Quirk Auto Dealers, a family-owned and operated automotive dealer in Massachusetts, has significantly improved customer satisfaction while also driving down costs. How? The dealership is using Mitel (News - Alert) unified communications solution. This implementation has also allowed the dealership to ensure business continuity, enhance business processes and operational efficiency.

 

Previously, Quirk had been using more than 600 Centrex lines to connect its dealerships that are located throughout the state. This arrangement resulted in a costly monthly hit to the organization’s bottom line.

In need of a more efficient and cost-effective way to care for customers and handle calls, Quirk Motors began search for an alternative that would meet its customer service needs and cost reduction goals.

 

“Our biggest concern was to lower our dropped call rate and make our phone system more customer friendly,” said Dave Thomas, IT administrator, Quirk Motors, in a Wednesday statement. “But we were also concerned about total cost of ownership.”

Thomas turned to Mitel authorizedPARTNER Metropolitan Telephone Company (MTC).

MTC quickly responded to evaluate the company’s needs and recommended a highly resilient Mitel solution to connect the multi-site operation. This solution receives and initiates a high volume of calls to and from customers, parts suppliers, partners, its various outlets and its sales team.

 

“In some cases, with our Centrex lines, a call to one line would be forwarded to two or three other lines before reaching its destination. We were paying for three lines to make one call,” Thomas added.

With the new system, a call to the parts department rings simultaneously to all of the phones in that department, increasing the likelihood that the call gets answered promptly. Four-digit dialing capability also allows employees to quickly transfer callers throughout the dealership – or even between dealerships.

 

“Providing Quirk with a product that would boost customer satisfaction was our top priority,” said Ray Cord, sales manager, Metropolitan Telephone Company, in Wednesday’s statement. “The Mitel solution allowed us to satisfy all of Quirk’s needs while ensuring we brought them simplicity and a user-friendly product.”

After designing an MPLS network for Quirk, MTC installed the Mitel 3300 IP Communications Platform (ICP) at 13 dealerships. This solution provided enterprise-class communications capability and a variety of convenient call-related applications including Mitel NuPoint Messenger IP to relay, store and retrieve voice mail, and Mitel Enterprise Manager for ease of management and administration.

Quirk also deployed Mitel IP phones in its service and parts departments as well as its sales managers’ offices. To reduce costs, the company also re-used its analog phones for its sales staff. 

 

Quirk also recently expanded with the purchase of a Chevrolet, Buick and Hummer dealership in New Hampshire at which they plan to upgrade the communications system to the 3300 ICP to provide seamless integration.

 

“The Mitel solution has greatly simplified the managing of our communications system,” said Thomas. “With Enterprise Manager, I am now able to add voice mailboxes, change passwords, move extensions, call forward lines, and perform a host of other administrative tasks— all from my desktop.”

 

“I also love the fact that we were able to use some of our old technology on a brand new system. On top of our savings on equipment, our phone bill has dropped to about a third of what it used to be, so the new system paid for itself in no time,” Thomas continued. 

Organizations throughout the world are learning the benefits of unified communications. For those that have dispersed locations, such as Quirk Auto Dealers, implementing such a solution can streamline communications, increase customer service and improve the bottom line.

The Mitel solution selected by Quirk is designed specifically for such a location, ensuring that the business has the communication tools it needs, while also delivering the streamlining customers expect. Such a transition can help to improve the overall customer experience, and thereby increase sales.

 

Susan J. Campbell is a contributing editor for TMC (News - Alert) and has also written for eastbiz.com. To see more of her articles, please visit Susan J. Campbell’s columnist page.