SunPorch is the leading manufacturer of ready-to-assemble sunroom kits. To provide better customer service in its Westport Connecticut-based sales office, SunPorch needed call center capabilities that would allow calls to be routed to the appropriate person or department, and cost-effectively scale as its staff grew. SunPorch selected Fonality’s PBXtra Call Center and HUD Agent software to replace its legacy PBX system.

Outsource? No Way.

“Initially we thought that the only call center solution we could afford was to outsource to a third party,” said James McFarland, IT director at SunPorch. “With PBXtra Call Center we were able to keep our call center operations in house, which meant we could provide higher levels of customer service and maintain better control of our sales and marketing efforts.”

In addition to Fonality, SunPorch also looked at call center systems from Avaya, Cisco and 3Com. According to MacFarland, “the main driving factor for purchasing Fonality over the alternatives was essentially lower costs. PBXtra Call Center paid for itself in the first three months by eliminating the need for expensive consultants to set up and administer the system. Fonality does an awesome job of pre-configuring the system and the phones— all you have to do is plug everything in. I had the whole system up and running in less than one day.”

Saving $100K on Advertising Costs

The Fonality phone system is delivering significant value to SunPorch’s advertising programs. According to Leo Mueller, director of marketing at SunPorch, “because of Fonality, we can be much more nimble and responsive to our market. PBXtra Call Center helps us maximize the return on our advertising expenditures by reducing sales leads not associated with a lead source. We can quickly and easily assign a different phone number to each ad, which allows us to automatically record where a caller learned about SunPorch without having to ask them.”

This simple approach to tracking advertisements has returned some significant returns. SunPorch now clearly understands how specific advertisements are performing and can easily make decisions that directly impact the bottom line. “Thanks to PBXtra Call Center we’ve been able to more accurately target our advertising dollars and have reduced our annual overall expenses by $100,000,” said Mueller.

Additionally, Mueller recognizes that PBXtra Call Center has indirectly improved SunPorch’s sales program. Since the Fonality call center system has been providing the company with better data and management has been able to make more accurate and focused decisions about where to advertise, SunPorch has increased its lead acquisition by 10 percent. “It’s amazing. Even though the downturn in the economy is impacting customer purchasing decisions, we’ve still seen an increase in the number of home owners interested in our product.”

New Revenue and Better Customer Service

PBXtra Call Center has also helped SunPorch define new revenue-generating marketing campaigns, including new offerings to its existing customer base. This previously untapped group was the ideal candidate for product upgrades, but SunPorch couldn’t move forward on this type of campaign without Fonality. With PBXtra Call Center, SunPorch was able to set up specific call queues for current customer marketing programs that rang into five remote phones at its factory and then rolled over to the Connecticut headquarters when calls to the factory could not be answered. These capabilities made it possible for the company to efficiently sell to and support its most important audience.

PBXtra Call Center’s call queues have been a big help in improving SunPorch’s overall customer service. “PBXtra’s call queues and music on hold with sales voice-overs reduce the number of abandoned calls we receive. The queues let callers know how much longer they have to wait, which makes it less likely that they will hang up, and music or sales information on hold helps keep them entertained while they are waiting,” said Mueller. He has also been impressed with Fonality’s reporting matrix, which helps SunPorch monitor call center performance and adjust accordingly to improve the customer experience.

In the Wake of Hurricane Ike

Mueller gained extra appreciation for PBXtra Call Center after Hurricane Ike knocked out power to the company’s Louisville factory.

PBXtra Call Center’s unique hybrid-hosted Anywhere Management feature enabled Mueller to remotely access the call center system and record an emergency greeting in less than 10 minutes without hiring an expensive consultant. PBXtra Call Center allowed SunPorch to quickly implement a professional recording in response to the emergency, which helped maintain customer service levels and ensured calls could be redirected to the company headquarters for handling.

“The remote management of PBXtra Call Center is terrific,” said Mueller. “It gave me so much flexibility to make sure our customers were taken care of, even during a natural disaster.”

PBXtra and HUD - Essential Business Tools

In terms of its technical abilities, McFarland has been equally impressed with Fonality. “There are so many great things about our PBXtra system. The voice prompts, call queues and powerful web-based configuration are all fantastic. HUD helps us to enhance communication within the office, since we know whether someone is on the phone or not. We also like HUD’s drag-and-drop call transferring capabilities and its integration with caller ID on the PC desktop. Also, the PBXtra system easily integrated with the rest of my IT infrastructure, something I couldn’t do if I was working with a proprietary phone system.”

Mueller sums up how SunPorch feels about Fonality. “It’s simple — Fonality enables us to better serve our customers. PBXtra and HUD are essential business tools for our company — I don’t know how we lived without them.”