Logicalis

Logicalis Deliver IP Telephony Excellence and Innovative Infrastructure at Screwfix

The Client

Screwfix Direct are one of the UK's largest direct and online suppliers of trade tools and hardware products. Logicalis were engaged to design, install and maintain a new core network and IP Telephony solution with 350 ports, at a new Headquarters site adjacent to their existing Head Office. The solution was built with an Extreme Networks backbone and Cisco IP Telephony (IPT). It makes use of an innovative Extreme Networks switching protocol – Ethernet Automatic Protection Switching (EAPS), which enables sub-second recovery on failure of network nodes. This installation was the first such project of its type in the UK and only the second in Europe.

The Problem

Screwfix's success and customer satisfaction levels are heavily dependent on its ability to handle customer phone queries and orders promptly. Having experienced substantial growth they acquired new premises adjacent to their current Headquarters to house an ever growing HQ operation. Their incumbent supplier had installed a traditional Avaya PBX at the current Headquarters.

In the first instance Screwfix explored the option of replicating this solution at the new site – however it was simply too costly to implement. Furthermore, deeper investigation identified a single point of failure in the existing network which resulted in poor resilience. The current infrastructure was also not IP ready.

This new building gave Screwfix the opportunity to completely overhaul their network infrastructure and migrate to an IP platform. The team had recognised the ease with which calling features could be added within an IP environment, but without an improved network infrastructure they were unable to take advantage of such technology.

Screwfix required a solution that would add improved resilience and the provision of PoE (Power over Ethernet) in readiness for the implementation of IP-based telephony services. Moreover they required an aggressive rollout programme that would have zero impact on day to day business operations.

The Solution

Logicalis proposed a core network and IPT solution which could be rolled out within 8 weeks, in time for the launch of the new site, and within budget.

This solution would result in the installation of the UK's first Extreme core network backbone, combined with Cisco IPT. It utilises an Extreme designed network protocol – EAPS combined with a ring network topology. The network topology is composed of six EAPS domains, each protecting different areas of the network. The EAPS implementation was essential for the protection of the data applications, but also to support the requirements of voice traffic. In addition, the new equipment also supplies the required Power over Ethernet.

The main benefit of the proposed solution was its sub-second ‘failure on recovery' connections. This enables Screwfix to have seamless telephone conversations with their customers, even in the event of dropped call packets.

The Extreme core network provides a resilient backbone which connects to all their existing servers. It is also possible to scale up to 64 EAPS instances per switch, therefore the solution can grow in line with the company's expansion, without significant further investment.

The solutions and implementation planning were completed collaboratively with the customer. The team at Logicalis met with the Screwfix IT team on a regular basis. These ‘design workshops' were crucial to deliver a solution within tight deadlines, and to support an internal IT team that had no previous experience of IP Telephony project implementation.

The project plan called for Logicalis to install the LAN infrastructure one floor at a time. However building work was delayed and the communications room was not available to Logicalis when it should have been. This put the planned project timetable back one week, however, not wanting to let the client down, Logicalis pulled out all the stops to meet the agreed deadlines.

The Cisco IPT functionality was also used in advance of the full scale rollout to meet Screwfix's request for zero impact on their business. For example, the extension mobility feature was utilised both to move staff around the site to accommodate the building works, and also to enable them to continue their daily tasks without disruption.

The Outcome

The initial project has been a huge success – the new Headquarters premises opened on time and within budget.

As a growing business Screwfix needed a telephony infrastructure that would support their future requirements. Their existing system was over 10 years old and was not scalable. As a customer service focused business, Screwfix's existing telephony infrastructure posed a significant business risk in terms of reliability, robustness and its ability to grow with the business. This project was therefore of significant strategic importance to them.

Screwfix now have a reliable and robust network infrastructure upon which to build further enhancements to the Cisco IPT solution. For example, they are currently planning the upgrade of their contact centre LAN environment, and the deployment and rollout of a Cisco IP Contact Centre (IPCC) to circa 370 agents, bringing this in to line with the Head Office. Once completed Screwfix are then expecting to focus on the development and upgrade of their satellite offices throughout the UK, which can now be achieved at a much reduced cost.

Rollout of a new telephony system can involve a significant amount of change for staff, and they can be difficult to implement as employees cope with new technology and new working practices at the same time. In this case, the vast majority of Screwfix's 350 users have been very positive in their feedback of the newly installed IPT system.

The Future

The Logicalis solution has inspired the deployment of technical excellence within Screwfix and in particular the benefits of IP Telephony. The client is now looking to build a meeting room booking facility into the system. In addition, they also expect to develop the system further using XML scripting to capture information such as the number of calls taken, orders placed, promotions, and targets.