Rip and Replace is Out, Blend and Extend is in...

In today's market, many revenue-hungry vendors are still trying to get cash-strapped customers to rip out their old PBX systems and replace them with a brand new one. But, as I'm sure we are all aware, there is a bit of a cash crunch going on in the industry and frugality is the new watchword. Government agencies and businesses alike are all trying to do more with what they already have in place. The days of Rip and Replace are now gone being displaced with a new strategy - Blend and Extend. Blending additions into current platforms and extending system capabilities, allows users to do more with less at a much smaller cost than replacing an existing PBX system. This strategy has the advantage of a smooth introduction providing what you need without extensive service interruptions. The new technology can be absorbed and integrated into your present business operation at your own pace. Even in good economic times, this may be the best approach.

As I pointed out in my March 2008 article, you don't need VoIP or a new system to obtain the benefits of Unified Communications, you can simply leverage your existing PBX. Solutions are now available from a variety of vendors for as little as $70 per user and with an easily justifiable ROI of several months. By choosing the right product, you can plan a path forward that lets you transition smoothly from a legacy TDM or hybrid PBX to a VoIP-based UC Solution. Thus, you can get the benefits of a ‘Rip and Replace' strategy in the long run by using a well thought out inexpensive Blend and Extend strategy. So what UC capabilities should you be looking to add into your present mix that will let you do more with less?

First, add Unified Messaging (UM) or Integrated Messaging (IM). UM is the ability to receive voicemail and fax messages
along with your email in your email client, while IM uses a vendor provided client that allows you to access only your voice and fax messages. If a portion of your workforce is mobile, UM/IM can provide strong productivity and customer service dividends. The productivity in both cases comes from the anywhere - anytime access to messaging and the ability to visually random access rather than serially access messages. This allows users to better prioritize and manage their messages from any location, resulting in better employee performance and saving of up to 30 minutes or more per day. It is interesting to note that less than 10 percent of deployed PBXs have UM/IM capabilities.

Second, add a solution that provides a fax server. For organizations that use fax, for instance those in the real estate, law, health, construction or manufacturing sector, this can be a real money saver. A good fax server lets you send, receive and even forward faxes directly on your own PC. This application reduces not only the time spent by employees handling faxes, but also reduces costs and your carbon footprint by eliminating fax machines along with power, paper, toner and maintenance
costs. In addition, it also reduces telephone line costs by consolidating lines used for fax with those used for voice.

Third, look for solutions that provide call screening, redirection and notifications. What happens when you do not answer a call? Getting the caller an appropriate response reduces time and translates into satisfied customers, which generally increases revenues. Look for UC solutions that allow users to control how calls are answered, routed and redirected and that allow users to flexibly set how to receive notifications of missed calls.

And fourth, use communications services for auto attendants, and inbound and outbound Integrated Voice Response (IVR). These services generate ROI by handling calls using automated agents to take calls and proactively provide information to your customers or employees. Inbound IVR allows you to provide customers with information 24/7 about their order status and accounts, reducing the need for service agents in call centers. Outbound IVR allows you to proactively call customers with appointment reminders, promotional offers, thank you calls, or even the ability for educational institutions, and the public sector to send emergency notifications.

Finally, look for a flexible solution that will fit into an evolving environment, that you and your reseller can customize
to meet your business needs, and that is simple to install, operate and manage on an on-going basis, at a price you are comfortable with. Utilizing these UC capabilities as part of the Blend and Extend approach will work to save revenue by cutting costs as well as drive productivity - all of which is a must in today's economic climate.

David Levy is President and CEO of Objectworld Communications Corp. (www.objectworld.com).