Highly available telephony and Salesforce integration drive international sales and service effectiveness

Business Overview

Founded in 2010, FXecosystem has unrivalled FX market experience, knowledge and expertise in high speed, low latency connectivity. Their financial services clients outsource all or part of their connectivity and infrastructure needs and challenges, allowing them to focus more efficiently on the key components of their business – trading, competitive strategy and sales.

Business Requirements

When it comes to communications the expectation of FXecosystem’s customers is largely reflected in the nature of the services that they offer. James Banister, CEO; “We provide critical systems where speed, availability and Quality of Service defines our value to their business. These characteristics are carried over to their expectations in our interactions as businesses including over the phone.”

For FXecosystem this means that their business telephony had to deliver on a number of key requirements. High phone system availability and call reliability is critical with customers expecting service and sales staff to be easy to contact. Also, telephony downtime would reflect badly on an organisation where ultra-reliable networking and connectivity is their core competence. High availability is a concept also extended to their highly mobile customer-facing sales, service and finance staff who could be located in the office, at home or offsite at any time – customers had to be able to reach them wherever they were.

To drive the customer experience FXecosystem had selected Salesforce for their sales and service CRM. Their telephony had to integrate closely to capture all call data and also to record calls which would be accessible within Salesforce.

Their existing VoIP telephony system was deficient in many aspects through its frequent outages, poor call quality and inability to record calls or to integrate with Salesforce.

Why Natterbox

After a market evaluation FXecosystem chose Natterbox to provide their Cloud PBX telephony system, integration with Salesforce and call recording.

When a customer calls in on a recognised number they are routed to their contact and all the phones associated with them ring simultaneously ensuring that the call is not missed. All the historical information held in Salesforce about the customer is automatically displayed ensuring the conversation is based on comprehensive, current data. The call details including date, time, duration is captured and Salesforce automatically updated. Calls are recorded with access to the recording available through Salesforce. Outbound calls are made using the Salesforce integrated dialling for speed, accuracy and call capture into Salesforce.

Banister; “Natterbox showed us very quickly how they could deliver on all our criteria. What surprised us was that there is a huge difference between VoIP suppliers in terms of core service delivery technology as well as Salesforce integration and ease of management. Natterbox was head and shoulders above the others we considered.”

Business Value

FXecosystem’s reputation for customer service and responsiveness is a significant competitive differentiator and has been further enhanced by Natterbox. Banister, “The customer experience is brilliant – customers can always reach their FXecosystem contact, call quality is excellent and their contact has all the information about the account instantly to hand. To the customers it shows we are a highly-customer centric, service quality driven organisation. This is undoubtedly enhancing our reputation in the competitive market that we operate in.”

The call recording facility has helped extend their reputation internationally. Banister; “We deal with global customers and many non-native English speakers. Being able to quickly access a call recording from within Salesforce ensures we understand customer needs with great accuracy and has eliminated an area for potentially costly mistakes.”

Within a few months of the Natterbox deployment, business growth drove the need for a relocation. Banister; “We did not need to be worried about any disruption to the Natterbox service, when we moved to the new office we simply plugged the phones in and they worked – it was that simple. The smooth relocation experience also demonstrated how we can rely on Natterbox’s service provision for the telephony aspect of our business continuity plan.” In addition, FXecosystem has adopted Natterbox’s international call plan. The all-inclusive flat rate for international calls has saved call costs, and made telecoms budgeting totally predictable.

The Future

As FXecosystem continues to expand they are confident that their telephony system will be a growth driver. Banister; “We know that Natterbox’s global Cloud PBX network scales and has the flexibility to cater for any future requirements that we can envisage.” They will be turning their attention to tuning the intelligent call routing and the wealth of management information available from the Natterbox system. Banister; “We know there are more sales and service best practices and business insights just waiting to be discovered.”

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