Businesses may be ill-prepared for the approaching change to 0870 numbers, according to a survey from BT.

Of the 100 senior IT personnel questioned, 29 per cent were unaware of the Ofcom deadline of 1 January 2008, after which the rate for phoning 0870 numbers must not exceed the standard for UK landlines, unless the caller is informed otherwise.

The change is expected to limit revenue from paid-for customer service calls.

Among those familiar with the cut-off date, 32 per cent admitted to having made no plans for change. A further 45 per cent said they could switch over their contact numbers within the next three months – a claim that BT views as unrealistic.

Paul Brewer, head of customer relationship management for BT, says businesses may be leaving it too late to handle the change effectively.

'Ignoring the deadline is a dangerous strategy,' he said.

'Revenues from existing 0870 numbers are going to vanish and organisations need to rethink their customer relationship management strategies in light of this. That does not happen overnight.'

A quarter of the managers interviewed said the new regulations would lead to a greater reliance upon the internet for customer services.

And 26 per cent of businesses said they would retain their 0870 numbers, despite the resulting loss of income.