0870 to 0871 migration case study
Our customer are an IT products supplier. Each month they send out a new catalogue of their latest systems, offers and components. At the bottom of every other page they list their 0870 number and website address. They also use different numbers for advertising campaigns, by doing so, they can easily track the campaign results from the statistics reports we send each month.
The Customer handle approximately 100,000 inbound minutes each month, the revenue share they receive helps contribute towards running their phone system and customer service staff.
After the announcement from Ofcom about the 0870 revenue share being abolished, we arranged to meet with them.
We offered three options; 0844 where the caller pays 5p at all times, 0871 where the customer pays 10p at all times, or 0845 where the customer pays 4p peak then 1p off-peak and weekends. This is compared to 0870 where the customer pays 8p peak, 4p off-peak and 1.5p weekends. (prices are including VAT, approximate and rounded up, prices quoted are BT standard rates available from http://www.serviceview.bt.com/list/public/zdocs/index.htm)
Our customer chose the plan to migrate their 0870 numbers to 0871 numbers. Their 0870 numbers were replaced with similar grade 0871 numbers free of charge, we also increased their out payments to 5 pence per minute at all times (before VAT).
They now use their 0871 numbers on all literature and advertising campaigns. By running the 0870 & 0871 numbers simultaneously no traffic is lost, the 0870 traffic is slowly falling as people become used to using the new numbers.
Our customer has now extended their weekend opening times, the increase in weekend revenue share helps offset the running costs
See also:
|
