BUSINESS INTERVIEW
Twickenham Stadium April 1st & 2nd, 2009
www.comms-dealer.com
Margins in call control
CTI Group has reaffirmed its commitment to the channel with a call to
action, urging resellers to profit from the margin-making opportunities
offered by dealer-friendly call logging and call recording products.
measurements of who is using the they can improve their approach. are truly understood, all involved in
phone, when and for how long. This is the case not only for the process will reap the rewards,”
And according to Drummond, commercial businesses but also commented Drummond. “Our
selling call logging solutions with for public sector organisations, account team has been expanded
a telephone system could be irrespective of size, says Drummond. and is focused on assisting the
likened to selling a car with a trip “Call recording is being regarded channel to make the most of these
computer recording distance more and more as a viable and difficult times. We are encouraging
travelled, average speed, average effective way to address the level the team to use this time and
fuel consumption, and displaying of service being provided over the technology as an opportunity.”
real time fuel consumption line,” he added. “Apart from the
Warren Drummond information. These insights allow increasing number of companies Other compelling components of
the driver to rectify bad habits and who require call recording to the business case for call recording
make operational improvements. comply with mounting regulation, are the FSA standards coming into
T
he current economic “As with all system sales, if an more companies are using effect this month. They demand
climate has forced many additional product is available to products such as SmartRecord GO that UK financial institutions must
businesses to look for ways empower the customer to manage as a defence against the growing record and store telephone
to quantify and control all associated future costs of that claim culture. Customers need to conversations and electronic
comms spend with a view to cut investment, it is essential that call be made aware that protection communications relating to client
costs, meaning that they are more logging solutions are offered at via call recording is available orders. “This kind of regulation will
receptive to call logging tools. this opportunity. It could be the when purchasing systems.” undoubtedly spur and increase
And with many comms resellers competitive advantage over other demand for call recording solutions
reshaping their strategy to adopt resellers,” added Drummond. Why call recording isn’t a de facto to be in place,” added Drummond.
a sharper focus on selling into their sale is perhaps puzzling when
existing customer base, call logging Given the low market penetration products such as CTI Group’s The recording of voice calls will
and call recording solutions offer a of call logging and call recording SmartRecord GO have been become even more popular as
timely margin-making opportunity solutions it could be said that manufactured with the dealer in hosted solutions gain a firmer
for them to nurture potential these margin-rich ‘add-ons’ mind. “With SmartRecord GO, the foothold in the market, he claims.
business and get closer to clients. are perceived to be too tricky set-up process takes less than 30 And as VoIP conversations become
for everyday comms dealer minutes,” revealed Drummond. increasingly distributed, with soft
CTI Group’s Head of Product & engineers. However, resellers can “Such technology/applications phones on PCs or PDAs and peer-
Marketing, Warren Drummond, ‘easily add’ call logging and have been seen in the past as to-peer within an organisation,
believes that the current economic call recording to their portfolio, a ‘dark art’, restricted to large CTI Group is already seeing an
climate has swung attention onto says Drummond. “CTI Group has companies with hundreds of lines increased demand from SMEs as
improving the productivity and developed its product range at installed by highly skilled engineers. well as the larger scale sites for
efficiency of transactions. He said: the lower end to give resellers But these new products help the ability to monitor these kinds
“Any size of organisation selling avenues into the wider untapped demystify such services, improving of calls. “To enable businesses to
or giving advice over the phone smaller business market,” added the productivity of communication meet regulatory requirements and
– for example, travel agents, Drummond. “Products like Proteus systems of all sizes.” meet business goals CTI Group
independent financial advisers or Office and SmartRecord GO have has invested heavily in hosted
insurance brokers – could benefit been developed to appeal to Call recording not only allows VoIP call recording technology,”
from understanding call patterns the SME. They are easy to install, businesses to address where staff said Drummond. “We are ready
and phone usage within their require low aftercare and there training is required, it also permits to provide the UK and European
business to improve productivity is support directly available from them to provide their customers market with appropriate solutions
and prevent unnecessary financial CTI Group. We have developed with an enhanced service as demand for these kinds of
loss. However, small businesses need a range of tools with high end platform. “Once these benefits services rises in the UK.”
„
help in understanding not only the functionality and priced to give
benefits of call management, but quick RoI, so that we can deliver
how easily this information can be customer and reseller satisfaction.”
It is essential that call logging
accessed with the right software.”
products are offered. It could
Many companies are taking a
Call logging solutions offer broader look at the way they be the competitive advantage
straightforward and accurate conduct business, examining how
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38 COMMS DEALER MARCH 2009 www.comms-dealer.com
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