Devoted to small businesses and those who run them

I phoned my local Borders and was surprised to get another store at a different location.

I tried again... same result. Next time round I checked the number with the store assistant.

He apologized and explained that the phone book company had somehow switched the two stores' phone numbers in the phone directory. Needless to say it was driving them crazy, as well as their customers. 

The store assistant handled it well and explained it clearly and politely. Not his fault. But think of the lost time for both customers and staff, and the cost of the customer phone calls over time... not to mention the frustration.

Every piece of promotional literature has their correct phone number on it. But when a customer phones using the phone directory, they'll get another store.

They can't change the number to the "new" one, as suppliers and previous customers use the original correct number.

Until the next phone directory is printed in 12 months, the incorrect phone number remains listed. 

Whether it was someone in administration who didn't proofread the phone directory entry, or someone at the phone book company is academic at this point. I bet it will be checked and double checked by all parties concerned next time round. 

Even American Idol fell foul to the not checking phone numbers basics when they displayed incorrect numbers for voting.

In business, even a simple mistake can cost your business plenty, and lose faith with customers.

• Has your phone number ever been incorrectly listed?