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Top Oil Case Study

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Case Studies

Phone Pulse supports sales and cost savings for Top Oil with ShoreTel’s brilliantly simple Unified Communications solution

Top Oil

Background

Top Oil is an Irish-owned, leading supplier of home heating oil, commercial and agricultural fuel. The company employs over 250 people across 18 manned locations and also has 12 unmanned locations. Top Oil sells over 1.3 billion litres of fuel every year, supplying fuel to large retail sites, as well as residential premises.

Business challenges

During peak times, Top Oil receives upwards of 8,000 calls per month and, with 18 disparate phone systems, this presented a huge problem for the multisite organisation. Sales opportunities were being missed and there was a high risk of customers’ calls being left unanswered. Furthermore, the company was spending approximately €40,000 annually on line rental. Many of the systems were end-of-life and there was limited support.

A brilliantly simple solution

Top Oil decided to upgrade to a Unified Communications system that would better serve their business needs and guarantee excellent customer service. The company met with several providers offering a range of solutions. After a competitive bidding process and technical benchmarking from IT and business users, Phone Pulse, ShoreTel’s Irish Gold Partner, was chosen to implement ShoreTel’s UC solution.

“PHONE PULSE AND SHORETEL WERE THE OBVIOUS CHOICE TO SUPPORT OUR CURRENT AND FUTURE BUSINESS NEEDS. THEY DEMONSTRATED GOOD EXPERTISE, TECHNICAL KNOWLEDGE AND EASE OF DEPLOYMENT.”

Seamus McGovern,
Group ICT Manager for Top Oil

David Lang, Sales Director for Phone Pulse, added,

“ShoreTel was the right solution for Top Oil. Its single image architecture allows seamless communication, it provides detailed call analysis and its central control supports and simplifies the IT function.”

ShoreTel’s solution enables customer calls to be prioritised ahead of internal and other less time-sensitive calls. There is a centralised IP telephony system with SIP integrators in Dublin and Galway, acting as failover for each other. The centralised monitoring and reporting also allows the management team to measure company wide customer service.

The contact centre solution also provides instant access to customers’ details when they call, so any queries are answered quickly and efficiently. Phone Pulse was also able to implement call-recording capability, staff email and IM chat solution, at no additional cost.

Positive results

Phone Pulse made the transition seamless, implementing the ShoreTel solution in just a few weeks. Calls are now easily routed across Top Oil’s 30 locations and 250 staff. If a call is missed, customers can request a call back from the contact centre team, so no queries are left unanswered.

“SHORETEL’S SOLUTION HAS BEEN INCREDIBLY BENEFICIAL IN TERMS OF BETTER MANAGING THE WORKFORCE AND UNDERSTANDING OUR CUSTOMERS’ REQUIREMENTS. BEFOREHAND, WE DIDN’T KNOW THAT 30% OF THE CALLS WE RECEIVE ARE SALES CALLS. NOW, NO CUSTOMER IS LEFT BEHIND. WE HAVE GREATER VISIBILITY AND, BEING A SEASONAL BUSINESS, WE CAN TRACK AND MANAGE THE PEAKS AND TROUGHS IN CALL VOLUMES. ANOTHER BONUS IS THAT STAFF FIND THE SYSTEM SO INTUITIVE AND EASY TO USE. THEY ARE AMAZED AT ITS SIMPLICITY, OFTEN HAVING AN ‘IS THAT IT?’ EXPRESSION AFTER TRAINING.”

Imogen Gold,
National Contact Centre Manager for Top Oil

Some of the many benefits include:

  • Cost savings – by integrating legacy systems, Top Oil has saved approximately €40,000 per year.
  • Increased sales conversions – the solution has had a direct positive impact on Top Oil’s revenues, particularly calls converted to sales.
  • Comprehensive staff training – onsite training and support really helped the staff make the transition and Phone Pulse are always available to answer queries.
  • Simplicity – the ShoreTel solution is intuitive, flexible and incredibly easy to use.

Looking ahead

Top Oil still works with Phone Pulse on an ongoing basis as the provider looks for additional ways to benefit the company through unified communications.

Barry Dillon, Regional Sales Director for ShoreTel, said,

“ShoreTel’s ethos is about delivering true business value to our customers. We pride ourselves on having the lowest total cost of ownership in the marketplace, reflected in Top Oil’s substantial cost savings.

Top Oil have moved to the next level in terms of technology. Contact centre agents in any location can answer all calls, prioritising customer queries and sales calls.”

McGovern concluded,

“I would have no hesitation in recommending ShoreTel’s Unified Communications solution. Phone Pulse also provides superior technical knowledge and expertise, so together, they are a winning combination.”

CHALLENGE:

Top Oil had 18 separate phone systems, which were not integrated and incurred individual landline charges. There was zero call visibility and Top Oil had no way of monitoring inbound calls to ensure that customer queries were being dealt with efficiently.

SOLUTION:

  • ShoreTel Unified Communications solution
  • ShoreTel’s Enterprise contact centre solution
  • ShoreTel Director
  • ShoreTel Communicator
  • Call recording, Instant Messaging and email

BENEFITS:

  • Increased sales conversions and opportunities
  • Costs savings of €40,000 annually
  • Flexible, scalable and resilient
  • Ease of use has resulted in excellent staff engagement

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