Col Crawford Drive Customer Service Improvements with Mitel

Tony Hilliger knows his competitors are just a phone call away. Mr Hilliger is the Financial controller at Col Crawford Motors, one of Australia’s largest motor dealerships.

Founded in 1967, the company sells and services vehicles from 11 manufacturers. The dealership is based in the Sydney suburb of Brookvale, with two further showrooms
located in the Northern Beaches area and employees 230 people.


Mr Hilliger explained, “Col Crawford Motors represents 11 different vehicle franchises across our three sites. We are constantly adjusting our showroom environments, including moving desks and employees. Our old phone system required expensive cabling changes to move employees, and forced us to have cabling contractors on-site every month. It was a rigid system that made our lives difficult, and we were burning money whenever
someone changed desks.”


To eliminate the need for expensive IT specialists to carry out routine tasks, Col Crawford decided to upgrade to an IP based communications solution. After investigating several successful IP based projects, the management team shortlisted four vendors.

At the end of a thorough RFP evaluation process, Col Crawford decided to partner with Mitel and Essential Data & Voice for the project.

Essential Data & Voice is a Sydney-based systems integrator that specialises in solutions that integrate voice with enterprise applications. Consultants from Essential Data & Voice designed and implemented the solution, completing the installation in January 2009.

Ongoing routine administration of the new system is now handled by Col Crawford’s in-house technology team, with Essential Data & Voice assisting when complex changes are
required. Each site has an MCD running Mitel 3300 IP Communications platforms (ICP), with Mitel Intelligent Queue implemented at the main office. A third party GSM mobile phone gateway has been integrated into the solution, allowing calls to be routed cost-effectively to mobile phones.

Mr Hilliger continued, “We trade seven days per week in a highly competitive industry, so we needed to plan carefully to minimise business disruptions during the migration to the new system. Essential Data & Voice worked closely with us, giving us down to earth advice that helped us to quickly achieve what we needed. They helped enormously with the improvements for our inbound customer service calls.”


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