Ofcom regulations spark better practices for outbound operators

Research finds that the contact centre industry has reacted positively to the Ofcom regulation changes.

Ofcom regulation changes in 2010 have largely achieved compliance amongst outbound operators (both specialist outsourced companies and in-house teams) at little cost, according to recent research released by Aspect.

Key implications:

• Don’t underestimate the consequences of non-compliance: the damage to your brand can be even more significant than the £2m maximum fine.
• Ensure you have a comprehensive view of your outbound operations, right up to senior management level, to help take an appropriate response to the compliance risk.
• In a world where raw data is of less value than ever before, consider refining data and targeting campaigns more intelligently to drive up success rates.
• Measure what matters most in terms of effectiveness – the outcomes of your campaigns rather than just the inputs and productivity metrics.
• Re-assess your technology – in particular diallers and AMD solutions – to ensure it is not a barrier to cost-effective compliance.
• Don’t just educate your agents about their responsibilities under the new regulations, but share with them your strategy and approach so they understand how it may affect their work and targets.

Rather than adding cost and complexity to operators’ roles, as assumed by many in the contact centre industry, the crackdown has led to compliance and industrial improvements.

Aspect appointed customer management consultant, Ember Services to investigate these findings further, conducting additional interviews with leading operators. Investigations found that some forward-thinking operators are not only ensuring they comply, but are taking radical steps in refining operations to make up for potentially reduced productivity due to stricter regulations. These steps involve using alternative channels such as email, IM, and social media for outbound contact, which should drive inbound calls, and focusing on improved targeting by filtering data before calls are made, to increase the success rate.

The research found that operators have introduced innovative technology that links into wider contact centre tools and takes advantage of customer relationship management (CRM) systems. New equipment was also introduced, which has the ability to generate specific reports for operator needs. These technologies have the ability to lead to increased targeting, improved record keeping and ensure operational efficiencies.

Overall, the outcome was positive; productivity was largely unaffected, and several operators had introduced new practices to counterbalance the possible impact of the regulations whilst remaining sensitive to customers’ needs.

Mark King, Senior VP Europe and Africa at Aspect, comments: “The research shows that the respondents have taken very well to the new Ofcom regulations. Most agents claimed that their morale had not decreased and more than half have found that the policies hadn’t affected their overall productivity at all, with 10% actually increasing productivity.”

King adds: “The key findings of the research have sparked implications which must be taken into consideration to increase success rates, from applying the right technology to refining data.”