Union Bank Company Case Study
The Union Bank Company puts its money on ShoreTel’s outstanding call quality to improve customer service
Upgrading to enable teller mobility
The Union Bank Company, a subsidiary of United Bancshares, is a full-service bank with 12 offices serving northwest and central Ohio. The bank wanted to add cordless phones to its existing ShoreTel system.
Quality audio in a cordless phone
When it comes to fostering loyalty, the quality of service that customers experience can make all the difference. Business success is often a result of the sum total of the positive interactions between customers and employees, and these experiences can become powerful points of differentiation in an industry like banking where companies offer very similar products and services.
The most important aspect is the level of customer service offered by frontline employees. Tellers essentially serve as the “face” of the bank. They regularly interact with customers both on-site or over the phone. The quality of service provided by tellers can greatly affect a bank’s reputation.
“Every bank sells similar products. It’s service that sets you apart,” says Brent Nussbaum, IT manager and vice president at United Bancshares. “You can’t put a value on the impact that communications has on excellent customer service. Our analog cordless phones didn’t come close to the digital audio quality and robust functionality of the ShoreTel IP Phone 930D with DECT technology.”
The bank adds ShoreTel IP 930D to its portfolio
Although the organization has been a ShoreTel customer for more than a decade, and currently uses several models of ShoreTel phones, the IT team reviewed IP cordless phones from two other prominent vendors. With priority placed on call quality, battery life, and ease of integration with ShoreTel 14, the bank decided to go with the ShoreTel IP 930D cordless phone in the teller environment. The ShoreTel IP 930D is perfectly suited for employees, such as tellers, whose jobs require them to move away from their desks while still managing incoming inquiries, monitoring shared extensions, or picking up group calls.
“ShoreTel is a great company and we knew we were getting more bang for the buck in terms of features, ease of installation, ease of use, and ease of adding additional licenses with ShoreTel,” explains Nussbaum. With the help of its channel partner Parallel Technologies, Union Bank installed the IP 930D at one branch and has plans to deploy the IP 930D in all branches, bringing the total number of users to approximately 60.
The ShoreTel system was up and running in minutes
ShoreTel’s Director is a browser-based management interface that provides The Union Bank Company with easy access to the system from anywhere on the network, enabling the management of every site, including voicemail, automated attendant, and desktop applications. It takes seconds to add a new user and the system automatically updates the centralized database and every voice switch. At the time the new user is added, a mailbox is automatically created, the automated attendant dial-by-name and number feature is updated, and online directories are revised. Changes are made just as quickly. In addition to the ease of adding new users, the ShoreTel system is simple and cost-effective to maintain.
“I was pleasantly surprised at how easily and quickly we were up and running,” says Nussbaum. “The tools ShoreTel provided enabled us to set up each unit in 15 to 20 minutes, and most of that time was downloading file configurations from the server to the base.”
“EVERY BANK SELLS SIMILAR PRODUCTS. IT’S SERVICE THAT SETS YOU APART. YOU CAN’T PUT A VALUE ON THE IMPACT THAT COMMUNICATIONS HAS ON EXCELLENT CUSTOMER SERVICE, AND OUR OLD ANALOG CORDLESS PHONES DIDN’T COME CLOSE TO THE DIGITAL AUDIO QUALITY AND ROBUST FUNCTIONALITY OF THE SHORETEL IP 930D WITH DECT TECHNOLOGY.”
IT Manager and Vice President
Capitalizing on IP 930D benefits
Nussbaum and the tellers at company headquarters have been very happy with their newfound mobility throughout the building. The superior sound quality of the ShoreTel IP 930D enables all parties to be clearly heard, which eliminates the need to repeat information and allows tellers to focus on customer service.
In particular, the static-free audio, within a 200- foot range, helps tellers assist customers without placing them on hold when moving among different departments and office buildings. Employees occupy three brick buildings, separated by one-foot-thick walls. The phone’s signal is strong enough to work from one end of the complex to the other.
Longer battery life saves a lot of running back and forth. The battery life of the ShoreTel IP 930D allows tellers to keep the handset at their window for a good part of the day, rather than frequently having to place it on the charger. Union Bank is also taking advantage of the ShoreTel Communicator desktop application to make it easier to transfer calls, conference, and redial, as well as enabling mobile and off-site users to make and receive calls transparently.
“When it comes to battery life, call quality, and features, the ShoreTel IP930 beat them all,” says Nussbaum.
The bank is adding the ShoreTel IP 930D in 11 other branches. The bank is also expanding its unified communications functionality using the ShoreTel SA 100 conference bridge to set up IM for its 155 employees covered by extension licenses.
“I WAS PLEASANTLY SURPRISED AT HOW EASILY AND QUICKLY WE WERE UP AND RUNNING. THE TOOLS SHORETEL PROVIDED ENABLED US TO SET UP EACH UNIT IN 15 TO 20 MINUTES, AND MOST OF THAT TIME WAS DOWNLOADING FILE CONFIGURATIONS FROM THE SERVER TO THE BASE.”
The Union Bank Company was relying on analog cordless phones to answer customer inquiries. Customers complained about static and poor call quality; tellers were constrained by limited battery life. As a result, customer service suffered.
The ShoreTel IP 930D offered exceptional battery life, superior voice quality, better functionality, and a static-free range of 200 feet across all three of the bank’s brick buildings.
- Enables better customer service
- 200-foot range provides mobility
- Four- to five-hour battery life
- More efficient call handling