The Forrester Corporation

From February 2008, 0870 numbers will fall under the premium rate legislation and every caller to your organisation will be greeted with an automatic announcement advising them of the premium rate. You will not get any revenue share, just a bill for receiving the call. Your client or potential client will also question what sort of organisation charges a premium to receive a call?

So, what is the point of this scenario?

Organisations are constantly under threat from environments that they have little or no control over. In this scenario, the public environment is about to enforce legislation to curb the growth in shared revenue through 0870 numbers.
These types of environmental pressures are categorised as ‘far’ because they lie outside the direct control of your business. Typical definitions include: -

• Sociological factors e.g. a move towards ‘green’ modes of transport
• Technological factors e.g. the advent of the CD
• Economic factors e.g. higher interest rates due to inflation
• Political factors e.g. a change in political party Government

In the scenario we started this story with, the effects of legislation may not have been known if the organisation had little to do with telecoms, a bearing manufacturing company for example. However, no sooner had they implemented and promoted the number, they would have to consider what to do.

Be Aware!
Our aim at The Forrester Corporation is to help clients’ see their environmental system. We cannot stop many of these types of threats, but we can be aware of them and the potential risk to which the business is exposed.
Strategic Marketing is about understanding the environment your market resides within. If you are aware of the risks and something happens, you can respond and communicate your response effectively. From your customers’ perspective, this demonstrates not just market judgement, but excellent contingency planning. There is always the possibility that in planning the risk for your company, you will also assist your clients. And a client helped in a time of trouble, can be a very loyal client!

Contact us for more details of auditing your far environment and in working with you to asses the levels of risk.

Click here for more information on the 0870 changes