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This HR Support Company Is Improving Workflows, Delivering Better Service, and Uncovering New Selling Opportunities with RingCentral

Summary
Needed a phone solution that would work easily on day one, scale easily later.
Cloud-based RingCentral enabled easy office expansion and frictionless growth.
Continuing to benefit from RingCentral’s ease of use and cost-effectiveness.
Summary
“Configuring phone trees and call queues used to be a nightmare with our previous phone systems. With RingCentral, tasks like these are so easy that I actually enjoy doing them.”
Alicia Jaromin
Senior Helpdesk Network Engineer
Company profile
Company profile:
Peninsula provides human resources and employment relations expertise and other valuable employer services to small and mid-sized businesses across the country. Thousands of businesses count on the experts at Peninsula for employee management consulting, HR advice, and help complying with Canada’s complex health and safety laws. 
Year founded:
2017 (Canada)
EMPLOYEES:
300
Headquarters:
Toronto, Ontario, Canada
Website:

The cost of hiring a full-time human resources staff is cost-prohibitive for many small and mid-sized businesses. But these companies nonetheless need HR expertise to help them develop the right policies and procedures, to provide prompt and accurate answers to tricky employee-related issues, and to keep their business on the right side of health and safety laws. Thousands of businesses like these have turned to Peninsula, which offers highly affordable outsourced HR advice and other important employer services. 

The company’s success has led to rapid growth in recent years. Peninsula has expanded from its Toronto, Ontario, headquarters to new locations in British Columbia and Alberta, with more offices planned across the country. With this rapid growth came the need for a high-quality business phone and call center solution.

Data-driven company looks for a call center that can deliver business intelligence

“A big part of our value proposition to clients is that we offer 24-hour live phone access to certified HR professionals,” explains Omer Subedar, IT Manager for Peninsula. “As we grew and took on more clients across the country, we realized we needed to be more systematic and strategic about how we staffed our HR call center. We couldn’t afford to be understaffed during times of high call volume, and we didn’t want to overstaff during low-traffic periods.”

Subedar and his team investigated many call center solutions, including big-name providers. “Most offered roughly the same functionality,” he

explains. “But the data analytics and reporting capabilities with RingCentral Contact Center held a lot of potential for key business intelligence.”

The company had already begun using RingCentral Office® as the cloud phone solution for some of its back-office staff—in IT, finance, and marketing, for example. “We were impressed with what we’d already seen from the RingCentral product, so we decided to go with Contact Center as well.”

RingCentral Contact Center™ delivers actionable insights to improve operations

One of the biggest benefits Peninsula has found since it rolled out RingCentral Contact Center is the ability to use all sorts of data to identify trends, spot opportunities, and optimize workflows for both its sales and service staff.

“When we began tracking all of our client calls with Contact Center, we found something interesting,” Subedar recalls. “We assumed the HR experts in our support center would experience high call volumes during normal business hours, but then fall off sharply after hours. Turns out that was wrong. Calls from our clients do slow down after 5:00 p.m., but then they begin picking up again about 8:00 p.m. We’ve discovered that a lot of employers wrap up for the evening and go home at close of business, but then later in the evening, when they have time, they call us with questions about how to resolve a difficult employee issue in the morning.”

“Thanks to insights like these, we’ve been able to more effectively schedule our HR experts’ schedules to cover the phones 24/7. And we wouldn’t have uncovered these patterns without RingCentral Contact Center.”

In fact, Peninsula is also discovering actionable insights on the sales side as well. “All of our salespeople are using Contact Center,” says Stephanie Jones, Marketing Manager for Peninsula. “What’s great about this is that it allows us to track all of a salesperson’s communications with prospects and customers, which we can then analyze to uncover trends and patterns—to learn what’s working and what isn’t.”

“The data we learned from Contact Center quickly proved so effective that we decided to give every client- and prospect-facing employee a Contact Center license,” Jones adds. “Everyone in sales, support, and even some of our marketing team uses RingCentral Contact Center—well over 150 people across the company.”

Peninsula is also optimizing workflows with RingCentral integrations

“Another great benefit we’ve found with RingCentral has been the ability to integrate it with our other productivity apps,” explains Subedar. “We’ve integrated RingCentral into our Salesforce Lightning environment, which lets our salespeople work from one pane of glass. When a rep is reviewing an account in Salesforce and wants to call that prospect or customer, they no longer have to copy and paste the phone number or dial it manually. Now they can just click to dial right from Salesforce.”

“I’ve also been able to use Contact Center to pre-set local dialing codes within Salesforce for all regions across Canada. So, if a salesperson

wants to call a prospect in Ontario East, when the rep clicks to dial, that prospect will see a local Ontario East number calling.”

“This Salesforce integration is also working from a business intelligence standpoint,” explains Jones. “We can monitor the call history of each customer to look for drop-offs in call frequency over time. This gives our reps a chance to proactively contact those clients and remind them about our services. In many cases, the client admits they had forgotten they were members of our HR advice service, and this gives us an opportunity to reacquaint them with our solutions and even sell them additional services.”

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