Nearly a third (29%) of UK businesses are unaware of Ofcom'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.
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