Why do businesses still use 0845?

So, as far as I can see,the only people who really benefit from these 0845 numbers are BT. Admittedly, for those customers who are still with BT on their unlimited weekends or unlimited evenings and weekends packages, if there is no option but to call during non-inclusive time (week-day/daytime) then there is a slight reduction in call charge - it really is quite a small reduction which is why BT uses its mealy-mouthed words in the marketing of the numbers to businesses. However, bearing in mind the high proportion of businesses employing 0845 that offer 7-day, 24 hour, or extended hours service, the alternative for those who are on these packages, if the businesses reverted to national STD numbers would be to make the calls during their inclusive period, and after all, when you make your buying decision as to which call package to choose, that surely is one of the main impacts of the decision that you take - that you will keep your calls until those periods. Whether or not that is true, it doesn't seem fair, to me, that customers who are on inclusive packages that would cover the cost of a call to a national std number shoul subsidise those who can make the small gain described by BT. The cynic in me says this is a red herring and that the main factor is BT's attempt to gain the extra revenue from what was originally meant to save costs to customers.









So why do businesses still use 0845 numbers?









Well, I don't know the true answer for certain but I can put forward a number of possibilities. I'd be interested to know whether anybody can either suggest other reasons, dismiss some of these possibilities, or even has some knowledge that would indicate which of these possibilities is likely to be correct. I feel it is important to understand the reasons so that we can develop action plans that are likely to succeed. Some of these ideas may well operate in combination - e.g. it could well be a combination of 1, 2 & 3. Equally, some of them are just slightly different ways of saying the same thing, but better to document them all, even if they can be grouped together:

1. It's the way they've always done it.





2. Ignorance of the issues





3. Ignorance of the alternatives





4. Too lazy to do anything about it





5. Unaware of how customers are affected (lack of empathy)





6. It's not important enough for them





7. Have never received any complaints from customers





8. (because) Customers are unware or have not recognised the issues





9. The company does not want their location identified by publishing their std code. *





10. They still think that it comes cheaper for customers





11. They think that an 0845 number will be easier to remember
    




12. They are deliberately trying to create the impression that they are being customer friendly, hoping that folk will believe that is still the function of 0845

*with regard to number 9, I know of at least one instance, namely Lloyds TSB, where they list, on their documents the customer service number as an 0845 number, but then list their national number in international (0044) format for callers calling form overseas. If you have knowledge of international numbering protocol this tells you the correct national code.