The Global Association for Contact Center Best Practices & Networking

Business Challenges
Dreams wanted to update its communications systems to provide more flexibility and the ability to communicate easily between the many different parts of the business.  At that time the only data access mechanisms for Dreams stores consisted of fax, limited public email, and dial-up Internet, there was no Wide Area Network (WAN) in place.  Voice communications were based on standard PSTN services at retail sites with a variety of standalone PBXs at a few of the larger locations.  Dreams wanted to radically overhaul this technology architecture, improve company communications and utilise new technology systems and selected CC to assist it in that process.

The Solution
CC, the convergence integrator, worked with Dreams to design and implement an IP Virtual Private Network (VPN) solution with leased lines for head office and the satellite distribution centres (home deliver depots) and ADSL connectivity for the branches; plus a hosted Enterprise Resource Planning system and Internet access within the MPLS cloud. An MPLS (Multi-protocol Label Switching) based network was chosen in order to provide advanced routing and capabilities.

The flexibility of MPLS has allowed Dreams to benefit from enhanced resilience and failover options and to implement features like end-to-end Quality of Service to support applications such as VoIP.  This gave the distribution centres and retail stores radically improved access to Dreams’ core systems as well as the capability to deliver other applications and web services to any site.  In addition, the solution supported VoIP and IP Telephony throughout the network with IP phones at every retail location providing “free” internal calls.

“There is a three year window when technology becomes obsolete and we are always aiming to work within the framework to ensure that what we’re actually doing is going to work in the future,” said Lee Felton, IT Director, Dreams Plc.  “You have to involve your experts and use their knowledge to remain close to the cutting edge as possible.  CC’s work in helping us implement the converged voice and data network has demonstrated a thorough understanding of our business.”


Customer Benefits
The use of the IP VPN and VoIP allowed CC to remove the cost of internal telephone calls at Dreams.  A subsequent CC audit of Dreams’ existing telephony service providers allowed Dreams to reduce outbound telephony call charges by 40% per annum and to reduce line rental costs by a further 10%.  The IP VPN network also allowed CC to design and deliver a single, centrally managed, resilient telephone system which offered the same feature-rich functionality to all Dreams locations.  The addition of a GSM Gateway saved another £25,000 per annum in the cost of calls to mobiles.

Additional benefits of the converged voice and data solution is that demonstrates clever use of the technology to deliver savings and resilience as well as opening up the possibility of other retail applications that can sit on top of the network.  These include areas such as CCTV and ADSL into individual branches which allows a functionally rich internet, enabling efficient communication of internal policy, training and procedures.

Centralised store communications will remove the need for separate phone numbers into each store and free up valuable sales resources by allowing user-friendly voice response access for common customer enquiries such as the nearest store location, opening hours and delivery status.

Lee Felton added: “CC provides Dreams with a very strong account management team who cares about our network as much as we do. This is essential when you have a third party managed network, and the managed support CC gives integrates seamlessly with our own project managers. This level of communication allows Dreams to meet its objectives, first time every time”

About Dreams:
Dreams Plc has more than 150 stores nationwide and nine satellite distribution centres to support them. The company was founded in 1987 with one store and has grown ever since, with a reputation for choice and quality. Dreams now has a 15 share of the UK bed market.

About CC Associates:
Simon McBeth is CEO and Founder of CC Associates Limited, a London based professional services company. CC Associates provide a wide range of consultancy, specialising in Customer Contact Strategy, Contact Centre Operations and the development of customer centric organisations, helping their clients to achieve loyal and satisfied customers.