118 800 Directory Enquiries UK Service Connects to Success and Puts the Big Boys on Hold

Large telcos lag behind service run by two entrepreneurs, shows ICSTIS/OFCOM survey
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March 18, 2005 - Press Dispensary - According to a survey by telecoms regulators ICSTIS and OFCOM, released today, a directory enquiry service run by two South African entrepreneurs is rivalling the industry ‘big boys’. The survey reveals that 118 800 from Directory Enquiries UK Ltd is the UK’s number four directory enquiry service, while its call centre staff come top for knowing about the availability of the ‘onward call connect’ facility.

In a highly competitive marketplace, 118 800 is ranked as the fourth most frequently used directory enquiry service by customers calling from a land line phone, after The Number (118 118), BT and Orange. In November 2004, 118 800 accounted for 3% of market share, compared to One Tel’s 2% and 1% held by NTL, Telewest and Cable & Wireless each.

On average, one in 10 call centre staff at UK directory enquiry call centres are not aware that call connect - where the customer is put straight through to the number they are enquiring about - is available. A confidence-inspiring 98% of 118 800’s operators were found to be aware of the service, compared to 84% of BT’s 118 500 call centre staff and 80% at Welsh BT.

118 800 also performs well on the supply of correct numbers. According to the survey, it has 94% specific accuracy*, compared to 89% at NTL, 88% at Cable and Wireless, 86% at One Tel and 84% at Telewest. BT’s 118 500 and Orange’s 118 000 services lag behind on 83% each. With the specific accuracy of business requests, 118 800 achieved 94%, compared to BT’s 85%, Telewest’s 84% and Orange’s 82%.

Murray McPherson, director and co-founder of Directory Enquiries UK Ltd, comments: '118 800 provides an effective, no nonsense service and our consistent approach towards customer care and the accuracy of data and is clearly reaping rewards. It is a significant achievement that a directory enquiry operation run by two savvy business people can beat established telcos in attracting and retaining customers.'

The survey, Evaluation of Directory Enquiry Services, was based on mystery shopping and consumer research conducted by MORI on behalf of OFCOM (http://www.ofcom.org.uk) and ICSTIS (http://www.icstis.org.uk) in November 2004, which followed similar research in April 2004. The survey evaluated 30 UK directory enquiry services.

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* Defined as: 'a request results in the correct number and, in the case of business requests, the number reaches the requested department'.

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Notes for editors
Directory Enquiries UK Ltd launched its 118 800 service in August 2003, following the deregulation of the directory enquiry industry. It provides a national, residential and business directory enquiry service. Callers can receive multiple numbers and direct onward connections to the requested numbers, classified information, and numbers are sent by SMS to their mobile phones free of charge. Directory Enquiries UK Ltd’s call centres are based in Dumfries, Scotland and the head office is in Covent Garden, London. 12

For further information please contact:
Murray McPherson, Director
Directory Enquiries UK
Tel: 0207 866 8104 / 0777 613
Email:
Site: www.118800.net