The free service wants to win back lost inquiries customersThere's a new, free directory inquiries service. The bad news? It uses voice recognition software. Selfridges, Westminster Abbey, national rail inquiries... I'm sorry we can't find that number.
The free service wants to win back lost inquiries customersThere's a new, free directory enquiries service. The bad news? It uses voice recognition software. Selfridges, Westminster Abbey, National Rail Enquiries... I'm sorry we can't find that number.
There's no such thing as a free number. That's the subliminal (automated) message from the latest attempt to lure back missing customers to directory inquiries.
There's no such thing as a free number. That's the subliminal (automated) message from the latest attempt to lure back missing customers to directory enquiries.
The opening up of the market three years ago brought dozens of different services and baffling charges. It was successful - in stopping large numbers of people using directory inquiries altogether.
The opening up of the market three years ago brought dozens of different services and baffling charges. It was successful - in stopping large numbers of people using directory enquiries altogether.
And now 118 118, the market leader, is trying to strike back by offering a free service.
And now 118 118, the market leader, is trying to strike back by offering a free service.
Except there's a problem - well, two minor problems. First, when you ring the new free service it's peppered with advertising. If you're standing in the rain wanting a number in a hurry, who wants a hyperactive gym bunny shouting "Get moving" in a health club advert?
Except there's a problem - well, two minor problems. First, when you ring the new free service it's peppered with advertising. If you're standing in the rain wanting a number in a hurry, who wants a hyperactive gym bunny shouting "Get moving" in a health club advert?
Minor problem two. The automated service doesn't always have much luck with getting the right phone numbers in our straw poll.
Minor problem two. The automated service doesn't always have much luck with getting the right phone numbers in our straw poll.
Hung up
Hung up
It's the Christmas shopping season, so we try to get a number for Selfridges in Oxford Street, London. No luck two out of three times, using different male and female voices.
It's the Christmas shopping season, so we try to get a number for Selfridges in Oxford Street, London. No luck two out of three times, using different male and female voices.
Directory inquiries was once freeHow about Westminster Abbey, one of the UK's most popular tourist destinations (and a working cathedral to boot). Again two out of three attempts failed, with calls lasting up to a couple of minutes each.
Directory inquiries was once freeHow about Westminster Abbey, one of the UK's most popular tourist destinations (and a working cathedral to boot). Again two out of three attempts failed, with calls lasting up to a couple of minutes each.
But a number for Edinburgh Castle was identified with no problem - and a local delicatessen with a tricky name also proved successful first time.
But a number for Edinburgh Castle was identified with no problem - and a local delicatessen with a tricky name also proved successful first time.
But an inquiry for "national rail inquiries" drew a blank.
But an enquiry for "National Rail Enquiries" drew a blank.
How about a number for the Palladium Theatre, where hit musical The Sound of Music is currently playing? After an advert for an emergency plumber, the search does provide a number. Ring this, and there's another recording saying the number has been changed.
How about a number for the Palladium Theatre, where hit musical 'The Sound of Music' is currently playing? After an advert for an emergency plumber, the search does provide a number. Ring this, and there's another recording saying the number has been changed.
With residential numbers, the service seems to struggle with long addresses, but hits the jackpot if provided with the full postcode. And if it works, you've saved the cost of an inquiry that could be anything from 29p to £2.
With residential numbers, the service seems to struggle with long addresses, but hits the jackpot if provided with the full postcode. And if it works, you've saved the cost of an enquiry that could be anything from 29p to £2.
'Fine tuning'
'Fine tuning'
This service, launched on Monday, is still only a test version, says William Ostrom, spokesman for 118118. The first month will be used to tackle any teething problems and to gauge customer reaction.
This service, launched on Monday, is still only a test version, says William Ostrom, spokesman for 118118. The first month will be used to tackle any teething problems and to gauge customer reaction.
The automated search process will be "fine tuned", he says, but machines will always have limits and "nothing beats having a trained operator".
The automated search process will be "fine tuned", he says, but machines will always have limits and "nothing beats having a trained operator".
But he says that the firm's experience in the United States suggests that phone users will accept the trade-off of listening to adverts in exchange for a free service.
But he says that the firm's experience in the United States suggests that phone users will accept the trade-off of listening to adverts in exchange for a free service.
And in the UK, he accepts the challenge is to attract back customers who stopped using directory inquiries when the old 192 service was scrapped in 2003.
And in the UK, he accepts the challenge is to attract back customers who stopped using directory enquiries when the old 192 service was scrapped in 2003.
"People were very confused about what was replacing 192 - and we worked out that the only way was to offer a completely free service, because nothing else would reassure them."
"People were very confused about what was replacing 192 - and we worked out that the only way was to offer a completely free service, because nothing else would reassure them."
Add your comments on this story, using the form below.
Add your comments on this story, using the form below.
