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Avaya Solution Helps Franklin Machine Deliver its Unique Brand ofCustomer Service


Avaya (NYSE: AV), a leading global provider of communicationsnetworks and services for businesses, today announced that FranklinMachine Products, a global distributor of restaurant equipment andparts, is using Avaya's IP Office to deliver personalized customerservice to the estimated 1500 people who call the company each day.

Avaya (NYSE: AV), a leading global provider of communicationsnetworks and services for businesses, today announced that FranklinMachine Products, a global distributor of restaurant equipment andparts, is using Avaya's IP Office to deliver personalized customerservice to the estimated 1500 people who call the company eachday.

The Avaya™ IP Office 412 — which includes new, upgraded hardwarethat expands the product's capacity by more than one third —supports from two to 256 users, allowing Avaya to deliver thebusiness benefits of IP telephony to Franklin and other small- tomid-sized firms around the globe. Avaya is the U.S.leader1 in IP telephony and ranks secondglobally2. The system for Franklin was sold andinstalled by PhoneXtra, a New Jersey-based Avaya Gold-certifiedBusinessPartner.

According to Bob Fisher, director of information technology,Franklin's image is grounded in its reputation for personalizedcustomer service. For years, the company has had a receptionist toanswer incoming calls before routing them to one of 50 sales andservice agents in the company's call center. The approach hasproved popular with customers and sets the company apart fromothers in the industry.

As Franklin has grown, though, maintaining that personal touchhas become a greater challenge.

"Before we installed IP Office, our operator console couldhandle only 10 incoming calls at a time," Fisher said. "Once 10callers were in queue, the customer would hear the phone ring, butthe call couldn't be answered. We have no idea how many calls weremissed because the system simply couldn't handle them."

With Franklin's Avaya IP Office system, any call that isn'tanswered right away is sent to an automated attendant. Customerscan choose to wait in queue to speak with Franklin's receptionist,leave a message, or speak with another member of the team. Inaddition, a second console has been added, allowing any of thecompany's call center agents to log in and assist the receptioniston particularly busy days.

"We wanted a system that would allow us to maintain that humancontact since that's how we established our reputation for customerservice," Fisher said. "IP Office supports that objective."

Support for growing call volumes
Franklin served as Avaya's first U.S. Beta customer for Avaya IPOffice 406, and it upgraded to the new, larger-capacity version toaccommodate a growing staff and surging call volumes.

In a single year, call volumes grew by 25 percent, now averaging1500 a day. In addition, the company's outbound fax messages tocustomers can add another 4,000 calls in a given day.

"We're growing quickly, so scalability is important to us,"Fisher said. "We would never have been able to handle the volume wehave today without IP Office. We can do all of that now, plus haveroom to grow. We expect it to be a great platform for us for anumber of years."

Improved call reporting
Before implementing IP Office, Franklin found it tedious andtime-consuming to generate the reports it needed to support itscall center operation, with many of its statistics calculated byhand. Now the company finds that it is simple to generate a varietyof daily reports to assess workflow and performance.

"The reports we generate with IP Office are crystal clear,"Fisher said. "We can easily see call histories to anticipate volumeand project future staffing needs. In addition, we can look at thelength of calls, average order sizes, and a variety of statisticsthat help us set performance goals and build sales."

Adding new features and capabilities
Fisher said that among the most compelling aspects of IP Officeare the many features the system supports — from call recording toassisted transfers — that are delivered with the system andactivated when needed by simply entering an option code.

"So many features are included in IP Office that it gives youlots of potential for the future," he said. "It will do whateveryou need it to do today, and support what you might not know thatyou'll need tomorrow."

As Franklin looks to the future, Fisher said the firm isconsidering using Avaya's skills-based routing software to supportits call center, allowing calls to be directed to the agent bestable to handle them. It also hopes to add "click to chat"capability to its online Web site to support customers who preferto order online.

The company is exploring the use of IP Telephony to link itseast coast headquarters with a company distribution center based inLas Vegas, Nev., and is trying wireless handsets there to helpstaffers stay in touch from the warehouse floor.

"IP Office is more than a phone system," Fisher concluded. "It'sa computer — and it offers the flexibility and limitless optionsthat a software-driven machine provides. It has all the features ofthe larger Avaya DEFINITY® system in a nice, small package thatfits into our building and our budget."

About Franklin Machine Products
Headquartered in Marlton, N.J., Franklin Machine Products is awholesale distributor of parts and accessories for the foodserviceindustry. Founded in the early 1900s as a manufacturing shop forcoffee urn specialty parts, Franklin evolved to become the firstwholesale distributor of foodservice machine parts in the U.S.Today the company serves more than 60,000 customers around theglobe — from large restaurant chains to inpidual repairtechnicians.

About PhoneXtra
Headquartered in Fairfield, N.J., PhoneXtra is a Gold-certifiedAvaya BusinessPartner and one of the nation's leading independentintegrators of voice, data and converged communications solutionsfor businesses and government. The company represents the full lineof Avaya solutions, including voice systems, data, VoIP, messagingand CRM solutions. PhoneXtra was named Avaya BusinessPartner of theyear for both 1999 and 2001. For more information visit

About Avaya
Avaya Inc. designs, builds and manages communications networks formore than 1 million businesses worldwide, including 90 percent ofthe FORTUNE 500®. Focused on businesses large to small, Avaya is aworld leader in secure and reliable Internet Protocol (IP)telephony systems and communications software applications andservices.

Driving the convergence of voice and data communications withbusiness applications — and distinguished by comprehensiveworldwide services — Avaya helps customers leverage existing andnew networks to achieve superior business results. For moreinformation visit the Avaya Web site:

1 Avaya emerged as the number one vendor in IPtelephony in the U.S., capturing 25 percent of the entiremarket. The figures — supplied by InfoTech's recent InfoTrackfor Enterprise Communications Report for the third quarter of 2002— showed that Avaya took the leadership position in the U.S.overall IP-PBX market, with total shipments up by 169 percentfrom the third quarter of 2001 to the third quarter of2002.
2 Avaya ranks number two worldwide — with 22 percentof the overall IP telephony market — according to globalfigures provided by Synergy Research Group's report on EnterpriseVoice over IP (VoIP). The report also notes that Avaya grewfaster than its competitors, increasing its total IP telephonylines shipped worldwide by 83 percent, from the second quarterof 2002 to the third quarter of 2002.

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