Gloucester Rugby Club has deployed an IP-based telephony network to improve internal and external communications and deal with increasing call levels.

The system was introduced as part of a communications upgrade to help transform the club into a seven-days-a-week business and to meet the evolving needs of the emerging commercial activities of the organisation.

Avaya and business partner Lister Communications have deployed Avaya IP Office at the club's main Kingsholm ground which is linked by a high-speed WAN (wide area network) to support IP telephony at the training ground in Hartpury where Avaya IP Office - Small Office Edition is installed.

The systems allow better links between on-field coaches and head office and provide all staff with the tools to maintain a consistent and high quality service when handling match day calls and enquiries.

The club uses Avaya IP DECT (digital enhanced cordless telephone) phones and Avaya’s IP Softphones, which make it easy for staff to place and receive calls from their laptops.

Perry Perrott, IT consultant at Gloucester Rugby Club, said: ‘Rugby is an international industry, and clubs face the same pressures as any business. Having a fully supported, integrated telecommunications system, such as the solution delivered by Avaya was imperative to meeting the needs of our staff, fans and sponsors.’

‘It was fundamental for us to be able to address the increased levels of calls both internally and externally,' he said.

He says the new system has enabled Gloucester to improve communications between staff at all levels, whether in the playing department or answering calls about match day tickets and media enquires.