Marketing By Numbers

With the rise in popularity of the 0844 range of marketing numbers, I thought it time to give some explanation of what they are and how they work.

To all intents and purposes, they are much the same in operation as 0845 numbers but may cost slightly more to call than an 0845. As indicated in my previous post, they are being used often to replace 0870 numbers which are much costlier to call.

0844 numbers are non-geographic, in other words they are not confined to a fixed location like most 01 and 02 numbers. This makes them very suitable for businesses that wish to take calls on different numbers at different locations, or to switch calls to different numbers to provide for busier periods. It also means that businesses locating to a new area do not need to change their telephone number thus minimising costs of reprinting, repainting vehice signage etc. It also eliminates problems with customer contact as the customer continues to call the same telephone number.

Some, providers of 0844 services also include a Virtual Office or Call Management System with their numbers which enables enhanced customer service provision. Take a look at the Marketing By Numbers Call Manager for an example of the facilities available.

So, is there really much difference between 0844 and 0845?

Both are able to give the caller an improved customer service by reducing the chance of getting an engaged tone and by routing the call to the right person as quickly as possible. This does depend on effective management of the number by the business using it. It does, however, cost money to provide enhanced customer services in this way.

The only real difference is in the pricing of the service. Callers will usually pay a little more for calls to an 0844 than for an 0845, organisations using the numbers should find the cost of operating the 0844 a little lower than the 0845.

You can find specific details of the Marketing By Numbers services here:

0844 Numbers

0845 Numbers

Call Manager

Reviewing the situation since my post on the future of 0870 numbers in March, I find the following:

There has still been no progress on the new pricing model for 0870 numbers when they change in February 2008.

Provision and take up of the new 03 range has been almost non-existant with very few operators even offering the option. Price uncertainty still prevails here.

There has, however, been a noticeable increase in the take up of 0844 numbers across all market sectors, both public and private. As always, the market will find its own preferred solution to any problem and voting seems to be going the way of 0844s.

Businesses and other organisations currently using 0870 numbers need to be aware of changes to pricing of these numbers due to come in to effect on 1st February 2008.

From this date revenue share (outpayments) will cease and at the same time the cost of calling 0870 numbers will be brought into line with the cost of calling normal 01 and 02 numbers.

The result of this for the owners of 0870 numbers will be as follows:

High volume users currently receiving outpayments from their 0870 service provider, will cease to receive such payments and instead be likely to face a per minute charge to continue to receive calls to their numbers.

Low volume users who currently enjoy the benefit of free or very low flat rate costs to use these numbers will from February 2008 face per minute call charges or monthly rentals of even both.

Full information on such charges may not be available until as late as 31 December 2007. This leaves very little time for owners of 0870 numbers to make a sensible decision as to the best way forward. Read the rest of this entry »

There has been a lot of controversy and mis-information in the press in recent months about 0870 numbers. Much of this has focussed on the cost of calling these numbers. The perception seems to be that they are expensive to call and have been compared to premium rate numbers and even referred to as “Rip Off” numbers.

The truth is that they were originally set up as a National Rate number. They would cost the same to call as a standard BT national rate number but would have all the customer service benefits of the local rate 0845 numbers. The cost today of calling an 0870 number from a BT line is around 7.6p per minute (including vat).

However, there is now a problem in 3 specific areas with regard to call pricing: Read the rest of this entry »

0845 numbers differ from freephone in that the caller pays for the call. Calls are charged by BT at standard local rate though charges may differ if calls are made from a mobile phone or using an alternative service provider.

The benefit to the caller has traditionally been that a local rather than a national rate charge is made regardless of the location of the caller within UK.

There is a further benefit to the caller which is not widely known. Most 0845 numbers are linked to a call management system which can handle multiple simultaneous calls. This means that there is a much greater chance of your call being answered at busy times rather than just getting a busy tone. Read the rest of this entry »

Many UK business owners are unaware that the UK Telecoms industry provides a huge range of tools to help them to market their goods and services. This series is designed to educate businesses and consumers to the benefits of Marketing By Numbers.

Let’s start with the basics. Most people know about Freephone numbers (known as toll free in other parts of the world). Customers know that a call to a freephone number is free of charge, hence the name! Because of that, they are more likely to call an advertiser with a freephone number, if they have the opportunity. Similarly, many businesses know how well customers respond to freephone numbers, so they use these numbers to attract more business. Simple really! Read the rest of this entry »

Marketing Numbers in UK consist of the telephone number range beginning with 08…

The primary ones are:

0800 Freephone

0845 Local Rate

0870 National Rate

In addition you will sometimes come across:

0844 - primarily used by ISPs (internet service providers) or to route calls abroad

0871 - often used as a charging method for recorded information.  More expensive than 0870 but cheaper than premium rate numbers (09….)

I shall deal with each in turn in separate articles