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Case Study: Broken Arrow Wear Increases Sales and Customer Satisfaction with Avaya IP Office

January 27, 2010 - Article

Broken Arrow Wear is an online custom screen printing and embroidery company headquartered in Des Moines, Iowa, and operates production from a second location in Polk City, Iowa. Established in 1989, and now printing an average of 2,500 shirts a day, Broken Arrow Wear is an Iowa targeted small business and is a leader in providing quality custom printed designs on garments.


As an online retailer, Broken Arrow Wear’s revenue is completely based on phone orders. However, the online retailer lacked a call routing system to allow customers to easily connect to specific representatives. This often times resulted in two things:

  • Employees were having to answer and constantly route calls to the appropriate contact, which detracted from the more strategic activities they were working on.
  • A number customer complaints about messages not making it to intended representatives or calls being unreturned.

Since Broken Arrow Wear offers creative design services as part of the customization process, oftentimes customers want to speak with the representative they were working with during their previous interaction with the company. So customers usually want to speak to their designated representative and not a new person each time they call. However, since Broken Arrow Wear lacked a call routing system, the tremendous amount of manual call routing employees were having to do with their original phone system was not only tedious and inefficient, but many times calls would get unreturned and even lost.

With strong competition in the online retail space – and a busy peak summer season just around the corner – Broken Arrow Wear needed a way to maximize staff availability to handle its increasing number of incoming calls despite its limited resources as a small business. They required a communications system that was not only simple to deploy, but also enabled employees to be more responsive to customers for an improved customer experience. A missed call or unreturned call could easily mean a lost sale, and that’s not something a small business can afford.


Broken Arrow Wear found its solution in Avaya IP Office, a business communications solution designed for small businesses looking to not only increase efficiencies through advanced call routing capabilities but also to better manage, respond to and track calls. Combining advanced, big business functionality with the ease of use and simplified management that small businesses require, IP Office helps small businesses use communications to differentiate them from their competition. The solution was able to solve Broken Arrow Wear’s call handling issues and provide a better customer service experience with just one integrated system.

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