The VIP brand was one of the first e-cigarette divisions to be established in the UK. VIP has now become one of the largest independent e-cigarette brands in Europe operating via multiple channels consisting of 120-plus dedicated outlets including retail distribution networks and e-commerce.


Following their success in the ever-growing world of e-cigarette technology, VIP were planning to move to larger, newer premises. During the process, they wanted to upgrade all of their telephony services in order to provide a better customer experience through new call centre technology.

Business Requirements

• A scalable communications solution

• The capability to grow

• Improved customer experiences


Through working closely with VIP on this project, the team here at Arden came to be aware of the number of remote teleworkers and agent numbers that would need to be considered within the proposal. Due to this, a scalable system would be required, to keep up with continuous business growth.

Additionally, a solution which helped to improve internet connectivity was thought to highly benefit the growing business. This is because VIP are a large user of data centre applications.

Finally, providing access to management information was a consideration that had to be made within this project.



• Improved service and efficiency

• More streamlined experience for customers

• Increased flexibility and overall satisfaction for employees

Arden used Mitel systems to install a consolidated telephony platform, improving the service and efficiency of VIP’s telecoms infrastructure. Additionally, the required scalability was provided through the deployment of such technology.

Agents could view all other agents and queues in real-time, streamlining answering time and improving customer experience. Voice and call recording software enabled better connectivity for remote teleworkers. On top of all this, hot desking enabled employees to log onto any designated phone, inside or outside the office, increasing their flexibility and enabling VIP to be an ‘always-on’ business.