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Unique Marketing Campaign Reinforces Value of Avaya Remote Monitoring Systems to Reduce Network Outages and Save Customers Millions

  • Honored by ITSMA for marketing excellence and featured in upcoming online briefing; Gives companies like Sentara Healthcare new tools for gauging value of remote maintenance services

When Avaya launched patented EXPERT Systems

When Avaya (NYSE: AV) launched patented EXPERT SystemsSM Diagnostic Tools to monitor and repair thousands of customer communications systems remotely, the company was able to resolve 96% of all system alarms without a technician's intervention.* As a result, it reduced the business impact of outages and saved customers millions of dollars a year. But with Avaya technicians seldom on site and no tangible evidence of problems that had been averted, the company wanted to make certain its customers had a clear view of the benefits that the Avaya EXPERT Systems tools delivered.

A unique marketing campaign entitled "While You Were Sleeping" has delivered on that objective. New customer reports now articulate the hidden value of remote diagnostic and repair tools and are complemented by a variety of initiatives to generate awareness — from advertising and direct mail, to customer webinars and online forums, to customer events and road shows. The campaign has led to a significant growth in services contracts for fiscal 2004.

The success of "While You Were Sleeping" was recognized by the Information Technology Services Marketing Association (ITSMA) with a 2004 Marketing Excellence Award-presented during the organization's recent 10th annual conference in Boston. The award was accepted by Adelaide O'Brien, director of marketing for Avaya Global Services, who led the "While You Were Sleeping" initiative for the company. O'Brien also shared background on Avaya's unique approach to the campaign during a presentation delivered to the marketing professionals attending the conference.

O'Brien will repeat her ITSMA presentation during a December 9 online briefing on best practices for the marketing of maintenance and operational services. Sponsored by ITSMA Europe, the briefing is scheduled for noon to 1 p.m. London time. To register, visit

"Avaya's efforts are a proven example of how innovative and creative marketing services are helping to elevate the function as an essential component of sales and business success," said David Munn, president of ITSMA.

The centerpiece of "While You Were Sleeping" is a new Avaya EXPERT ViewSM Report that includes an executive summary of problems detected and solved remotely and the estimated savings realized by averting outages.

"After an Avaya Labs analysis of data from more than 450,000 trouble tickets, it was determined that systems experiencing a major problem had 65% fewer outages if they were remotely monitored with Avaya EXPERT Systems tools," said Steve Mosier of Avaya Global Services Research and Development, part of the cross-functional "While You Were Sleeping" campaign team. "This analysis allowed us to design reporting tools that give each of our customers specific data on the problems resolved by Avaya EXPERT Systems tools and the value to their business of improved system availability and uptime. Without exception, we find that businesses benefit financially by proactively monitoring systems, as opposed to waiting to fix them when they break."

One of the many companies benefiting from Avaya EXPERT Systems tools and EXPERT View service reports is Sentara Healthcare, a company with six major hospitals and more than 60 medical facilities across Virginia and North Carolina. Because of the critical nature of its business, Sentara counts on Avaya to monitor its network around the clock.

"This is an environment where a failure of our communications network can have immediate, life-impacting consequences," said Debra Naderhoff, director of communication technologies for Sentara Healthcare. "As a result, we have zero tolerance for any performance problems."

The company has found that new Avaya EXPERT View Reports provide a "clear and compelling analysis" of the support Avaya provides.

"Before I saw the report, I didn't realize that fully 98% of all of Sentara's voice network trouble conditions were resolved automatically before any member of the IT team was even aware of them," Naderhoff said. "Whenever I'm in budget discussions with our Finance group, I always use the charts in the report to show the amount of money Sentara has saved by having Avaya Maintenance."

A white paper summarizing an analysis by Avaya Labs of the value of remote monitoring and maintenance to companies like Sentara is available at An Avaya Web-based seminar on its EXPERT Systems tools is available at

Background on Avaya EXPERT Systems Tools
Avaya EXPERT Systems Diagnostic Tools are unique in the industry. Using a database of more than 30,000 artificial intelligence algorithms, they work around the clock, 24 hours a day, seven days a week to detect and resolve more than 600,000 trouble alarms for Avaya customers each year.

The problems they address run the gamut. Something as simple as a sudden power surge or an inadvertent programming error can degrade system performance or in some cases cause it to shut down entirely. The self-diagnostic routines built into Avaya products resolve many of these performance-impacting conditions. But when that isn't possible, they automatically place an alarm call to an Avaya Technical Service Center where Avaya EXPERT Systems tools and teams of trained engineers are based.

In addition to responding to incoming trouble alarms, the Avaya EXPERT Systems tools proactively check to see if trunks or processors are nearing capacity, if toll fraud is an issue, or if there's danger of a system outage. They also check for software and hardware upgrades, identify password lapses and even identify "chronic" problems that need resolution before they escalate.

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 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:

ITSMA specializes in helping companies market and sell services and solutions. As a membership organization, it works with the world's leading technology and professional services firms to generate new business, strengthen customer loyalty and increase brand differentiation. Through research, consulting, training and events, ITSMA provides the insight companies need to improve marketing impact, sales performance and business results. ITSMA is based in Lexington, Mass., and has offices in the United States, the United Kingdom, India and Japan. Learn more at

* Applies to DEFINITY® Systems and later releases of Avaya telephony software.

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