Could the lack of a landline be costing your business customers?

In an age where digital communication is rapidly evolving, the humble landline still holds a special place in the hearts of many Brits. Despite the upcoming transition away from the old copper-based Public Switched Telephone Network (PSTN) and Integrated Services Digital Network (ISDN) to a fully digital, internet-based system, a significant portion of the UK population remains attached to traditional phone systems.

This attachment isn't just sentimental; it has real implications for businesses striving to build trust and credibility with their customers.

The trust factor

Our recent research* reveals that nearly half (48%) of consumers trust big businesses more if they have a landline. This trust isn't just reserved for large corporations; small and medium-sized enterprises (SMEs) are also affected. Over a third (35%) of Brits say they wouldn't trust an SME that operates solely with a mobile number. The presence of a landline is seen as a marker of reliability and professionalism, making it a crucial element in establishing consumer confidence.

Why phone calls matter

While digital communication methods like texting and emailing are convenient, they don't always meet the needs of consumers. According to the research, 44 per cent of Brits prefer making phone calls when communicating with businesses. Here are the top five reasons why:

1. Quicker and easier explanations: Over half (53%) of respondents find it easier to explain things verbally.
2. Immediate response: 44 per cent prefer the instant resolution that phone calls can provide.
3. Personal connection: 41 per cent feel that phone calls offer a more personal touch and better connection.
4. Preferred for certain conversations: Some conversations, especially formal, emotional, or private ones, are better suited to phone calls.

The digital voice transition

Despite the clear preference for traditional phone calls, a third (34%) of UK respondents do not understand the upcoming switch off of traditional landline phone systems and the transition to Digital Voice technology.

In other research we conducted**, it was revealed that while Businesses appear to be well informed about the impending changes to the UK telecoms network, only a quarter already have a solution in place, dropping to 18 per cent of SMEs.

As a business you need to be ready to say goodbye to your old ISDN network and be confident in the future connectivity for your business. Leaving it too late, or considering survival via a mobile, could be detrimental to long term success, in a world where consumers still expect to be able to communicate with a business in the traditional way.

Building consumer confidence

For businesses, maintaining a strong phone presence is more than just a matter of convenience; it's a strategic move to build trust and credibility. As our research shows, consumers still value the reliability and professionalism that a landline represents. By ensuring they have a reliable phone system in place, businesses can foster better connections with their customers and enhance their overall reputation.

While the digital age offers numerous ways to communicate, the traditional phone call remains a vital tool for businesses. By understanding and addressing consumer preferences, businesses can navigate the transition to Digital Voice or Cloud Comms technology while maintaining the trust and confidence of their customers.

* The research was conducted by Censuswide, among a sample of 2,000 National Representative Consumers aged 16+. The data was collected between 31.12.2024 – 03.01.2025. Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Censuswide is also a member of the British Polling Council.

** The data which forms the basis of this research study was derived from a survey conducted by Censuswide, among a sample of 1004 CEOs in large businesses (250+ employees), 403 decision makers in large businesses (250+ employees) and 500 IT decision makers in SMEs. For this report, a large business is considered one with 250+ employees and an SME is considered as having between one and 249 employees. The data was collected between 15.08.204 - 27.08.2024. Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Censuswide is also a member of the British Polling Council.