Making telecommunications work for you.

It wasn't long ago when the telephone was nothing more than an odd shaped box, sitting on the desk simply to make and receive telephone calls. Back then, it seemed the phone always rang at the most inconvenient times. Well, times have changed.

In an age of computers, fax machines, color copiers, video conferencing, the paperless environment, cellular phones and more, the telephone has become one of the most overlooked and underestimated business tools. Your phone system, utilized to its full potential can be a valuable and highly competitive weapon. Whether your company is booming or experiencing a relative slow down in business, telecommunications plays a vital role in your long term success.

The telephone system has become much more than an odd shaped box. Used properly, it can help manage employees, eliminate overstaffing, provide superior customer support, and eliminate fraud and abuse. In order to gain an understanding of how you can take advantage of the latest technology, you must view the full spectrum of what is available. Telephone systems today can be very simple, or very sophisticated. The following are some of the capabilities of the readily available telephone system, and their typical uses.

Voice Mail. This allows the user to manage both incoming and outgoing calls very effectively. Some of the typical uses for voice mail include: call screening; interfacing with your computer to assist the management of telephone calls; taking messages when all stations are in use; call forwarding to home, office, auto, or pager; customized greetings for multiple users. Voice mail has become widely accepted and effective as a business tool. It is very easy to use for both owners and for customers.

Call Accounting. This tool is useful in the management of outgoing and incoming calls. The call accounting system allows management to track calls from each extension and cost each extension on a periodic basis. It can provide management with detailed reports on the traffic flow of incoming calls and can pinpoint strengths and weaknesses within the company. In addition, call accounting is very useful in the prevention of telephone fraud and increased toll charges.

Computer/Telephone Integration. The link between telephones and computers is strengthening. It is possible to control your telephone from your computer screen to manage all telephone activity without interruption from work flow. The Caller ID system and multimedia interfacing with Voice Mail and the auto attendant are becoming increasingly utilized as a efficient use of the telephone system. A small company can project the image of a much larger firm, and a large firm can operate at a more efficient level by integrating the telephone system with computers.

Another point to consider with any telecommunications system is disaster prevention and recovery. It is important to surge protect the entire telephone system. This will prevent loss of programmed information and will allow for a rapid recovery from a power surge or loss in power. A battery backup system is recommended for times when power outages occur, and a backup disk of the telephone and voice mail systems are also recommended for recovery from mishaps. The recent natural disasters experienced in Los Angeles have provided a strong reminder of the importance of mapping out contingency plans in the case of future disasters. Your business may depend on it.

The fax machine changed the way we do business, and with construction under way for the Information Highway, the uses for the telephone will soon be changed again -- forever. It is important however, to be careful when considering making changes in your telecommunications system. It is possible to over do it, and to under do it when re-designing your telephone system.

To outfit your company with the most efficient telecommunications equipment, it is important to gain a very solid understanding of how your company is doing, and where the company will be in the coming years. Telecommunications systems can expensive, therefore it is important that the system chosen be able to adapt to the changing needs of your company for several years. Flexibility, upgradability, and adaptability to future technology are all important to the acquisition decision. Will the system be able to integrate with your computer system now, and in the future? Is telecommuting important? These questions, and many others must be considered to manage the communications needs for your company.

Technology is rapidly changing the way we do business. Keeping informed of the changes in technology is the first step in taking advantage of technology. What used to be an odd shaped box sitting on your desk, can now be used as a competitive weapon in the field of corporate battle. In business, efficiency in communication plays one of the most critical roles in success. By understanding where your company is going, and providing the right communications system to meet your future needs, your chances for success are greater.

THINGS TO CONTEMPLATE WHEN PURCHASING A PHONE SYSTEM:

* Will the system expand to your future needs 5 years from now?

* Is it upgradable to future technological advances the future has to offer?

* Will it completely integrate with a voice processing system?

* Does it provide T1 capabilities, Tie lines, or DID lines?

* Do the phones provide enough soft buttons to program desired features?

* Is the system ISDN capable (the technology of the future will require this)?

* Does it provide CTI (Computer/Telephone Integration)?

* Is it Digital end to end (Every system is digital in the main box, but not always out to the phones)?

* Does it provide Automatic Call Distribution (ACD) for in-house Telemarketing?

* What will be the costs for program changes and upgrades in the future?

THINGS TO CONTEMPLATE WHEN PURCHASING VOICE MAIL:

* Complete integration with your telephone system

* Would it interface with your computer network?

* Does it provide different greetings for multiple tenants or businesses?

* Does it provide no answer and busy greetings for users?

* Will it find you to deliver messages, (home, office, pager)?

* Does it provide flexibility for individual mail boxes or are settings for all users?

* Can you press 0 at any time for an operator?

* Analog vs. Digital interface to phone system - Digital is much faster!

* Is it secure from hackers?

* Can it ask questions? Great for 24 hour order taking, or getting detailed information.

* Is it easy to use by mailbox owners and customers?

PREVENTION OF TOLL FRAUD AND OTHER MISUSES OF TELEPHONE AND VOICE MAIL SYSTEMS:

* Use a Call Accounting system. It will track calls from extensions and cost them.

* Toll Restrict all international calls.

* Restrict or eliminate DISA (Direct in System Access).

* Turn off Remote Access.

* Limit the number of access codes.

* Use company calling cards or better yet, Debit cards.

* Watch out for increased costs of 800 numbers.

DISASTER PREVENTION AND RECOVERY:

* Surge Protect everything.

* Battery Backup Telephone and Voice Processing systems.

* Make current backups of your software on your phone and Voice Mail system.

* Make current hard copy of Telephone systems programming.

* Cover Telephone systems in a protective box. If water sprinklers go off....

* Have a plan designed for Telecommuting, using ISDN or simple OPX circuits en used to supply illegal information to the public. And threaten you with a computer virus if it is deleted. Watch out!

Bill Cesan is president of Priority Communication of Venice, California, a full service telecommunications solutions company serving the growing needs of California business.