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Premiership Champions Arsenal Choose Avaya to Lead them to the Topof the Customer Services League


Avaya announced that this season's Barclaycard Premiership winner, Arsenal Football Club (FC) will use its IP telephony and contact centre system to manage communication for the club's home shopping service.

Avaya Inc. (NYSE:AV), a leading global provider of communications networks and services for businesses, today announced that this season's Barclaycard Premiership winner, Arsenal Football Club (FC) will use its IP telephony and contact centre system to manage communication for the club's home shopping service. Arsenal FC wanted to upgrade its communication system to provide it with customer management capabilities, such as instant information and reporting on enquires and transactions. The system, installed by Avaya's business partner Spitfire Technology Group, will enable Arsenal FC to improve customer service for fans ordering branded merchandise, from its latest strip to Arsenal FC baby grows.

Over the last 12 months, more than 60,000 customers have placed orders for merchandise. With this increasing demand for merchandise, Arsenal FC needed a contact centre system that provides a faster, more efficient service for fans, especially during peak periods such as the beginning of the football season and Christmas. The system is linked to an electronic wallboard that allows the contact centre manager to carefully monitor calls, ensuring agents' time is used effectively and extra agents can be brought in when required.

The call management software will provide the contact centre manager with the information and reporting to track any missed calls and identify call trends. This will minimise call waiting times and help plan activities such as outbound telemarketing programs. The Avaya system provides Arsenal FC with the capability to record customer orders and enquires. This information will be used to develop training for customer service agents and respond better to the needs of the fans.

Adrian Ford, commercial director for Arsenal Football Club PLC said: "Arsenal FC has a strong fan base and the fans' support has really motivated the players this season and helped them win the Premiership. In return we want to provide fans with first class customer service. Avaya's contact handling technology is key to this strategy and will allow us to further develop our home shopping offering."

Currently, Arsenal FC offers fans the chance to order merchandise via their Web site ( as well. The Avaya system has the capability to support this in the future, offering customers numerous ways to contact the home shopping service including via e-mail or SMS text message. By allowing the fans to make contact, and be contacted in the way that best suits them, Arsenal FC can provide a better service and build stronger relationships with them.

Clive Sawkins, vice-president for Avaya in the UK and Ireland commented: "Arsenal FC is looking to emulate the success enjoyed on the pitch in other important areas of its business. It is good to see that the Premier League champions value their supporters and want to provide them with premium customer service."

"The system will be monitored remotely to ensure any problems are identified and rectified as soon as possible," Tom Fellowes, sales director for Spitfire Technology Group said. "Reliability of the contact centre was an important factor to Arsenal FC in selecting the system, as any problems impact negatively on fans' experience with the Club."

About Avaya
Avaya Inc. designs, builds and manages communications networks for more than one million businesses worldwide, including over 90 percent of the FORTUNE 500®. Focused on businesses large to small, Avaya is a world leader in secure and reliable Internet Protocol (IP) telephony systems and communications software applications and services.

Driving the convergence of voice and data communications with business applications - and distinguished by comprehensive worldwide services - Avaya helps customers leverage existing and new networks to achieve superior business results. For more information visit the Avaya Web site:

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