The Ted Baker Story

• Reduced costs & minimised their environmental impact by reducing the office space required
• Retained & improved a seamless customer service experience
• Reduced operational costs by relocating customer services
• Improved the talent pool for their customer service teams

Ted Baker is a rapidly growing lifestyle brand which has grown since 1987 to
become one of the leading retailers in its field within the UK with a turnover of
£142 million.

The retailer is a leading brand name and now has a portfolio of stores based
within the UK and the USA as well as retail space in a selection of major
department stores.

The Challenge

Ted Baker were experiencing ongoing growth and were seeking a telecoms
provider who could provide scalable and flexible solutions.

Importantly they wanted a service provider who could provide consultancy
style advice and offer a managed service to keep them up to date with their
account and service developments that might benefit the business.

Ted Baker were also establishing a new customer service team across diverse
locations. The aims were to widen the available pool of talent to recruit from,
to increase the flexibility to match specific promotional campaigns, to improve
control of the customer service function and to reduce the office space
required to rationalise costs and reduce their overall environmental impact.

Solutions

Uniworld is providing Ted Baker with more than 265 lines (analogue, multianalogue
and ISDN digital) across their sites as well as call routing and nongeographic
numbers. The ISDN lines provide the ability to carry multiple direct
dial numbers and can be split for use with multi-media, voice, data and
internet traffic to provider flexible connectivity.

The non-geographic numbering call plan was prepared by Uniworld in close
partnership with the retailer. The plan covered the new customer service team
spread across various locations. Despite the geographic changes Ted Baker
wanted to ensure that the customer service experience remained positive. It
was vital that not a single call was missed and that the transfer of the
numbers and calls from their existing customer service set-up was seamless.

Uniworld provided a call plan with auto-attendant (or virtual receptionist) to
route calls to the 0845 number to the appropriate call centre based on the
callers location whilst still presenting a seamless customer experience.

Outcomes

Ted Baker has retained and improved the seamless customer service
experience its customers expect with customers dialling just one 0845 number
for all enquiries.

The company also reduced their operational costs by relocating the customer
service functions (without negatively effecting the service) and benefitted from
placing these teams in areas with plenty of available and quality human
resources to populate their teams.

The overall operational costs have been reduced by minimising the amount of
office space (with the associated overheads) required. This has also helped
Ted Baker to reduce its environmental impact by cutting its physical footprint.

Tim McAuliffe of Ted Baker said, "Our Uniworld Account Manager is always
available for telecoms advice or for any billing enquiries. I therefore have
complete confidence that my queries are dealt with efficiently and with
minimum disruption to our retail sites. Our inbound call handling plan has
enabled us to improve our marketing and customer service operations with a
positive impact on our sales and ordering processes".