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Guthy-Renker Australia Chooses Contact Centre Solution From Avaya


Avaya announced that Guthy-Renker Australia - a market leading direct response TV company, has chosen an Avaya contact centre solution to improve employee efficiency and customer service in its 20-seat contact centre.

Avaya Inc. (NYSE:AV), a leading global provider of business communications software, systems and services, today announced that Guthy-Renker Australia - a market leading direct response TV company, has chosen an Avaya contact centre solution to improve employee efficiency and customer service in its 20-seat contact centre.

The company also chose to migrate to IP telephony to network its call centre and warehouse locations in Alexandria. IP Telephony enables the deployment of a suite of voice and data-converged applications that mean Guthy-Renker can benefit from enhanced mobility, lower costs and dramatically improved efficiency by making staff more productive and making processes more intelligent. Ultimately, however, the most valuable benefit is a more satisfying experience for the customer.

The application suite - the Avaya IP Office platform - is a modular, all-in-one solution scalable from 1 to 360 extensions. It includes support at the PABX for auto attendant, voicemail, broadband access, wireless access and VPN tunneling to provide much smarter call management combined with data convergence. Channeling between 1,000-2,000 calls from across Australia and New Zealand each day, depending on peak periods, the Avaya IP Office solution prioritises calls and ensures they are answered quickly meaning more effective customer service.

Using sophisticated routing capabilities, the Compact Contact Centre module identifies incoming calls and directs them to the most qualified agent available, based on their level of expertise. This is done through logging caller movement patterns as well as tracking inpidual caller history. The solution also re-routes calls from the company's warehouse via VoIP if employees are unable to answer them within a certain timeframe.

"Avaya IP Office has the functionality and ease of management we were looking for. We have a high degree of control of call volumes, network efficiencies and moves, adds and changes which impacts dramatically on network uptime, availability and minimises disruption," said Phil Young, Director of Operations, Guthy-Renker Australia. "Using IP telephony also means a reduction in call costs, and reduces time to answer which is a significant benefit."

Another sophisticated feature is an Avaya wallboard application that enables the call centre agents to view call statistics on their PC screens, including the number of calls in queue. This ensures that calls are distributed more evenly based on inpidual agent workloads.

Compact Business Centre, a call accounting package, enables Guthy-Renker Australia to measure how quickly calls are being answered, confirming pre determined service levels and predict staffing requirements accordingly.

The Avaya solution was designed and implemented by CTI Solutions through Avaya BusinessPartner, IPL Communication. It combines a mixture of analogue, digital and IP handsets and includes PC-based applications that provide inpidual agent statistics and greater control over the management of multiple queues, staff and lines.

Matthew Murray, Sales Director, CTI Solutions said: "Guthy Renker is a leader in the Australian market, and as such has to maintain a very high customer satisfaction standard in order to stay ahead in a very competitive market. Through IP telephony, Avaya Contact Centre Solution and Avaya IP Office both give us the competitive edge to provide unmatched levels of customer service, achieve high productivity and efficiency levels while all the time keeping costs low."

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:

About Guthy-Renker Australia Pty Ltd
Guthy-Renker Australia Pty Limited (Guthy-Renker) is a subsidiary of U.S. company Guthy-Renker Inc., the world's largest privately owned direct response television company and multi-channel distribution operation, with an annual turnover of approximately US$1 billion. Guthy-Renker Australia manages both the Australian and New Zealand markets. The company has gained an envied reputation in the management of their own brands as well as working with consumer goods companies who wish to distribute products through the capabilities of their brand management teams. Known for their high quality infomercial and production capabilities, the Guthy-Renker organisation has attracted the participation of a high profile stable of celebrities who not only endorse their products, but who are also authentic consumers. Today, Guthy-Renker enjoys a loyal following with Australian and New Zealand consumers as well as strategic partners, including major retailers, who value the expertise and global experience of the Guthy-Renker operation in delivering value in the management of brands. For more information visit or

About CTI Solutions
CTI Solutions was founded in 1992 by management consultants to meet a market need for a systems integrator with consulting and business engineering skills. Now a stable and dynamic company, CTI Solution's primary focus is on helping clients use the latest technology to benefit their business. To do this, it provides converged voice and data solutions with a specific focus on Voice Over IP and contact centres. Its in-house team puts together practical and affordable end-to-end solutions, from scoping the project and system design through to implementation and training. It now provides service and support to customers located throughout Australia. CTI Solutions' partners exclusively with Avaya in the converged telephony space but also has in place business relationships with a number of specialist vendors to provide a range of services including data networks, predictive diallers, CRM solutions and GSM applications.

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