Back to Case studySunidhi Securities & Finance, a veteran stock broking company configures a PRI-based productive voice calling network
ShareIntroduction
The company is among India's leading stock broking services providers delivering specialised solutions for institutional equity, commodities trading, foreign exchange, wholesale & retail debt market, mutual fund distribution, and depository services. It actively participates in research focused on mid-caps to generate optimum returns for customers through structural ideas.
Established in 1957, the company has attracted thousands of individual and business customers who make use of their market guidance, transparency in technical research, high compliance standards, and timely updates on market research and recommendations. In the digital age, the company is also known for maintaining state-of-the-art systems for efficient market trading in India
The company manages an active call centre to respond to client queries for which it requires a network of high-quality telephone lines. Its legacy PSTN system was difficult to maintain and scale and the voice quality was also poor.
While considering the available options, the company’s procurement managers contacted Tata Tele Business Services (TTBS) with whom they had a past association, having delivered some products for their offices earlier. They found the primary rate interface (PRI) solution a good value proposition with its security features and redundancy benefits. After receiving an online demo of the service for details, the stock broking company signed up for the PRI solution.
Business Challenges
The company had to consistently stay in touch with its clients and answer all incoming calls with a zero-waiting policy. Their telecommunication infrastructure could not keep pace with their growing requirements. Not only was it proving tough to maintain, the recurrent instances of downtime was ruining the user experience resulting in customer dissatisfaction. There was a clear need to upgrade the telephony service.
The three primary problems that made it essential to switch to a feature-rich PRI solution were:
Switchover to a new service provider was mandated largely by three requirements:
- The call distribution system did not work effectively - if a number dialled was busy, another incoming call on the same number could not be routed to the next available person and the caller had to wait to get connected.
- To provide seamless voice service to customers and maintain consistent internal communications, it was necessary to have a failover technology with the telecom setup.
- The existing phone service did not have service level agreement (SLA) support and technical support was weak during downtime incidents.
While upgrading to better-performing PRI lines, the company wanted to avoid unnecessary CapEx and utilise its existing PSTN infrastructure.
TTBS Solution
Our team deployed the required number of PRI links for the company and each of these had 30 channels to support 30 simultaneous calls on a single connection. The network enabled the workforce to handle client queries more effectively and stay connected to business representatives who handled critical financial transactions in real time. The line could also fuel high resolution video conferencing.
Having Installed a reliable PRI network for its routine calling operations, the company found solutions to the problems it had been facing:
- If any of the direct inward dialled (DID) numbers was engaged, an incoming call could automatically hit the next available extension – this helped the company attend all the calls made to a particular department.
- Even though the lines had SLA-backed uptime of 99.5%, TTBS added a backup PRI connection for redundancy to keep the communication seamless even if a rare downtime issue affected the network.
- Our SLA terms also included a mean-time-to-resolve of 4 hours and service credits in case of commitment breach, giving the customer peace of mind that they would promptly get technical support for any issue or query.
As PRI lines can be deployed on older PSTN systems, we were able to use the existing infrastructure for the telephony network upgrade. The company therefore avoided unnecessary CapEx in this project.
Benefits
- Clear voice communication enabled by jitter- and latency-free PRI lines
- Multiple communication features provided by a single PRI line, reducing the dependency on data services for video calling apps
- More secure communications as PRI telecom setup cannot be tapped into easily
- Consolidated billing for multiple PRI line extensions
- Automatic call distribution to available extensions if the dialled extension was busy
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“The top advantages of procuring any solution from TTBS are timeliness of service, negligible latency, zero downtime, and personalised relationship. We are happy with the new PRI setup they have activated for us – the improvement in voice quality and the ease of handling heavy call volumes are perceptible.” Wali Chaudhary, President, Sunidhi Securities and Finance
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