A nationwide study by Virgin Media Business has revealed a north-south divide in the way that companies talk to their customers. The poll of 5,000 organisations found that businesses in the south are spearheading a shift towards more digital ways of keeping in touch, whereas in the north, workers are keen to keep it personal and make most calls from their desk or meet up face-to-face.

Keeping in touch with colleagues and customers via social networking sites and instant messaging was found to be particularly popular in the capital, where a quarter (24 per cent) of businesses said that this was essential. The result came as no surprise, since London has the most Twitter users out of any city in the world. Demand for digital dialogue was lowest in Northern Ireland where just 6 per cent of businesses saw any benefit from using social networks and instant messaging services to stay in touch.

Although demand for online communication has surged in recent years, the study found that the desk phone is still seen as the most important comms channel in the north, with 71 per cent of businesses calling it critical. Face-to-face meetings come in second, with two-thirds (67 per cent) of companies saying that they believe that human contact matters the most.

The survey found that just 23 per cent of all businesses see mail as vital. Londoners were found to value the postal service least, with just 11 per cent saying that 'snail mail' was important to their business. Regular visits from the postman were found to be prized most in Yorkshire, where 37 per cent of businesses called the daily delivery essential.

Andrew McGrath, commercial director, Virgin Media Business, said, "The way in which we all communicate has changed beyond recognition over the last few years. We now send dozens of emails, and text messages, post on Facebook walls, and tweet on a daily basis. In fact, many younger workers have never known a time when the rush to collect and send off the post was a daily ritual.”

"This transformation is particularly pronounced in the south, where many businesses are now almost entirely dependent on mobile phones and email, helping staff to keep in touch whilst on the go, enabling workers to respond to colleagues and customers a lot faster. However, our research shows that not all businesses are embracing these tools.

“As more and more businesses realise the benefits that this digital dialogue has to offer, I would not be surprised if this number increases rapidly. That said, it's vital that organisations don't completely dismiss traditional comms channels in favour of trendy online tools. Companies must take a multi-channel approach to their communications, as this will allow them to build strong relationships through human contact, whilst benefiting from the mobility that modern tools allow,” concluded McGrath.

About Virgin Media Business

Virgin Media Business is the UK’s only telco with a national fibre optic Next Generation Network. Launched in February 2010, the company aims to bring the Virgin philosophy to the business telecoms market. Providing innovative, high quality solutions built on brilliant customer service.

Virgin Media Business is the largest business-to-business brand in the Virgin group. With a strong product portfolio that includes its market leading Ethernet services. It uses its network asset in order to create bespoke tailored telecoms solutions for its customers. Employees are located at 40 offices across the UK, allowing Virgin Media Business to be closer to its customers in every sense. 

Previously known as ntl:Telewest Business, organisations working with Virgin Media Business include London City Airport, Arqiva, Hampshire and Isle of Wight Partnership and South West Water.