“Because we had a very clear idea about what we needed from a new phone system, it was essential that we could consult with Generation-e at every point of the project. They provided an unprecedented level of support and professionalism. Most importantly for us, they finalised this in time for the busiest period of the year – the start of the season,” said Jeffrey Phuah, Information Technology Manager.

Challenge

1,000 calls a day, growing membership numbers and a demanding and passionate fan base is the daily reality for the Carlton Football Club.

With a focused vision for its development, Carlton Football Club aims to accentuate its position as one of the largest and most powerful sporting institutions in Australia. An important element of Carlton’s future direction involves major growth and investment in member services. This has spurred the requirement for a new stadium and administration offices at home ground, Visy Park.

In order to successfully manage the increasing membership base, Carlton concluded that it was necessary to invest in a robust and flexible IP-based phone system.

IT Environment

Carlton’s IT department identified that the club’s existing telephony system had a number of shortfalls. Previously Carlton employed a digital phone system which was not equipped to take the increasing number of member calls to the club. Telephone administration was also heavily vendor-dependent.

Any additional services such as call waiting had to be installed and set up by the vendor. This meant increased costs and limited capacity to sustain future club growth. With a voicemail system that had limited capacity, callers who were not able to get through to an attendant would eventually hang up. This meant that a large number of calls were lost, resulting in dissatisfied fans and customers.

Without the club’s membership database connected to the phone system, calls were time consuming on the old system as member information had to be sourced from a separate record. This further contributed to member frustrations since Carlton staff was unable to anticipate caller queries.

Solution

Carlton Football Club chose 3Com’s NBX V3000. This package comprised of 66 desk phones, switches and a server to provide a complete refit for its administration offices and member call center. Prior to the start of the AFL season in 2008, Carlton received upwards of 1,000 membership-related calls each day. It is important that the ten staff manning Carlton’s call center are trained and comfortable with the use of the new 3Com system.

3Com’s NBX V3000 provides back-up for the voicemail system which means all calls can be easily and quickly responded to.  In addition to the NBX platform, 3Com has also implemented the EPICCenter Contact Center application which displays the number of calls waiting and how many attendants are on the line or picking up calls. This allows management and supervisors to monitor the productivity of staff and the number of customers that Carlton is engaging with.

Business Impact

Carlton has realised a number of benefits since the implementation of 3Com’s new system. The club no longer misses or struggles to respond to the increasing number of calls. This improved work flow has also enabled the club to provide enhanced member services and plan more efficiently.

IMPROVED NETWORK PERFORMANCE
Carlton Football Club’s previous telephony system had a number of shortfalls; namely that it was not equipped to take the increasing number of member calls to the club. With Carlton receiving upwards of 1,000 membership-related calls each day prior to the start of the AFL season, 3Com’s NBX V3000 has been able to handle these calls whilst seamlessly integrating with the club’s existing network infrastructure.

HIGHER RELIABILITY
Until the 3Com implementation at Carlton, the club struggled with telephone administration that was heavily vendor-dependent. The 3Com NBX V3000 has allowed for the system to be managed through one view. This has led to a reduction in costs due to less reliance on the vendor. Using the EPICCenter Contact Center has also allowed supervisors to obtain real-time, up-to-the-minute vital statistics on call center performance via voice monitoring or on their computer screens with PC-based software.

LOOKING AHEAD
The new 3Com system provides the foundation for new network services, including IP telephony and teleconferencing capabilities.  Higher bandwidth also now supports bandwidth-intensive applications and services such as VoIP and teleconferencing. This will allow Carlton Football Club to increase its contact with its sponsors and business customers whilst improving the quality and speed of this interaction.