You rely on the telephone every day to interact with a variety of people. Given how much time you devote daily to this form of communication, take a few moments to consider how much your phone system directly impacts your productivity -- and, therefore, your profitability.
       Because the telecommunications industry has made great strides in the past few years, you have a wider choice of phone systems than ever before. If you select the one that maximizes your efficiency, this will put you in the driver’s seat to increase your revenue stream, as well.
       If you'll be selecting new call-processing equipment in the foreseeable future, you’ll be in a much stronger position to make a positive impact on the purchasing decision if you’re armed with a general knowledge of current trends in phone systems. The information in this document will help you make an informed, confident phone system decision.

       Time truly is money in business. Therefore, logically, if you can become more efficient, you’ll free up more time to do other things, earning more each day without working longer hours. Modern phone systems offer features and functions which, when used properly, can give your productivity just this kind of boost.
       Let’s look into a couple of these features and functions, so you can see how they can be of benefit to you. After that, we’ll discuss how newer technology enhances phone system performance. Then, we’ll talk about specific features, as well as questions you need to ask when you talk to a dealer about the purchase of a new phone system.

Voice mail

       If you currently don’t use voice mail, you could be spending valuable hours each day simply playing "phone tag." If you wait to return calls until you get back to the office from an off-site meeting, you’ve lost that drive-time when you could have been returning those calls. But, if you do use that drive-time (or other "dead" time) during the day to make yourself more efficient, you’ll have more time available to take care of more customers -- and increase your revenue proportionately.

Auto attendant

       You can use your phone system’s auto attendant to take calls during working hours or during nights, weekends and holidays. But perhaps you want to make sure your customers always are answered by a person, not an auto attendant. If so, you can set up the auto attendant to answer only calls from family members (as well as vendors and other frequently calling non-customers). This will allow your administrative assistant more time to handle important calls; it also will minimize calls being toggled on and off hold.

       In much the same way as the microprocessor chip revolutionized personal computer technology, the use of the digital signal processor (DSP) has radically improved call processing efficiency. DSP-driven telephone systems are now recognized as the most reliable and flexible on the market.
       The DSP allows system designers to replace many common telephone hardware components with software. This allows manufacturers to include more advanced functions and improve existing features without requiring expensive hardware modifications.
       Therefore, be sure that one of the first questions to ask about a phone system you're considering is: "Is this phone system designed and controlled with a digital signal processor?"

       Let’s now consider the difference between an integrated phone system and an interfaced phone system. Integration is a key element that separates phone systems.
       To understand the difference, think about an AM/FM radio: one device handles two different types of radio broadcasts. That’s integration. Now, compare that to two separate radios, one AM-only and one FM-only, tied together and wired into the same battery! That’s interfacing. Obviously, integration is preferable.
       Today’s most progressive call-processing systems offer a single cabinet running on one operating system that includes a full set of advanced features such as auto attendant, Caller ID, automatic call distribution, message-on-hold and built-in voice mail channels.
       Be careful when considering phone systems: if a system requires two or more cabinets, it definitely is not truly integrated; it is interfaced.
       However, even the number of cabinets involved is not always the final determinant. Some systems attempt to disguise interfacing, by placing the hardware board for the auto attendant and voice mail system into the same cabinet with the call-processing system. These separate components still perform largely as independent systems, even though they are interfaced by design proximity; they definitely are not integrated in any way. The older interfacing technology causes several important operational and functional limitations.

       It’s tempting to dismiss phone systems by saying, "Ah, they’re all pretty much alike."
       But that just isn’t true.
       Because of technological restrictions, varying degrees of integration and different levels of design proficiency, phone systems are far more divergent than they seem. While many manufacturers claim their systems have similar features, a thorough investigation often shows that supposedly comparable features are often limited in application and operation.
       Here’s just one example. Many (perhaps most) phone systems require multiple keystrokes and hard-to-remember codes to perform simple tasks such as picking up and transferring calls, retrieving voice mail and setting up conferences. By contrast, the most progressive systems use single keys, intuitive functions and interactive on-board prompts to help you execute these everyday phone tasks.

       Many telephone system manufacturers talk about what their systems can do. However, in order for you to make an informed decision, insist that each supplier actually demonstrates the product in your office. When dealers invite you to their showrooms, you don’t know what special wiring or programming they have set up to show off the systems they wish to sell you.
       Also, be sure to test the phone system yourself. After all, when you buy a new car, you don’t have the dealer take you for a ride; you drive it yourself. Make sure the dealer lets you personally touch the keys and use the features.
       Only with this type of on-site, hands-on demonstration can you accurately identify for yourself actual feature differences among phone systems. This step alone can go a long way toward saving you from ending up with an overpriced, overhyped system that, in the end, you and your officemates don’t even like to use!

       As with any product, phone systems vary widely in price. Always be sure that the features you need are included as standard. Adding on options and other peripheral equipment not only creates interface and maintenance problems, it also quickly runs up the system cost. For instance, a small number of business phone producers build in automatic call distribution (ACD); but when you are forced to buy ACD as an option, this feature alone can easily add $5,000–$10,000 to the total system cost.

       It may surprise you to find out that there are important differences in so-called "standard features" such as call recording, Caller ID, call screening and message-on-hold. Let’s run through a brief overview of these functions, as well as some other important features, so you’ll know what to look for when comparing phone systems.

       Voice mail has rapidly gained acceptance as a major communication tool. It’s now commonplace to leave a voice message for someone who’s on the phone, or otherwise isn’t currently available, to take a call.
       Consider those "little pink sticky notes" you get from people who answer your phone when you’re not available. Generally, you see a name and number, but rarely a complete message about what the call was about. Or, maybe the call is confidential and the caller couldn’t tell the other person the reason for the call. But, with voice mail capability in your phone system, you could have callers leave you complete, private messages. Also, callers could tell you when they will be available for a return call. Thus, you’d be armed with all the information you need to respond to the call, even if you leave it as a message on their voice mail systems! It simply allows you to be more efficient.
       Most call processing systems use as few as four ports to handle voice messages. (You might think of a voice mail port as a lane on a highway; the more lanes, the more the highway can handle.) To get a larger quantity of ports, you pay more money. This is even more of a limitation because, in most systems, each port used for voice mail diminishes the overall system capacity because it takes away one port intended for a telephone. Also: remember our discussion earlier about integration vs. interfacing, and why interfacing just doesn’t measure up? Be aware that many other systems interface with separate components to handle voice mail.
       No matter how the system captures and stores messages, it is important that you investigate how easy it is for users to retrieve and handle messages.
       The most progressive phone systems supply eight or more channels for voice mail functions and do not diminish overall system capacity. The most well-designed phones also feature a fixed voice mail key, for one-touch entry into the user's mailbox. These systems include displays on each phone and help the user by showing how many messages are stored, rather than just lighting a light and forcing the user to call into the system to find out. During message retrieval, the display shows message length and Caller ID information (if available from the local carrier). As a standard feature, advanced systems also use stored Caller ID information for one-touch call return.

When considering phone systems,
        ask these questions about voice mail:

• Is the voice mail function built into the call processing system, or added on?
  

• How many ports are available for voice mail?
  

• How do users retrieve and handle messages?
  

• What does the display show when the user is retrieving messages? (For that matter, does every phone in the system have a display?)

       This lets you record conversations, conference calls and even intercom calls and store them in your voice mailbox, or others’, for future reference.
       Think about the value of recording a call with a customer. You can then transfer the recording to others for review, or store the recording in a site specifically set up by customer, issue, etc. Think of the potential benefit if, before going on an important presentation, a sales team could individually review all important phone conversations with, or relating to, the prospect.
       It’s important to remember that many systems that list live call recording as a feature actually are extremely limited in their applications. For instance:
       Some systems can record only incoming calls.
       Worse still, others can record only incoming calls processed through the auto attendant.
       In a classic example of "too much of a good thing," some systems waste resources by recording all calls and then require you to decide whether or not to store the recording. (Imagine how much extra work such a flawed implementation of this feature can quickly build up. Additionally, this can critically compromise voice mail and auto attendant features.)
       Also, many systems underestimate the use of the recording feature, providing only a limited number of recording channels (or "talk paths").
       By comparison, advanced systems allow you to record incoming and outgoing calls (including conference calls) at any time during the conversation by pushing a single key. Advanced systems also offer enough voice "talk paths" so that multiple calls can be recorded, even when several users are using voice mail or are transferring through the auto attendant.

When considering phone systems,
        ask the following questions about live call recording:

• How many conversations can be recorded simultaneously?

• Does the number of conversations being recorded reduce the available voice mail and auto attendant channels?
  Example: Let’s say you have a four-port voice mail system. If two users are recording calls, one user is leaving a voice mail message and another is retrieving voice mail messages, what will happen when another call comes into the auto attendant? (On many systems, the caller will get a busy signal.)

• How easy is it to record a call? Must I know some arcane key combination?

• Can I start or stop the recording at any time during the conversation? Or is it a case of all-or-nothing?

• Can I record all incoming and outgoing calls, even if they don’t come in through the auto attendant?

• Can I record conference and intercom calls?

• Can I store the recordings on the system and transfer them to other people in the system if I choose?

• Can I store the stored recording in a way that organizes it for my most efficient review?

       This extremely useful function lets users know who’s calling before they answer the call.* That’s common knowledge. What isn’t common knowledge is that Caller ID features vary significantly among phone systems.
       Several phone systems are equipped to display the incoming Caller ID name and number provided by the local carrier (although not all the individual phones on those systems have displays, thus rendering them unable to use this feature). But many systems lose this Caller ID info when the call is processed through the auto attendant or is transferred from another extension. Most systems do not retain the Caller ID name and number when the call goes into voice mail.
       The most integrated phone systems not only display Caller ID initially, they also embed the name and number and pass it along when the call is transferred or goes into voice mail. Automatically storing Caller ID within the voice mail message allows instant auto redial by simply pressing one key. Some systems even include electronic directories that allow you to store Caller ID names and numbers permanently, for future speed dialing.
       Advanced phone systems’ capability of displaying the caller’s name and number gives you tremendous flexibility: you see who is calling and can decide whether to take the call now or simply let it be routed to voice mail so you can call that person later. Use this feature together with an auto attendant, and you eliminate the need for someone to answer all incoming calls and interrupt you to announce who is on the phone: that’s yesterday’s technology. Advanced systems do all this for you automatically, adding to your personal efficiency and your ability to control your time.

When considering phone systems,
        ask the following questions about Caller ID:

• Does every phone in the system have a display that uses Caller ID to show the caller’s name and number?

• Does the system retain Caller ID information when transferring the call?

• Does the system store Caller ID information with voice mail messages?

• Can you automatically call back using Caller ID?

• Can you build a personal on-board log of Caller ID names and numbers?

       Another feature that helps users identify who’s calling is live call screening. (Many manufacturers call this "monitoring" or "monitor mode.")
       When you’re at home, it’s easy to perform live call screening through your answering machine: you just listen as the person leaves a message, and you can pick up the call at any time. Unfortunately, most phone systems do not provide this level of simplicity -- if they even offer call screening at all.
       One method for call screening requires a caller to state his or her name so it can be recorded. The system puts the caller on hold, the voice mail system calls the user and plays the recorded name to the user. The user then can either take the call or let it go into voice mail. This is not only time-consuming; it also can be offensive to callers!
       Another common call screening limitation is that some systems cannot screen calls that are transferred from the receptionist or from another user.
       However, advanced phone systems let users control live call screening at their phones with just the touch of a silent key. As they leave a message, callers never know they are being monitored. Such systems also allow any call to be monitored, not just calls from the auto attendant. And the most efficient systems also provide enough voice channels so that several users can monitor calls simultaneously without affecting other call processing functions.

When considering phone systems,
        ask the following questions about live call screening:

• Exactly how does the system handle live call screening?

• Do callers know they are being screened?

• Can you screen any call?

• How many total voice channels does the system provide?

• Can the screening feature be password-protected -- so others cannot listen in on messages being left at your extension while you are away?

       Having a message-on-hold (MOH) allows you to inform your customers of other services your business offers. You can use this service also to remind your customers to take care of things that require on-going maintenance. For example, an auto repair business might remind callers during the fall to get their antifreeze and batteries checked before cold weather arrives.
       Most phone systems require a peripheral plug-in device for nearly any message- or music-on-hold activity. This additional equipment not only increases system cost, it also can add additional expenses for installation and service. Further, these systems offer the system administrator very little flexibility to create or select MOH materials.
       The most cost-efficient and flexible phone systems build in standard MOH functions; this allows the administrator a higher level of control than with peripheral-based systems. The best systems support outstanding sound quality, multiple MOH sources and ease of changing the MOH sources.

When considering phone systems,
       ask these questions about message-on-hold:

• Does the system come with generic MOH selections to get you started?

• Does it require peripheral equipment to perform MOH? If so, how much does it cost?

• How do you change the MOH source? (Ask for a demonstration.)

       If you prefer to have your calls answered by a live operator, you can still take advantage of the advanced features offered by an auto attendant. Even the most efficient live operator sometimes simply has more incoming calls than he or she can handle at once. The auto attendant can be used to back up your live operator by answering overload calls on a pre-determined number of rings. This eliminates long ring periods, and minimizes the aggravation your customers experience when being toggled on and off hold.
       Automatic call distribution (ACD) can help high-call-volume firms by queuing calls to the next available person and assure that the calls are answered in the proper order. In many systems, ACD is also one of the most expensive features available and is only offered as an add-on option. Many systems substitute much less costly -- and much less flexible -- features such as uniform call distribution (UCD) or "hunt groups" that simply rotate calls through all listed extensions.
       The most advanced phone systems provide a multi-level, integrated auto attendant and full ACD features. In addition to integrated ACD, some of these systems even include other call distribution methods such as ring-all-extensions or pick-up-departments.

When considering phone systems,
       ask these questions about call distribution options:

• Does the system have a built-in auto attendant?

• How many levels are in the auto attendant?

• Does the system include true ACD features?

• Are you paying extra for the ACD?

• Does the system provide any other call distribution options?

       What good is it to have a multitude of great features and advanced capabilities if no one can figure out how to use them? Some phone systems are just plain difficult to use.
       Be sure to seek out a system designed with the user in mind. Features such as pre-labeled function keys, on-board help prompts, streamlined operation and flexible programming are just a few of the elements that make a phone system easier to learn and use.

When considering phone systems,
       ask these questions about ease of use:

• How many keys are pre-labeled?

• Is transferring a call simple and logical?

• How easy is it to perform other basic functions, such as conferencing?

• Are there on-board help prompts to explain programming and other features?

• Can each user program his or her phone to do what that user needs?

       It's clear that there are distinct, discernible differences among telephone systems. Comparing features and functions is an excellent strategy for selecting the system that will deliver the most ease-of-use and the best long-term value for your business.
       As you investigate various phone systems, always remember to understand how each feature and function might benefit you directly. See how the function will work for you, and make sure you understand each function's benefits. Then you will make a sound, long-lasting decision which will pay for itself many times over.