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Boston-Based Toy Stores Deliver Excellent Customer Service Using Avaya Phone and Data System for Small Businesses


Magic Beans toy and baby gear employees use an Avaya voice and data communications system to be productive and provide excellent customer service.

BASKING RIDGE, N.J. –  Magic Beans toy and baby gear employees use an Avaya voice and data communications system to be productive and provide excellent customer service, whether they work in one of the shops, in the warehouse, or at home.


"When I opened my first Magic Beans store in 2004 I was a new entrepreneur, but I soon realized that the telephone system we had was far too basic for us," said Sheri Gurock, president. "Sometimes it was hard for customers or suppliers to reach me or my employees unless we were actually sitting at our desks. And I had a newborn, but I couldn't work at home when she needed me because I didn't have the right technology to conduct business remotely."


To solve these and other business challenges, Gurock uses Avaya IP Office at her company, which has 60 employees, three locations, and an Internet site. IP Office is a communications system that uses both voice and IP technology to help small businesses like Magic Beans reduce cost, increase productivity, and improve customer service. Magic Beans' system was configured by All Business Communications, an authorized member of Avaya's BusinessPartner program. The installation includes Avaya IP phones at Magic Beans' warehouse, and a mix of Avaya digital and Avaya IP phones at the headquarters store in Brookline and the shops in Hingham and Wellesley. Because all the stores and the warehouse are connected on the same IP network, employees use three-digit dialing to contact each other faster and simultaneously save money on the cost of a local call. 


"If a customer in our Brookline store wants a special stroller that we don't stock there, we contact our warehouse team to find out if we have it in inventory or expect delivery soon. With our Avaya system, we don't have to dial a lot of numbers or pay for a local call. Instead, we dial three digits and our warehouse team answers as if they're right down the hall, instead of where they really are: on the other side of town," Gurock said. 
Magic Beans employees typically perform multiple tasks, and they may work in sales at Hingham on one day, in back-office operations at the Wellesley store on the next day, or in the warehouse on another day. Because Magic Beans employees spend time in different locations and jobs, it isn't possible to assign permanent extensions to people. With virtual private network (VPN) software for IP Office, Avaya IP phones, and a VPN gateway at headquarters, employees at the stores or in the warehouse can have business features such as voice mail, messaging, and conferencing. Employees simply plug their Avaya IP VPN phone into an Internet connection and their incoming calls are routed to that phone.


Gurock has an Avaya IP VPN phone at home to help her manage a busy work and personal life. "Our stores and warehouse are within a 30-mile radius, so you'd think it would be easy for me to get around," she said, "but traffic in and around Boston is always a nightmare. With our Avaya system, it's easy to keep in touch with customers, suppliers and employees, whether I'm at Magic Beans or at home with my children." When using their mobile phones, Gurock and her husband, who oversees customer service and employee training, turn on the "mobile twinning" feature of IP Office. The feature incoming office calls to their mobile phones on the second ring, and because caller ID details appear on their mobile phones, the Gurocks know when an important client or supplier is calling. 


Most of the incoming calls go to the headquarters store in Brookline. "The automated response feature of IP Office enables us to handle many calls at one time and give our customers the information they need," Gurock said. Customers who call the headquarters store can speak with a sales person at any of the stores, listen to driving directions, or get a store's direct phone number. They can hear about special events, such as Magic Beans' toddler and pre-school story times, classes on topics such as "how to make your own baby food," or upcoming dates for "Stroller Speed Dating," a consultation service for customers who want advice about buying the right stroller for them. Customers who call when the stores are closed are automatically directed to the company's web site:  


"Small businesses such as Magic Beans need affordable communications systems with features they can use to make a difference to their bottom line. We're collaborating with our worldwide network of resellers to ensure that Avaya solutions for small businesses meet their customers' needs," said Geoffrey Baird, vice president and general manager, Small and Medium Business pision, Avaya. 
"With the Avaya system, our business is humming and growing – even though everyone's certainly not under one roof," said Gurock, who plans to use IP Office's built-in call center capabilities in the future. "Investing in Avaya IP Office when our company was a newborn was one of the smartest business decisions we ever made."


About Avaya
Avaya delivers Intelligent Communications solutions that help companies transform their businesses to achieve marketplace advantage. More than 1 million businesses worldwide, including more than 90 percent of the FORTUNE 500®, use Avaya solutions for IP Telephony, Unified Communications, Contact Centers and Communications-Enabled Business Processes. Avaya Global Services provides comprehensive service and support for companies, small to large. For more information visit the Avaya Web site:


About All Business Communications
All Business Communications, Inc. is a certified member of the Avaya BusinessPartner program. All Business Communications specializes in the design, implementation, and support of integrated communication solutions nationwide. All Business Communications, has achieved "SMB Expert" status which is Avaya's highest level of certification in the small and medium business (SMB) sector. This was accomplished through unparalleled customer service, product knowledge, and technical expertise in the market. For more information visit


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