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Avoiding Six Common Pitfalls in Telephony Solutions
Most businesses use a blend of traditional telephony and newer systems across their operations as they’ve updated technologies over time (Genesys, 2006). This cautionary approach reflects Toffler’s ongoing “collision with the future” and our reluctance to adopt new technology en masse. As previously mentioned, prudence in selection and deployment is paramount in order to avoid costly mistakes. Unfortunately, small to medium businesses do not always have the luxury of phased deployment. Therefore, defining your business objectives and knowing your technical requirements at the outset of the evaluation process is critical. The deployment of telephony software demands your full attention because of its importance to customer relations. Whether your deployment is phased or a wholesale change, diligence is essential to ensure success. The following pitfalls are some of the top reasons for implementation failure.
1. Failure to plan your implementation
Pre-planning is a critical and often neglected phase of deployment, as it links business goals to product features and capabilities. Without pre-planning, you won’t be able to provide the detailed requirements to your vendors that will guarantee the right product for your business needs. Plus, you’ll risk alienating key stakeholders and the very people who form the implementation team. Finally, your final budget may be a complete surprise.
2. Overlooking vendor experience
Using a telephony provider that doesn’t have a proven track record simply to save money can be catastrophic. It’s difficult to trust a company just entering the market, yet with the advent of newer technologies there are dozens out there begging for your business. A new company’s sales team may even outsell their ability to service and support clients, and the company may not have experience that matches your business needs.
3. Choosing a business phone system that restricts communication
Some business telephony systems are restrictive and don’t allow your customers to contact you (or you to contact them) anywhere, anytime. Since communication is the front end of all telephony systems, yours “should ensure that no matter where, when, or how the customer comes in contact with the company, the response is personalized and consistent” (Lin, 2003). For instance, if you travel extensively, having a telephony solution with mobile technology would be essential to your business needs. Above all, a telephony solution should always provide customers and clients with an easy way to contact your company.
4. Not having a disaster recovery plan
Smooth deployments can be shattered in a moment without a good backup plan, and the results can ruin your company. A recent survey showed that, of companies with disaster plans, only 29 percent had tested them (Seals, 2005). In severe weather, power fluctuations can render your telephony system inoperable by corrupting its software and databases. A built-in backup and recovery system can get you up and running right away and help you avoid long hours of reprogramming your phone system. Don’t fall into the deadly trap of neglecting business continuity.
5. Deploying a telephony system that is difficult to grow
Lack of scalability can cripple your business. Promotions and media blitzes can require temporary increases in your telephony capacity. If you’re tied to a static system, however, you may be unable to respond. Similarly, if your office grows or you add new locations, your PBX, hosted PBX, or IPT system should not stifle growth.
6. Choosing a business phone system without enough features
In 2005, market leader Cisco deployed a system that didn’t support the tools many employees felt they needed to do their jobs, which resulted in costly failure of the project (Barlas, 2005). The lesson learned is that you can single-handedly defeat the goal of driving revenue and expanding business opportunities by going lean on telephony features. A system that can’t meet your business requirements will only cost you more money in the long run.
Benefits of Effective Telephony Deployment
Sixty percent of executives said meeting customer expectations and improving their experience is a greater priority than reducing costs (Genesys, 2005). Other studies say that lowering total operating costs is the primary business driver in decisions to purchase a business phone and contact system. Whatever your motivation for adopting a new phone system, you’ll want to align it with your core business strategies for maximum effectiveness.
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