SOURCE: Toshiba America Information Systems Inc., Telecommunication Systems Division

Toshiba America Information Systems Inc., Telecommunication Systems Division

April 13, 2011 11:00 ET

Barnes Motor & Parts Co. Improves Customer Experience With Toshiba's Strata CIX Phone Systems

IRVINE, CA--(Marketwire - Apr 13, 2011) - Toshiba America Information Systems Inc., Telecommunication Systems Division (Toshiba -- has helped Barnes Motor & Parts Co. improve customer service at its stores and call center with its Strata® CIX™ IP business phone systems. Founded in 1921, Barnes Motor & Parts Co. Inc. owns a retail chain of 16 NAPA Auto Parts automotive parts stores throughout Eastern North Carolina.

Pat Stallings, IT manager for Barnes Motor & Parts Co., specified a business telephone system that would:

  • Effectively handle the 7,000 monthly incoming calls;
  • Improve customer service in stores and at the call center;
  • Improve call center efficiency, including improved call routing capabilities;
  • Deliver cost savings wherever possible, including reducing long distance between the 16 locations; and
  • Provide 24/7 reliability.

Stallings turned to One Call Communications of Wilson, N.C., an Authorized Toshiba Dealer. One Call has been an Authorized Toshiba Dealer for more than seven years.

Bill Reed, vice president and general manager of One Call, recommended Toshiba's Strata CIX IP business telephone system for the Barnes headquarters offices and its 15 stores.

Installed by One Call Communications, Barnes Motor & Parts Co. has a Toshiba business telephone system that consists of:

All 16 Strata CIX systems are networked together over IP using Toshiba's Strata Net.

Result #1: 16 Locations Seamlessly Networked

Using Toshiba's Strata Net, One Call Communications networked the Barnes headquarters' Strata CIX670 with the Strata CIX40 business telephone systems at all 15 stores. Using Strata Net over IP helps save on networking costs and improves network reliability.

Store employees use four-digit dialing for intra-store calls, eliminating long distance costs. Store employees can also transfer calls to other stores or the warehouse quickly and easily, helping facilitate stock checks.

Centralized voice mail provides both the headquarters and all 15 stores with voice mail for improved communication. As well, conference calling allows for telephone meetings to be held quickly and easily, reducing travel time and costs.

Result #2: Improved Call Center Efficiencies

Barnes has three call center groups: Retail Parts (for consumers), Commercial Parts and Paint. Using Interactive Voice Response (IVR), consumer customers can direct themselves to the right call center representative or a store.

For Commercial Parts and Paint, each customer has his or her own call center representative. Customers can dial their contacts directly, or they can go through the main number via the Auto Attendant. Having direct dial numbers makes it faster for the customer to reach his or her representative, who is familiar with the customer's order history, needs, and any urgent projects.

Using Toshiba's Strata ACD, the Barnes call center has improved its call routing, internal efficiency and customer service. By adding Auto Attendant, Barnes was also able to reassign its receptionist to another valued job.

More than 7,000 calls go through the Barnes telephone system every month, and the Toshiba system helps them efficiently take care of every customer.

"Our business is dependent on our telephones. Our customers call in for pricing and availability of parts, paint and more, so having the highly reliable Toshiba system at all our stores helps us improve our overall efficiency," said Stallings.

Result #3: Improved Internal and External Communication

By giving commercial customers direct dial numbers to their assigned call center representatives, Barnes has improved the overall customer service experience. By adding Auto Attendant, consumer customers can now quickly and easily be routed to the right call center agent.

No call goes unanswered, since calls are automatically rolled over to the nearest store if employees are busy. Customers can now also call the stores at their convenience after hours and leave voice messages to be returned the next business day. No matter when they call, customers can always get through.

Internal communication has also improved with the addition of four-digit dialing between the locations.

Bottom Line: Reduced Costs and Fast Return on Investment

The new Strata CIX telephone systems have helped Barnes meet its communications objectives, while reducing costs.

Barnes' savings includes:

  • Eliminated long distance costs for calls between the stores by networking all 16 locations over IP;
  • Reduced costs by using PRI rather than copper trunks; and
  • Reduced salary costs by using Auto Attendant and reassigning the receptionist to another valued position.

Overall, these cost savings will help pay for the 16 Strata CIX systems with a fast return on investment.

"Thanks to Toshiba and One Call, we were able to significantly reduce our long distance costs, improve our internal and external communication, and give our customers the best possible customer service experience," Stalling said.

For an Authorized Toshiba Dealer, visit:

About Barnes Motor & Parts Co. Inc.

Barnes Motor & Parts Co. Inc. is a retail chain of 16 automotive parts stores throughout Eastern North Carolina. Founded in 1921, Barnes Motor & Parts Co. stores offer strong outside sales, good communication, friendly service and competitive prices to its customers. Affiliated with Genuine Parts Co. Inc. (NAPA Auto Parts) since 1999, the original family is committed to maintaining the same integrity and sense of community to its customers as it has for nearly a hundred years. Barnes is based in Wilson, North Carolina.


About Toshiba America Information Systems Inc. (TAIS)
Headquartered in Irvine, Calif., TAIS is comprised of four business units: Digital Products Division, Imaging Systems Division, Storage Device Division, and Telecommunication Systems Division. Together, these divisions provide mobile products and solutions, including industry-leading portable computers; televisions, TV/DVD Combination products, Blu-ray Disc and DVD products, and portable devices; imaging products for the security, medical and manufacturing markets; storage products for automotive, computer and consumer electronics applications; and IP business telephone systems with unified communications, collaboration and mobility applications. TAIS provides sales, marketing and services for its wide range of products in the United States and Latin America.

TAIS is an independent operating company owned by Toshiba America, Inc., a subsidiary of Toshiba Corporation. Toshiba is a world leader and innovator in pioneering high technology, a diversified manufacturer and marketer of advanced electronic and electrical products spanning information & communications systems; digital consumer products; electronic devices and components; power systems, including nuclear energy; industrial and social infrastructure systems; and home appliances. Toshiba was founded in 1875, and today operates a global network of more than 740 companies, with 204,000 employees worldwide and annual sales surpassing 6.3 trillion yen (US$68 billion). For more information on Toshiba's leading innovations, visit the company's Web site at

© 2011 Toshiba America Information Systems Inc. All rights reserved. All product, service and company names are trademarks, registered trademarks or service marks of their respective owners. Information including, without limitation, product prices, specifications, availability, content of services, and contact information is subject to change without notice.

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