Case Study: Star

How we helped Star win new high-margin business within weeks of going live on NGware.

The Problem

Star is a specialist cloud provider with 17 years of experience in the communications industry, serving 3000 business customers and 500,000 business users across the UK. Since its foundation in 1995, Star has developed a strong brand and a reputation for innovation, expanding its portfolio to offer greater breadth and depth of cloud services to its customers.

Star was keen to build on these strong foundations to provide a range of voice services from the cloud. Some of the limitations of Star’s other vendors meant that in many cases it wasn’t in a position to build a compelling solution to meet customer requirements. With a breadth of vendors to “knit-together” and manage, Star was restricted in its ability to change its market offering and improve the customer experience.

Star needed a platform that would differentiate the business from its rivals, and which could be adapted to its established brand and messaging. Star needed a partner that would give it the support required to get new products to market and new customers on the books as soon as possible, enabling it to offer a unique service wrap and drive greater margins.

The Solution

NGware provides the basis for Star’s cloud voice offering, from number management to enterprise grade PBX and contact centre services. By leveraging a partner and platform with more than 6 years of experience running mission-critical cloud communications services, Star can sell with the confidence that their technology has best-in-class features and 99.999% reliability.

Our on-boarding process, and the intuitive tools on the NGware platform, have enabled Star to build their own voice services into their cloud portfolio, supporting their brand and product strategy. Portal rebranding and white-labelled marketing materials have helped Star get to market as quickly as possible.

Finally, we gave Star dedicated sales support on the crucial first bids. This allowed them to win and switch on new customers within weeks of their partition going live, before they had even launched publicly. This provided Star with the inroads they needed to start generating margin-rich repeatable business in a range of vertical sectors.

The Problem

Star is a specialist cloud provider with 17 years of experience in the communications industry, serving 3000 business customers and 500,000 business users across the UK. Since its foundation in 1995, Star has developed a strong brand and a reputation for innovation, expanding its portfolio to offer greater breadth and depth of cloud services to its customers.

Star was keen to build on these strong foundations to provide a range of voice services from the cloud. Some of the limitations of Star’s other vendors meant that in many cases it wasn’t in a position to build a compelling solution to meet customer requirements. With a breadth of vendors to “knit-together” and manage, Star was restricted in its ability to change its market offering and improve the customer experience.

Star needed a platform that would differentiate the business from its rivals, and which could be adapted to its established brand and messaging. Star needed a partner that would give it the support required to get new products to market and new customers on the books as soon as possible, enabling it to offer a unique service wrap and drive greater margins.

The Solution

NGware provides the basis for Star’s cloud voice offering, from number management to enterprise grade PBX and contact centre services. By leveraging a partner and platform with more than 6 years of experience running mission-critical cloud communications services, Star can sell with the confidence that their technology has best-in-class features and 99.999% reliability.

Our on-boarding process, and the intuitive tools on the NGware platform, have enabled Star to build their own voice services into their cloud portfolio, supporting their brand and product strategy. Portal rebranding and white-labelled marketing materials have helped Star get to market as quickly as possible.

Finally, we gave Star dedicated sales support on the crucial first bids. This allowed them to win and switch on new customers within weeks of their partition going live, before they had even launched publicly. This provided Star with the inroads they needed to start generating margin-rich repeatable business in a range of vertical sectors.

Before

After

With multiple vendors to manage, creating a customer solution or making changes to a service often required Star to make several calls with long lead times. Intuitive real-time interfaces enable Star’s administrators to make changes instantly, reducing overheads for service management and helping them offer rapid, bespoke service.
Some features of Star’s previous platform were unreliable or did not work properly. Other key features, such as skills-based routing for contact centres, were not offered on the platform at all. NGware gives Star’s customers reliable access to a rich array of functionality, including Interactive Voice Response and enterprise-grade Cloud PBX services on a platform with 99.999% availability.
New services and licences could only be obtained as part of a long and complex ordering process, hindering Star’s ability to deliver products and services to their customers promptly.. An online provisioning portal enables Star’s sales colleagues to place orders in a quick and straightforward manner, making it easy to get new customers live on the platform.
The previous vendor offered predefined packages which could not be tailored and adapted to their brand, hindering Star’s ability to differentiate its services from those of its competitors. The highly flexible range of functionality provided by the NGware platform gives Star the freedom to create its own intellectual property, enabling it to appropriately service its target markets.

How it Works

  1. Star build their own services, using the four core NGware applications, overlaying their core tier 1 network services.
  2. Star use the provisioning portal to create their own packages and order forms, then take unique propositions to market.
  3. Sales colleagues fill out the online form and customer orders are automatically delivered directly to Content Guru for execution.
  4. Star handles first-line support, with Content Guru’s team of engineers on hand 24/7/365 in case of any complex issues.
  5. Real-time reporting gives Star visibility across its entire estate, enabling proactive service management, while rated call data records (CDRs) show them the margin they’re making.

“We were faced with the challenge of differentiating our business in a highly competitive market, in which many companies are selling services based on the same few suppliers’ technology. NGware has enabled us to challenge this model. It has given us a best-in-class feature set with which we can create our own intellectual property, rather than relying on a vendor to innovate on our behalf. This lets us focus on our core business—selling solutions and creating value for customers. Now, our conversations focus on value first, with cost being a secondary concern.”

Steve Eveleigh, Product Manager — Unified Communications, Star.

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