Telephony Adventures: A Brisbane Case Study

The Company “New Co” was established 6 years ago in 2015 and showing steady growth and profitability over the past 3-4 years. Founder and Director Adam Shilling, has carved out a niche market for his current range of products, servicing 125 solid customers with a staff of 30.

New Co had outgrown their original phone system — a basic 8-line system that was fine for five people but completely inadequate for thirty. The cracks were starting to show in ways that directly affected revenue.

The Challenge

Like many growing businesses, New Co’s phone system hadn’t kept pace with their growth. The specific problems were costing real money:

Missed calls during peak periods — with only 8 incoming lines, customers were hitting engaged tones during busy times. Adam estimated they were missing 15-20 calls per day. With an average order value of $2,000, even converting a fraction of those calls would have been significant.
No CRM integration — staff had to manually log every call, which meant many calls went unrecorded. Customer history was patchy, follow-ups were missed, and repeat callers had to re-explain their situation.
Field team disconnected — 10 of Adam’s 30 staff work in the field visiting customers. They had no way to receive calls on their office extension while away, meaning customers calling for them either went to voicemail or were told to call back.
Poor call routing — there was no auto attendant or intelligent routing. Every call hit the receptionist, who was overwhelmed trying to direct calls manually while handling her own workload.

The Solution

After a thorough assessment of their needs — including a full audit of their call traffic, CRM requirements, and internet connectivity — we recommended a Zultys unified communications platform. The solution was designed specifically around how New Co actually operates:

30 users with room to scale to 60 — the system grows with the business without requiring new hardware
Native CRM integration — every inbound and outbound call is automatically logged against the customer record, with screen pops showing caller details before the phone is even answered
Mobile app for the field team — all 10 field staff now receive calls on their office extension via the Zultys mobile app. Customers see the main office number on caller ID, maintaining professionalism
Intelligent call routing with auto attendant — calls are distributed across the team based on availability, with overflow rules that ensure no call goes unanswered
Detailed call analytics — Adam can now see exactly how many calls come in, how many are answered, average wait times, and which staff are handling the most calls

The Implementation

The transition was completed over a weekend to minimise business disruption. On Friday afternoon, the old system was handling calls as usual. By Monday morning, all 30 staff were live on the new Zultys platform.

We pre-configured every handset and mobile app in our workshop before arriving on site. The field team’s mobile apps were set up remotely — they did not need to come into the office at all. On Monday morning, we were on site for the first two hours to handle any questions and fine-tune ring group settings based on real call flow.

The Result

Within weeks of installation, New Co reported measurable improvements:

Call answer rate jumped from 72% to 98% — the combination of intelligent routing and mobile integration meant virtually every call was answered
CRM data quality improved dramatically — with automatic call logging, customer records were now complete and up to date
Field team responsiveness improved — customers could now reach field staff on their office number, and the team could return calls showing the company number instead of their personal mobile
Receptionist workload reduced by 40% — the auto attendant and ring groups handled routine call distribution automatically

Key Takeaways

A growing business needs a phone system that grows with it — outgrowing your system costs real revenue
CRM integration is not a luxury; it is essential for customer service and follow-up
Mobile integration keeps field teams connected without exposing personal numbers
A properly planned transition can be completed over a weekend with zero business disruption
The right partner takes the time to understand your business before recommending a solution

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