Contact Center Solutions Featured Article

Increased Regulations are Changing Contact Centers in the U.K.

April 13, 2009

TPS, or Telephone Preference Service, regulations are on the rise and as a result, 60 percent of U.K. households are able to effectively prevent unsolicited sales and marketing calls. While this may be good news for U.K. citizens, it presents increasing challenges for those operating in the contact and call center space.

Brookmead Consulting conducted research in 2005, which was then extended into ‘The TPS report on Unwelcome Calls’. The report was considered to be influential in changing the legislative framework. In fact, shortly after the release of this report, new rules were introduced by Ofcom governing the use of predictive dialers to minimize the incidence of silent calls.

The original research was extended in the fall of 2008 and Brookmead Consulting was asked to evaluate the extent of the industry’s compliance with new regulations and to identify any emerging trends or significant variations from the previous report.

The updated research revealed some disturbing trends within the marketplace, especially where consumers and their preferences are concerned. Consumer distrust has been heightened, creating additional obstacles for those companies seeking to interact with customers via the call or contact center.

Key findings from this research suggest that consumer trust and confidence in the telephone as a marketing medium has been eroded. This trend is the result of increased concerns over data privacy, aggressive sales tactics and scams.

This research also found that the introduction of Ofcom’s nuisance calls regulations helped to reduce the number of silent calls per month from 9.6 in 2005 to 2.1 in 2008. In addition, consumers have become more familiar with silent calls and now key demographic groups that were previously worried about these types of calls are now significantly less anxious. 

Many companies are re-evaluating their telemarketing strategy as the combination of the high volume of TPS registrations, consumer distrust and widespread industry compliance to the Ofcom regulations. In order to continue to be effective in their telemarketing efforts, companies have to identify ways to effectively and legally contact current and potential customers.

The new study also found that the volume of cold calling to potential customers is decreasing and the number of unwelcome calls received by consumers is down by 20 percent in the past 12 months to 4.6 per month.

This research presents key information for those companies wishing to continue to drive revenue and opportunities through telemarketing. The game is changing and in order to be effective, they have to be able to change with it. Change will bring its own set of challenges, but new technologies could help progressive companies to continue to succeed.

Susan J. Campbell is a contributing editor for TMCnet and has also written for eastbiz.com. To read more of Susan’s articles, please visit her columnist page.

Edited by Tim Gray

Article comments powered by Disqus

Related Contact Center Solutions Articles

When it comes to Contact Center Agents 'Mind the Gap'

As content curator and contributor to the Contact Center Solutions Community, part of my function is to review information and insights from around the Web and illuminate them to our readers. In this regard, I would like to recommend an insightful posting from IT-Online titled, "How to differentiate customer experience." [ Read More ]
10/30/2014

Survey: Deloitte Optimistic for Increased US Holiday Spending

Professional services firm Deloitte, which completes financial advisory surveys, has released the annual holiday shopping survey for nearly three decades. This year's survey, the 29th annual, shows that U.S. shoppers are optimistic entering the season for giving, which also happens to be the season for shopping. [ Read More ]
10/30/2014

Dialing for Votes

Depending on how you feel about such things, next-generation predictive dialers have become an integral, dare I say "must have" capability for political campaigns. Indeed, with the U.S. elections only days away, anyone living here not only is more than aware from watching TV that the "get out the vote" efforts are already in full swing as the airwaves are saturated with ads, but this has become that time of year when caller ID and answering systems are a godsend. [ Read More ]
10/30/2014

Survey: Mobile Experience Trumps Brand Loyalty Among Gen Y, Millennials

Retailers be warned - brand loyalty counts for less and less among younger consumers, who are likely to head to competitors if their mobile experience isn't what they think it should be. [ Read More ]
10/30/2014
Subscribe here for your FREE Contact
Center Solutions
enewslettter.

Events

Weekly Live Demo
Contact Center Solutions

Register Today!


Weekly Live Demo
CaaS Small Center

Register Today!