www.comms-dealer.com
CASE STUDY
Audi’s geared up for SIP
SIP TRUNKING
Audi South West
called on Micron
Communications to
cut costs and improve
efficiency using
Gamma’s SIP trunking.
udi South West is a
A
car dealership and
part of the Silver Street
Automotive Group with
sites in Taunton, Exeter, Plymouth,
Barnstaple and Newton Abbot. As
part of the Silver Street Group there
are also VW dealerships in Taunton,
Bridgwater and Barnstaple. Other
sites include a van centre in
Taunton, one in Bridgwater, a Seat
(L-R) Paul Old, Sales Exec, Audi; Jonny White, Micron; Mike Davidson, Group IT Manager, Audi South West.
dealership in Taunton, as well as TPS
in Exeter, a trade parts specialist for by moving to a new system that Micron Communications did An additional advantage with
Audi, Seat, Volkswagen and Skoda. would provide free site to site calls. the implementation in a staged Gamma SIP trunks is portability.
process, which took less than two With traditional exchange lines
The concept behind the Silver Street Working with Micron months to complete. All the lines such as ISDN and analogue,
Group is that if a customer is in Communications, the Group were installed over two weeks, should a business change address,
Taunton looking for a car, whoever decided to invest in Gamma SIP and the testing and connection numbers can only be transferred if
they go to dealership-wise will be trunks in order to make significant periods were all completed the new site is served by the same
part of the same group. From a savings in the long-term. It made successfully and without any major BT exchange as the old site. With
communications point of view this an investment of £1,000 per site problems. Combined with smart SIP trunks, companies can take
means there is a need to link in with on upgrade. Every month it now programming, this new system their numbers anywhere in the
all the other dealerships and trade makes a saving of £1,800, meaning also gives the Group the feel of country. Furthermore, in the event
parts within the Group, resulting that effectively two sites a month having one phone system. So of a disaster, SIP trunks can be
in high levels of inter-site traffic. All are paying back their investment. for all the dealerships and trade moved simply by changing the IP
the sites share operational centres Jonny White, Director at MicronTalk, parts, it is as if they are talking to address they are attached to, so
and might need to communicate said: “Gamma’s Assured IP service someone in the same building; for business continuity purposes in
in order, for example, to check with sits on top of the SIP trunks in order for instance they can have the future, Audi South West will be
another dealership to see if they to guarantee that customers would people that they regularly talk to integrating redundant systems and
have a certain specification of car, not be cut off. Assured IP Services, on speed dial and the calls are ADSL connections across its estate
work with another dealership on a together with SIP trunks give us free. They also have the ability as a disaster recovery means. Many
part exchange, or work with another complete confidence in the service to pass calls through directly to insurance brokers are aware of
dealership to share courtesy cars. and have enabled us to go to the sister sites, thereby resulting in the benefits of SIP trunking and are
Silver Street Automotive Group with more sales for the Group as a acknowledging disaster recovery
The Group has upgraded to Mitel SLAs in place. With car dealerships, whole. Before the installation of plans in their annual premiums – yet
3300 PBX phone systems over it is essential that all the equipment Gamma SIP trunks, they would another future saving for the group.
the last two years and has now used matches the quality of service have had to give the customer a
decided to take this project to being offered, so the Group telephone number for the relevant The Group has also piloted
phase two which is to enable SIP needed to have premium grade sister site, with no guarantees Gamma’s Inbound statistical
trunks on each site in order to offer telephony to match its brand.” they would go on to call them. service, and in the future intends
free calls between all branches. to deploy it across all its sites.
Previously the Group was using The Group will use the service to
ISDN, invoicing £3,000 on phone
The Group needed to
manage its marketing activities from
calls every month. Sixty per cent
have premium grade
particular campaigns, and monitor
of this was on inter-site traffic each site’s ability to handle calls,
meaning that they stood to make
telephony to match its brand
ensuring customers are not getting
savings of £1,800 each month an engaged tone.
n
40 COMMS DEALER NOVEMBER 2009 www.comms-dealer.com
P40 PG Gamma.indd 1 29/10/09 13:40:59
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