Nearly a third (29%) of UK businesses are unaware
ofOfcom's deadline for the axing of
revenues generated from 0870 contact numbers.
BT commissioned independent research covering 100 firms that
use 0870 contact numbers, and found that a large number were
unprepared for the changes.
Of those that were aware of the 31 January 2008 deadline, 32%
admitted to having no plans in place or to deferring the decision
until nearer the deadline.
Paul Brewer, head of customer relationship management at BT
Global Services, said, "Ignoring the deadline is a dangerous
strategy. Revenues from existing 0870 numbers are going to vanish
and organisations need to rethink their
customer relationship management strategies in light of this.
That does not happen overnight."
Brewer said, "When firms change their numbers, marketing
literature needs to be reprinted, advertising changed and websites
updated. Travel companies will be printing their 2008 holiday
brochures now, for example. These things need to be tackled in
advance if organisations want to change numbers before the new
rules come into force."
Ofcom is making the changes to introduce more price transparency
for customers who contact call centres.
The BT research found that a quarter of firms would keep their
existing 0870 numbers and absorb the revenue loss.
More information from BT
>>
Information on
Ofcom changes >>
The number is up for 0870 >>
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