Silent calls briefing
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Silent calls briefing Belinda Haden Received: 3 September 2004
Keywords: silent calls, predictive diallers, Silent Callgard, TPS, Ofcom, best practice, telemarketing
Abstract This is a brief update of the issue of silent calls that looks at the size of the problem, why they happen and current options available to consumers to avoid them. It examines current legislation and best practice guidelines for users of predictive dialling software. This update briefing contains extracts from a free white paper, Death of the Cold Call, published by CM Insight.
Introduction
Predictive diallers
Silent calls are the name given to outbound calls dialled by use of a predictive dialler, where no agent is present to take the call once answered by the person dialled. Predictive diallers speed up the process of making outbound telemarketing calls by automatically dialling several numbers and, once each is answered, connecting them to an agent. Frequently, however, no agent is available when the consumer picks up the phone, giving rise to a so-called ‘silent call’ that is frustrating to many, frightening to some. Predictive diallers often work on sophisticated algorithms, and there are many varieties of this technology: algorithms can be based on simple call volume/length predictions, through to more complicated calculations that take account of whereabouts agents are within a current live phone call.
Current silent call activity
Public resistance
Belinda Haden CM Insight The Old Warehouse Weybridge Surrey KT13 8DG, UK Tel: +44 (0)1932 268100 Fax: +44 (0)1932 268109 E-mail: belinda.haden@ cm-insight.com
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Receiving a silent call is a relatively new phenomenon in the UK, but has previously been widespread in the USA and other countries. Today, around 20 per cent of all outbound marketing calls in the UK are made using predictive dialling technology. Many outbound calling operations argue that a significant proportion of their campaigns would not be costviable without their use, since they allow agent talk time — their productive time — to be increased from approximately 20 minutes per hour up to 50 minutes per hour. Therefore, in order for such technology to lend economic viability to campaigns, they are almost always programmed on a calculation that will result in silent calls. Public alarm and concern about silent calls is often further fuelled by companies’ failure to allow their numbers to be traced. Concerned callers attempting to identify the source of the call by using the 1471 service are simply informed that the caller has withheld their number, adding to their alarm and frustration. With BT currently receiving around 112,000 queries a month from individuals concerned about silent calls, there can be no question that they cause significant distress, especially for those living alone. An NOP survey, commissioned by the DMA in May 2003,
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Silent calls briefin
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