Industry analysts ContactBabel surveyed UK call centres within the IT sector and concluded that 86% of call centres have no input in marketing campaigns nor even any idea of promotions or initiatives that may be running.
The utilities sector similarly suffers with 50% not being informed of campaigns and being unable to contribute any valuable insight into them.
ContactBabel claims that the average wait time before people hang up is 41 seconds and if customers do get through they can be frustrated by enquiring about products that agents know nothing about.
Rob Farnham, managing director at call handling firm SOH, said: "Marketing are missing out a key component that will help create the success of their campaign by not including their call centres in their campaign planning.
"With advanced warning, call centres can plan for the extra call volume generated and create the positive impression that their company needs to gain and retain customers."
ContactBabel claims that an estimated 拢99m in direct response TV advertising is wasted annually, because companies fail to back their campaigns by using the telephone as an effective customer contact mechanism.
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