Business Intelligence Watch TMC

Doomsday in the UK for Telemarketing?

August 30, 2005

It's not every day that a specific doomsday scenario is presented for an entire industry on a nationwide level. But consider the ramifications of this headline: "Telemarketing in the UK will die on St. Valentine's Day 2007."

That's because, according to a study from marketing consultancy Marketing Improvement, the acceleration in Telephone Preference Service registrations will result in 75 percent of all UK households being placed on the TPS by Feb. 14, 2007.

And just how does Marketing Improvement CEO Tim Beadle back this up?

“In 2000 just over 1 million homes were on TPS, by the end of 2003 that had grown to 5 million, today it is 10 million," he said. "When it reaches 21 million, or 75 percent of all homes, telemarketing will cease to be economically viable, and that happens, according to our analysis, on [Feb. 14] 2007.”

Projecting beyond the day of doom, the research indicates that if the current trend continues, all homes in the UK will have signed up for the TPS by the fall of 2007.

The rapid increase in registrations is being driven, according to MI, by three factors, including:

* The off-shoring of telemarketing. “Poor call quality infuriates people,” he said.

* "Silent" calls. This refers to when a predictive dialer autodials a phone number and, when the recipient answers the phone, an agent isn’t available to handle the call.

* The “networking effect,” with those registered to the TPS recommending it to others.

So, what's the answer for the industry in the UK?

The industry must:

* Set predictive dialers to a zero silent call threshold.

* Guarantee that outbound calls are of high quality, both line quality and agent quality.

* Become much more targeted regarding its calling.

The industry, according to MI, must act now if it is not to “dig its own grave” during the next 18 months.

By Glenn J. Kalinoski, Executive Editor, Customer Inter@ction Solutions



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Comments to Doomsday in the UK for Telemarketing?

  1. RE: Doomsday in the UK for Telemarketing?
    Chrystopher :
    October 22, 2005 12:05 AM

    Predictive dialers and auto dialers makes easy to handle the calls in the telemarketing industry. It enables to que up the calls when an agent will complete a call. It also helps to reduce the man power needed for telemarketing. If using a predictive dilaer or auto dialer, it will automatically attend calls and transfer calls. When attending a large volume of calls it is very helpful. If a customer care executive is trying to attend all these calls he/she may not be able to attend all these calls. You can get the demo of autodialer or predictive dialer, or want to get more information about these dialers please go to this url http://www.tctecno.com


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