers.
Cost-effective, centralized telephony solution
Russell Sigler has been providing wholesale air conditioning supplies and parts from its home office in Tolleson, Arizona. After acquiring more than 30 branch offices, and with 700 employees now spread across 30 locations, the existing Avaya phone system needed to be expanded. But after pricing new phone equipment and services, Russell Sigler realized the system expansion would be cost-prohibitive.
The company turned to Starnet Data Design for help and learned about ShoreTel. “Rich Unterbrink, IT manager at Russell Sigler, asked us to assess his current technologies and assist him in designing, configuring, and deploying a new voice and data network for his 36 locations. At that time we decided to go with a centralized model and move his data systems from his corporate office to an off-site data center,” explains Roger Nenes, Arizona regional manager at Starnet Data Design.
“After working with Eryc Espinoza, Sigler’s voice engineer, we quickly realized that ShoreTel would provide enormous value as opposed to reinvesting to update the Avaya infrastructure and add equipment to the sites that lacked any Avaya technologies,” continues Nenes.
“Starnet played a huge part in helping Sigler turn a great idea on paper to a reality with ShoreTel. With the current system, it would be too expensive to make all the new sites ‘talk’. Once I heard about ShoreTel, I knew it was the right decision for us. ShoreTel made it simple to do what we wanted with one unified system,” says Unterbrink.
Improved sales and employee productivity
ShoreTel software provides the underpinning for an advanced business communication system with voice routing, automated attendant, unified messaging, call accounting and reporting, and impressive workgroup functionality. These essential capabilities are coupled with built-in ShoreTel intelligence and distributed over a highly scalable architecture for administrative visibility into the system and plug-and-play simplicity.
ShoreTel systems come with a Follow Me Find Me feature, making it very easy for Russell Sigler staffers to route incoming calls to their cell phones, another desk phone, or even a home phone. “Employees in the field can now talk to their customers anytime they’re out of the office,” states Espinoza.
Russell Sigler staff is especially excited about the ShoreTel workgroups for all-inclusive call center tasks. “We are now able to help customers so much faster with the way we have our workgroups set up for queue handling. This is a huge benefit because customers are not left on hold for long periods of time or forced to leave a message,” Unterbrink states.
ShoreTel Communicator further paves the way for seamless interaction via video, instant messaging, and wired and wireless voice. ShoreTel’s intuitive interface makes training simple, and reduces the IT workload with only a single application to support and no additional servers needed.
“WE’VE ATTAINED A MODERN VOIP SOLUTION WHERE WE CAN HAVE MULTIPLE WORKGROUPS AT MULTIPLE BRANCHES NATIONWIDE, AND HAVE ALL OUR BRANCHES ON A SINGLE SYSTEM FOR MUCH LESS THAN WHAT AVAYA OR OTHER VENDORS WERE GOING TO CHARGE.”
Rich Unterbrink, IT Manager
“The ease of ShoreTel is amazing. It allows all employees to use ShoreTel Communicator to set their own greetings, and with the five call-handling modes, they can set up for all occasions. I like being able to prerecord a greeting instead of having to change it every time I am out of the office for different reasons or lengths of time. We have realtime tools that give us flexibility in how we work,” says Espinoza.
ShoreTel offers a chilling blast of benefits
The company has significantly cut the costs related to old analog telephone lines. “We are using a SIP provider along with ShoreTel, which allowed us to cancel a lot of the old analog lines, most of which were not even being used. And ShoreTel’s leastcost routing feature offers additional savings—it routes calls based on the cheapest route, which can be a great idea for any business looking to cut costs without sacrificing quality,” says Espinoza.
“Also as new sites came online, their PSTN trunks moved from local dial tone to SIP trunks in the Sigler data center. Local PSTN is now used for emergency and WAN failure, providing a great cost savings,” clarifies Nenes.
In addition to cost savings, Russell Sigler is also seeing increased employee productivity from implementing newer technology. Russell Sigler plans to create more workgroups in the near future. “We want to ensure that customers can always speak to a live person and not have to leave a message or wait on hold,” Unterbrink explains. Russell Sigler has recently earned the number one spot on the Arizona Corporate Excellence Awards List of fastest-growth companies. “We are really happy with the direction and success of our company. And now we’re also really happy with the direction and success of our VoIP solution. The benefits of the ShoreTel System are through the roof,” Unterbrink concludes.
“THE EASE OF SHORETEL IS AMAZING. IT ALLOWS ALL EMPLOYEES TO USE SHORETEL COMMUNICATOR TO SET THEIR OWN GREETINGS, AND WITH THE FIVE CALLHANDLING MODES, THEY CAN SET UP FOR ALL OCCASIONS. WE HAVE REAL-TIME TOOLS THAT GIVE US FLEXIBILITY IN
HOW WE WORK.”
Russell Sigler acquired more than 30 branch offices and new-product distribution rights. The company wanted to ensure top-quality customer call service and seamless communications regardless of branch location.
The ShoreTel UC system included ShoreTel Communicator, ShoreTel Support, ShoreTel IP Phones, and ShoreTel Voice Switches.
- Improved customer service
- Faster and simpler sales process
- Efficient and inexpensive call routing
- Increased uptime and disaster recovery