The impact and status of the DNC List worldwide

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  • The Game Plan – Here is the retention and acquisition model that we know today. Retention – long term and ongoing work, caring, farming, peaceful, nice The work we put into existing customers and our business’s current products and services is a one-for-one relationship. To up sell new products and services it becomes harder work, we need twice the effort by our staff or clever tactics like consultative selling programmes. Acquisition – tactical work, rapid revenue, new innovation to market, pounce on competitors, hunting, sharks, buzz To get new customers with our existing products and services requires 5x the effort, and even more work to get new customers with new products and services at 7x. It is useful and cost effective, to outsource selling acquisition work via telemarketing – good intelligence is gathered, you get some wins, you can expand your customer base and if done well, lead to migration back to your customer care channel. So what happens … businesses in the pack will take the easier path and focus on retention first with existing customers, leaders will acquire or take-over good performing companies.
  • So what has gone wrong? Telemarketing is not the game people want to play anymore? Government intervention = Leaders and Law Makers for the people = Popular issues = Votes. It is more difficult to work with the industry than the people, because you can address the voters more quickly. Write and pass new law. Who has had a bad telemarketer call? Why? Please explain. Some examples from the delegates.
  • The customers are developing strategies to avoid taking the call … the defense lines are becoming clear for Telemarketers. It is just a phone call? 3-5 minutes of your time? Why all the fuss? Is this true in Portugal?
  • As a business we can take a positive position to address poor customer perceptions of what telemarketers do and value their work. We could do nothing and be walked over and made fun of, even worse let Government regulate our actions. Let’s look at what some countries have done in the New World.
  • Legal reviews, lawyers, makes no sense to you and me and creates loop holes – it costs money to business. Registry cost, compliance, training, technology, for example in the USA the avg cost is $US 100,000 pa … ongoing process management, and it is more work. A fear of non-compliance. Everyone registers if it is easy to register; again the USA was easy 90% by internet and 10% by telephone. Trends – good outputs; conversion rates lifted because the customer pool wants contact, and it is a smaller pool. Complaints are lower. Bad telemarketers are spotted easily as everyone is aware. More will go to self-serve, online if regulation makes it expensive to do telemarketing. Up sells and cross-sells from inbound calls, so we’ll drive sales via another channel upon customer contact.
  • Freedom to telemarket suspect decision makers who could buy goods or services over the phone. New regulation will continue to happen. The feature of Caller ID and to call back to a contact number; try with a predictive dialer – consideration given to writing law to state the agents telephone number as the call back number. This won’t work given outbound nature of dialing, customer would get a busy signal. Consider parity between service and sales; too long to wait for service, on hold and listen to sales messages. When I bought something I got straight through, when I want service you have to wait. Write a law to regulate length of wait time. Pre-recording messages, customer service messages, credit follow up scripts may all become subject to new laws and penalties if customers keep complaining. How will DNC regulation affect my business? How can operate and prosper in the new environment? What steps do I need to take?


  • 1. The impact and status of the DNC List worldwide Shawn Kewley APCC – October 2007
  • 2. the game: telemarketing & sales
  • 3. telemarketing is a hot topic
    • Telemarketing is not popular business with customers and governments?
      • Annoying
      • Hate us
      • Intrusive
      • Staff not well trained
      • Demanding
    • How many calls are like this?
    • Some calls are just BAD not all.
    The skills & knowledge you apply when dealing with a customer underpin the contact experience.
  • 4. customers are fighting back …
    • Complain, tell others, tell family
    • Talk to the supervisor or manager
    • Abuse the agent … speak rudely
    • Don’t answer the calls
    • Go to voicemail or answering device
    • Audio tape the contact
    • Contact the media or their politician
  • 5. how do we attack these issues?
    • Do nothing
    • You can address through proper quality monitoring processes
    • Your Industry Body can generate Codes of Conduct to follow
    • OR your Government will introduce legislation to regulate and penalise
    • HELLO … the Do Not Call Laws
  • 6. what’s happening around the world?
    • Australia
    • New Zealand
    • Singapore
    • Hong Kong
    • Canada
    • USA
    • UK
  • 7. winners? losers?
    • Depends upon your view and actions
    • Outsourcing companies who perform telemarketing well will prosper in a highly regulated market
    • More work for legal, compliance and database management staff
    • Politicians who win votes with popular law
    • Other marketing channels – Door to Door
    • Regulators gain more control
    • Offshore cheaper locations telemarket you
  • 8. final words …
    • Do Not Call Laws affect everyone in a regulated new world of Telemarketing
        • Customers
        • Telemarketers
        • Contact Centres
        • Inbound services
        • Career options
        • Business
    • What can you afford to do? Not do?