Paul Miller of Prolog Connect made some interesting and valid points in his comment article on Brand Republic two weeks ago.
We agree with his analysis that silent calls are a danger to the future of telemarketing and we are running out of time to solve the issue.
Failing to address the problem will see more consumers opting out by going ex-directory, registering with the TPS and becoming less responsive to outbound calling.
Outbound calling is a legitimate and beneficial communication method and only becomes a nuisance when it is badly delivered.
What would make a big difference is for all telemarketing companies, not just those in DMA membership, to adhere to the current 5% rate specified in the DMA's code of practice.
We estimate it would mean each adult receiving two or three silent calls a year, when they currently receive about six a month with some consumers reporting even higher rates.
Some have suggested that the rate should be lowered to 3%, but if this applied to only DMA members there would not be any noticeable difference to the consumer.
There is a need for all companies to think strategically and long term against any possible short-term advantage, otherwise there will not be a viable future for outbound telemarketing.
The challenge is to make non-members and clients aware of the damage that silent calls cause. Companies making silent calls are not aware of the problems as, by definition, they are not receiving complaints. TPS and the Telco's nuisance call bureaux receive them.
The outcome of Ofcom's recently opened into telemarketing practices by a range of companies should help to clarify matters. In the previous case of Kitchens Direct, Ofcom monitored the company's subsequent behaviour against the DMA's code of practice.
For their part, clients should be asking their suppliers about their drop call rate on their campaigns. Call centres should not be judged against simple measures of volumes of calls made.
In addition, the abandoned call rate should not be seen in isolation. The Direct Marketing Code has a number of relevant provisions such as requiring that any further calls made to an abandoned number within the following 72 hours must be taken by a dedicated operator, thus preventing consumers receiving multiple silent calls from the same source.
If there is to be a future for telemarketing, it's time for all outbound telemarketers to abide by the Direct Marketing code of practice.
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