Diversity Wireless Partners
Diversity Wireless—a Top AT&T Authorized Dealer—Found Innovative Ways to Improve Service and Boost Sales with RingCentral MVP
Los Angeles, CA
Los Angeles, CA
During COVID, even with our stores forced to limit customer capacity, we still had strong sales numbers—20% higher than the average wireless dealer. I credit a lot of that to our use of RingCentral to operate more efficiently.
higher-than-average dealer sales volume during COVID, thanks in large part to RingCentral
missed customer calls in a typical day since deploying RingCentral MVP to all retail stores
Serving historically underserved communities for decades
Diversity Wireless Partners represents the continuation of a decades-long tradition of providing communications solutions to consumers in underserved areas of the US.
The company’s founder and owner, Victor Chapron, has been building and running wireless-communications retailers since the 1980s, when he launched the first retail operation selling paging services in Chicago. When Victor grew that business to 100,000 subscribers, Pacific Bell Wireless (which later became AT&T Wireless) approached him to join their diversity program and open retail locations in Southern California.
For decades, Victor operated highly successful stores in underserved neighborhoods across Los Angeles—including Huntington Park, East LA, Compton, and Watts. And after the serial entrepreneur stepped down to launch new businesses, including a company providing electronic menu displays for restaurants, AT&T again approached Victor to help regrow the company’s Los Angeles retail presence.
But for the newest iteration of his wireless retail company, Victor wanted the best business communications platform on the market. Experience taught him, for example, that he would need visibility into how many calls the company was receiving from specific marketing campaigns. And to create an outstanding customer experience, the company would need to help callers receive answers they wanted as quickly as possible.
When Victor researched enterprise-caliber communications solutions, he found RingCentral MVP (Message, Video, Phone) to be the best business communications suite available.
Enabling one operational improvement after another
One of the first benefits Victor found after deploying the cloud-based RingCentral MVP across his company was the platform’s detailed call data and analytics capabilities. In fact, Victor credits the call reports with helping Diversity Wireless Partners run more successful advertising and promotional campaigns.
“Say we run a new campaign, distributing thousands of door hangers with a customized phone number on them,” Victor says. “I can go into RingCentral’s reports and see detailed call data for that number. If calls are up, the campaign works, and we can continue and even expand it. If the volume isn’t moving, I won’t do a similar campaign until we find the issue. This is visibility we never had before, and it’s helping us make the most of our marketing budget.”
RingCentral’s call data and analytics are invaluable for our operations. For example, I can check the number of calls to a store against that store’s sales over the same timeframe. If the ratio seems off, I’ll investigate to find out if we have a training issue, not enough people covering inbound calls, or something else.
Victor has also used RingCentral’s flexible auto-attendant and call-routing functionality to significantly improve his stores’ call-pickup rates.
“We originally used RingCentral’s IVR to project a big-company image,” he explains. “We’d have all these options—press 1 for this department, 2 for that department. And that’s great, especially when our store reps are busy with customers, and we need some automated help handling calls. But when the floor isn’t busy, I’d rather quickly connect a caller with a person. With RingCentral, I can instantly switch the auto-attendant to a different message: press 1 to reach a rep now.”
As Victor also notes, combining this with RingCentral’s advanced call-routing options ensures callers reach a person in the store every time. “Our store reps all have the RingCentral app on their mobile phones, and when a call comes into the store’s main number, it rings on everyone’s mobile app. That had such a positive impact on our call-connection rates—which, for a business like ours, means more revenue.”
Helping customers—and the company’s sales—during the lockdowns
Victor and his management team also found creative ways to leverage RingCentral through the pandemic, when the company’s sales and revenue could have been at greater risk than ever. Although Diversity Wireless Partners was allowed to keep its half-dozen retail locations open, state mandates limited their in-store customer capacity to 25%.
“At first, we had people standing outside our stores waiting to come in,” Victor says. Recognizing that this would eventually undermine their sales, Victor’s store managers came up with a clever strategy, with RingCentral at its core.
“We started having customers call ahead and schedule in-store appointments,” he says, adding that each rep also had a tablet showing the day’s appointment schedule. “Now our reps could greet customers by name as they came in and give them their full attention while they were in the store.”
Sharing his RingCentral experience with other entrepreneurs
In addition to running Diversity Wireless and other companies, Victor also offers consulting services to entrepreneurs. And although his clients’ businesses cover a wide range of industries—technology services, restaurants, laundromats, dry-cleaners, etc.—there is one common thread to Victor’s advice for all of these entrepreneurs.
“I’ve told everyone I consult with about the benefits of using RingCentral in their companies,” he says. “From improving customer service, to gaining valuable business insights into what’s happening minute by minute in their stores, to just making sure employees aren’t missing customer calls—there are so many reasons that business owners in any industry should be using RingCentral.”
From improving customer service, to gaining valuable business insights into what’s happening minute by minute in their stores, to just making sure employees aren’t missing customer calls—there are so many reasons that business owners in any industry should be using RingCentral.