It would seem some well established businesses may be getting left behind simply because of the type of phone number they use. This may be a forgivable fault for a start-up or business in its nascence as they have not yet learned everything they need to know about how to build up a customer base, but the larger, international firms should never be making these mistakes.
It is bad enough these companies choose to use premium numbers for their customers to pay their bills but for a customer service line or even to join up with a brand, big companies cannot be forgiven for making these lines premium rate.
Free phone numbers bring extra custom; build an effective customer base, build up company consumer trust and increases brand awareness. It seems beyond the case of foolishness for big companies not to be embracing free telephone numbers.
In the UK for example, 0844 numbers are just as easy to install and run as the premium numbers and are readily available from resellers. So why do big companies still cling to their old ways? They must assess the pros and cons of the situation form a very warped view point. Those in charge of public relations at big corporations must not be able to see past the initial revenue gained through the phone callers who pay premium rates. This is a classic case of not being able to see the wood for the trees.
In actual fact, these companies will lose customers in the long run and ultimately the revenue they are attempting to so firmly grasp. The loss of custom though, will not only stem from the substandard customer service they are offering from premium rate phone numbers. What these people are failing to understand, is that if there is a free way to get in touch with a company, the customer will find it. Modern technology and the rise of social media have removed the wall between companies and consumers. There are now many free platforms for your (unhappy) customers to voice their opinions about your company and the reputation of a brand can be tarnished very easily. It would be a much better idea for the big companies to have a quiet, free phone call with their customers and deal with an issue before it goes viral and is splashed over social media.
