High Street TV

100-2,499 Employees
Customer Engagement

Today’s customer relationships are ongoing conversations that unfold across time and channels. Phone, video, email, chat, social: It’s all one integrated omnichannel now. Done right, seamless execution pays off in increased revenue and higher lifetime value of customers. Our customer engagement solutions make it possible. 

High Street TV

Benefits

Improved Customer Service
Increased Productivity
Reduce Cost

One-stop-shop seals the deal for multi-channel retailer

High Street TV is a multi-channel retailer that specialises in sourcing and supplying the latest innovative products from around the world. Its product range, which includes health and fitness, personal care, homeware, and DIY items, is available through many well-known high street retailers, as well as via 84 media channels, including SKY channel 648 and Freesat channel 821.

The fast-growing company operates from a single site in Harrogate that houses all company administrative and management functions, as well as the contact centre that supports its 24-hour phone order line for customers across the UK and the Republic of Ireland.
 

Challenge

The ability to answer calls promptly and efficiently is vital to business success, but all was not well as Sharon Green, General Manager Central Services at High Street TV, explains: “Our telephone system had become very unreliable; with multiple suppliers involved it was very difficult to pinpoint issues and resolve problems quickly. Customers complained of constant engaged tone and it was becoming clear that we were losing business.”
 
Having its telephone system, contact centre application, calls, lines, and 0800 services provided by a number of different vendors was a source of complexity High Street TV could do without. The company approached BT for a solution.
 
“We wanted a one-stop-shop,” confirms Sharon Green, “a company that could take responsibility for the whole infrastructure. BT has the knowledge, experience and a good reputation. For us it was the obvious choice.”

“Feedback from the business has been great. Everything worked as it should right away, the training was great and everyone seems to love the new system. It’s so intuitive and easy to use.”
 
– Sharon Green, General Manager Central Services
 

Solution

Right from the outset BT was able to provide statistical data about call answering performance that confirmed the company’s worst fears. A proposal for completely replacing the retailer’s telephone system and contact centre and consolidate all network services with BT was drawn up and quickly agreed.
 
The core of the BT solution features IP Office from Avaya. Designed for businesses with up to 300 employees IP Office combines the reliability and simplicity of a traditional phone system with the advantages and functionality of IP telephony. It’s ideal for any business looking to improve customer service and call handling, while also reducing costs.
 
IP Office supports everything: from basic telephony, right up to the most sophisticated unified communications and collaboration applications.
 
The advanced edition selected by High Street TV also features a powerful and flexible contact centre application, a voicemail system integrated with Microsoft Outlook, and an auto attendant for improved call direction.
 
The BT solution for High Street TV comprises 90 Avaya 9608 premium IP handsets, North Supply call recording technology, and two wallboards to display contact centre performance information in real time. Network services include two ISDN30 bearers, one for the contact centre and the other for the general office telephone system, plus the migration to BT of 0800 services and 79 DDI numbers with full number portability.
 
A monitoring and reporting application provides comprehensive performance data about, for example, traffic levels, call answering performance, and call duration times. These valuable insights will enable High Street TV to better understand customer behaviour, measure the success of marketing activity, and plan resources for optimum business efficiency.
 
To meet High Street TV’s requirements the solution required a significant degree of customisation and bespoke configuration, a task carried out by BT’s customer training and professional services associate ITEL. Sharon Green comments: “The BT engineers and their colleagues from ITEL were absolutely brilliant, often working late into the evening to make sure everything was in place for go-live, which ironically was planned for Friday 13th!”
 

“Overall we are delighted with the IP Office solution from BT. We now have so much more information about our business at our fingertips and that is helping to improve customer service. And, because IP Office is so scalable and flexible it’s perfect to support our business as it continues to grow.”
 
– Sharon Green, General Manager Central Services
 

Value

Despite the date, the cut over from the old to new system went without a hitch. “Feedback from the business has been great,” observes Sharon Green. “Everything worked as it should right away, the training was spot-on and everyone seems to love the new system. It’s so intuitive and easy to use.”
 
Already business benefits are being realised. At busy times calls to the contact centre are redirected to the customer service team, before being handed-off to a third party contact centre service. Improved and more efficient call handling is helping to boost sales performance while lowering operating cost, with around 15 per cent fewer calls now being handed-off to the third party agent.
 
With call centre agents now automatically presented with information on the caller and the channel used, call duration times have reduced too. As well as enabling customer queries to be quickly and efficiently resolved, call recording also provides the means to monitor service quality and tailor staff coaching needs accordingly.
 
“We’ve been very impressed by how much we can customise the system,” confirms Sharon Green. For example, IP phones have been programmed to display the media channel name as well as the calling party details and each phone displays a buddy list to enhance call transfer. Developments still in hand with BT include integration of the contact centre with High Street TV’s order management system; an enhancement that will enable more advanced screen pops, and the automated suppression of voice recording during the customer payment process, to enhance compliance with payment card industry regulations.
 
High Street TV is also about to implement a money-saving mobile worker application for its international travellers. Suitable for most smartphones the BT-supplied Avaya application makes the mobile phone appear as an office extension for improved call handing and contactability. It also enables dialled calls from a mobile phone to be set up from the IP Office and delivered to the mobile as an inbound call, substantially reducing international roaming charges.
 
Sharon Green sums up: “Overall we are delighted with the IP Office solution from BT. We have so much more information about our business at our fingertips and that is helping to improve customer service. And, because IP Office is so scalable and flexible it’s perfect to support our business as it continues to grow.”
 

Products and Services

 
  • Avaya IP Office – the award winning phone system supplied by BT in partnership with Avaya
  • Voice recording system in association with North Supply
  • BT customer training and professional services for configuration and systems integration delivered in association with ITEL
  • ISDN30 services
  • 0800 inbound services

CUSTOMER PROFILE
High Street TV Logo
  • Headquarters:

  • United Kingdom

High Street TV is a multi-channel retailer that specialises in sourcing and supplying the latest innovative products from around the world. Its product range, which includes health and fitness, personal care, homeware, and DIY items, is available through many well-known high street retailers, as well as via 84 media channels, including SKY channel 648 and Freesat channel 821.

What our Customers are saying
“Overall we are delighted with the IP Office solution from BT. We now have so much more information about our business at our fingertips and that is helping to improve customer service. And, because IP Office is so scalable and flexible it’s perfect to support our business as it continues to grow.”

Read more testimonials >
  • Sharon Green

  • High Street TV

AVAYA PRODUCTS DEPLOYED