Oftel and ICSTIS have today published the results of their first joint research into the new 118 directory enquiry services. The research included one of the largest mystery shopping surveys of directory enquiry services yet undertaken.
Key findings of the survey are:
Nine out of ten consumers are aware of the changes to directory enquiry services and around four in ten claim to have used one of the new numbers;
95% of calls were answered at the first attempt; in accordance with data protection legislation, no services provided ex-directory information;
The cheapest call from a BT line for a residential directory enquiry request was 23 pence, and for a business directory enquiry request 21 pence;
62 per cent of all requests resulted in the correct information being provided; and when complaints were made about inaccurate information being provided, eight out of ten complainants were offered a refund.
Peter Waller, Deputy Director General of Telecommunications, said today:
"For the first time, consumers have a choice of service providers for directory enquiry information. There are different services competing on cost, reliability and range of facilities.
"To get the best from the new directory enquiry services, consumers need to have access to good quality information about charges and quality of service. Oftel and ICSTIS' mystery shopping survey provides valuable information to consumers on the cost and performance of individual service providers.
"Most consumers are aware of the changes to directory enquiry services, with half of these people interested in using additional services such as call connection and text-back of telephone numbers."
Paul Whiteing, ICSTIS’ Deputy Director added
"ICSTIS’ role is to ensure that all advertisements for these services contain clear and accurate pricing information and that consumers get the service promised to them.
"At this stage, the overall level of performance of directory enquiry service providers is not as good as it could be especially in relation to levels of accuracy. Oftel and ICSTIS will discuss with the industry what can be done to improve overall performance.
"I hope that this research will act as a spur to individual companies to improve the accuracy of their services. Those that don’t risk losing their customers to other directory enquiry providers.
"We will not hesitate to intervene to ensure that service providers adhere in full to the ICSTIS Code of Practice."
Notes to Editors
1. The research was a joint venture between Oftel and ICSTIS (Independent Committee for the Supervision of Standards of Telephone Information Services www.icstis.org.uk). Press contact details: Oftel 020-7634 8991. ICSTIS: 020-7940 7408
2. The research was conducted in two phases in October 2003. The consumer survey was carried out by NOP amongst 1,059 adults, and the mystery shopping was carried out by MORI on 30 national and 10 international directory enquiry numbers with a total of 2,039 requests made.
3. Copies of the research are available on Oftel’s website at http://www.oftel.gov.uk/publications/consumer/2003/dqresearch1103.pdf
