Their comments follow reports that consumer TPS registrations have risen to almost 6,000 a day, prompting concerns that outbound telemarketing will become increasingly difficult.
Another factor is greater public awareness of the TPS due to "sensationalist" TV shows, which "do the industry no favours", says 2Touch's marketing director Gareth Smith. The TPS was publicised on a recent BBC programme that named call centres as a top consumer bugbear.
The rise in registrations is also due to clients cutting costs and churning out bad quality calls, says John Price, head of the DMA's Call Centre Council.
Silent calls are also to blame, according to Price. "The DMA code states there should be no more than five per cent silent calls, but many disregard this."
In October the DMA will unveil its first ever telemarketing best practice guidelines covering call centre management and training. In the meantime experts believe that other instruments could help combat rising TPS registrations.
Trade body ICSTIS, which supervises telephone standards, should also clamp down on those who exploit automated calls. Graham Ede, managing director of Ion Group, says: "ICSTIS allows the sale of premium rate lines but it's too easy to apply for an outbound automated call system. ICSTIS should be turning down rogue applications and tightening up its system."
Monitoring the way a call centre operates is also key, in particular, ensuring agents develop the basics of call handling, as well as softer customer interaction skills, commented Smith.
Phil Coley, head of contact centre at Broadsystem, believes that calling using cold lists will decrease and that clients will take the multichannel road instead. Permission-based outbound telemarketing will grow between 15 and 18 per cent over the next five years, he says.
The experts view reports of the demise of outbound telemarketing as scaremongering, and feel positive about its future. Coley comments: "Consumer TPS registrations will increase, but will eventually level out."
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