Contact Centres & Telemarketing

Initiatives

2008 saw the launch of the DMA Outbound Manifesto.

It is now over ten years since the DMA became synonymous with preference in telemarketing through the launch of TPS. This has led to many initiatives including the publication of the first code in the world for diallers. So it became a logical next step for Ofcom to reflect the DMA code in their March 2006 guidelines.

This experience has served us well in the DMA Telemarketing Council. It has educated us in what is possible, what is preferable and what is necessary in the field of outbound and dialler usage. It's all down to sustainability of the telephone as a marketing channel. Let's face it, if people get fed up or even frightened to answer the telephone, this serves nobody.

So armed with this experience, we have developed the Outbound Telemarketing Manifesto which is a system for understanding the roles and responsibilities of the four elements that go to make up an outbound campaign: consumers, agents, regulators and companies.

During 2008, the Contact Centre Council members have been busy expanding and developing the Manifesto into a set of best practice rules. We expect to be able to publish these very soon.

Please watch this space in what is turning out to be, rather than the death of the cold call, more the advent of a new age of customer preference.

It remains true that the telephone is the most responsive and personal of any communication medium.

John Price
Chair, Contact Centre & Telemarketing Council