After losing its receptionist and facing other challenges during the economic downturn, Dual Design and Machine Inc., an automotive manufacturer and supplier based in Newmarket, Ont., was able to spring back and reach a new level of efficiency by implementing a unified communications (UC) system in its office.
Dual Design and its nine employees, was one of the first customers to adopt Cisco Systems Inc.‘s (NASDAQ: CSCO) recently launched Small Business Unified Communications 300 series for very small businesses that want to update their systems. With the help of TRC Networks Canada, a communications-focused solution provider based in Vaughan, Ont., Dual Design implemented Cisco’s UC320 system, part of the UC300 line launched about eight months ago.
The 300 Series is networked UC system supporting up to 24 phones including the Cisco SPA300 Series and Cisco SPA500 Series IP phones. The idea is for small businesses to migrate to IP telephony to reduce cost and improve collaboration and productivity, according to Cisco. The series includes built-in data and wireless support, along with features such as voicemail and automated attendant.
Having a reliable communications system is critical for SMBs, according to Gabriel Kohut, vice-president of sales with TRC. “In today’s environment, they cannot miss a call,” he said. “If you miss a call, they’re on to the next guy.”
After a colleague suggested looking into a Cisco system, Dual Design’s president Jeff Laycock met with TRC to discuss its options. “They basically worked within our schedule,” he said, and consulted on what solution would be best for the small office and shop floor. The company was using a traditional system with legacy Nortel phones. During the economic downturn, the automotive sector was hit hard and one casualty was Dual Design’s receptionist.
TRC implemented the data switch and IP-based voice and video solution for Dual Design, along with integrated wireless phone support. It will also be providing SIP trunking and ongoing service. The wireless support was especially important for him when moving around the office and shop, he said, since he can now use Wi-Fi for his smartphone.
Dual Design now has an automated system where customers can call and dial an extension for the specific person they want to speak with, rather than having a receptionist or other employee physically track down someone in the shop. “The customers can be directed to who they want to talk to,” Laycock said, which makes his business run more economically. Moving toward unified communications allowed Dual Design to gain more professionalism and efficiency in the workplace, Laycock said.
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Some manufacturers consider the SMB market as under 300 employees, Kohut said. But for him, the true small businesses are ones like Dual Design, with under 10 employees, who face unique challenges.
When selling a UC system or upgrading SMBs from legacy system to new ones, it’s important to address their future growth plans, Kohut said. “It’s always (about) listening to the customer and understanding their needs and requirements.”
“When you’re talking to IT, Cisco is a well-known brand,” Kohut said. For Kohut, the Cisco line is most beneficial for customers seeking a complete overhaul of their old phone systems. “The system is very intuitive so it’s not that hard,” he said.
But prior to this deal, Laycock said he thought of Cisco as a vendor that targeted exclusively large enterprise customers such as banks. “I never checked into it to know any better, he said. “I never really went there or tried to investigate any further.”
This perception has admittedly been a challenge for Cisco, said Rod Scotland, unified communications business development manager at Cisco. Since the company’s acquisition of Linksys in the early 2000s, it has been undergoing a “gentle rebranding” to make Cisco more of a household name.
Its UC products aimed at the SMB market are a part of that. “First and foremost was simplicity,” when designing the product line. “They don’t have IT resources or maintenance contracts,” he said. “We have to provide very simple interfaces.”
The UC320 phone system comes with all-inclusive licensing, priced at $1100.00 not including standard partner discounts or promotions.
Follow Harmeet Singh on Twitter: @HarmeetCDN.