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Real Life Ofcom Management

Real Life Ofcom Management. By Charles Vincent. Overview. History of Ofcom Rules What the Main Rules Are The 4 Approaches To Ofcom Ofcom In Real Life The Day Ofcom Audits. History Of Ofcom Rules. 1980s It All Starts 1990s Diallers Become Affordable By 2000s Everyone Is Using Diallers

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Real Life Ofcom Management

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  1. Real Life Ofcom Management By Charles Vincent

  2. Overview • History of Ofcom Rules • What the Main Rules Are • The 4 Approaches To Ofcom • Ofcom In Real Life • The Day Ofcom Audits

  3. History Of Ofcom Rules • 1980s It All Starts • 1990s Diallers Become Affordable • By 2000s Everyone Is Using Diallers • Conversion Rates Dropped • Dialler Operators Speed Up Diallers • Drop Calls Become More Prevalent • Conversion Rates Drop Further

  4. History Of Ofcom Rules • 1999 TPS Started • 2002 DMA 5% Member Guidelines • 2002 Ofcom Created • 2003 The Communications Act “Persistent Misuse of Network or Service”

  5. History Of Ofcom Rules 17 Aug 2005 BBC Silent Call Item “Largest Response To Any Feature” Natasha Kaplinsky

  6. History Of Ofcom Rules • 31 October 2005 Consultation Issued • 1 March 2006 Rules Issued • 6 April 2006 Fines Increased • 17 Dec 2007 New Consultation

  7. The Rules • Abandoned Calls Must Carry A Message About The Company Calling • Call Line Identification Must Be Presented On All Outbound Calls From Call Centres • Telephone Calls Abandoned Should Not Be Re-dialled For At Least 72 Hours • Abandoned Call Rates Must Be Less Than 3% In Any 24 Hour Period • Suitable Records Must Be Kept

  8. The 3% Rule Ofcom Calculates 3% Against Real People Connects NOT Dials

  9. The Fines £50,000 Per Case 4 Companies Fined Total of £152,500 In 2006 2 More Fined In 2007

  10. The 4 Approaches To Ofcom Which One Are You?

  11. Terrified?

  12. Head In The Sand?

  13. Fight The Dragon?

  14. Tame The Dragon

  15. Ofcom In Real Life Abandoned Calls • Just Reducing Abandoned Call Rate From 5% to 3% Reduces Efficiency • Don’t Reduce It Too Far Though • Use Advanced Dialling Strategies

  16. Advanced Dialling Strategies • Modern Diallers Allow Intelligent Targeting • Get Dialler Managers and Marketing Teams To Work Closely Together • Analyse, Design, Implement Forever

  17. Abandoned Calls • Use The Abandoned Call Message To Re-Enforce Brand (But Don’t Market) • Consider Dialling Abandoned Calls Within 72 hours

  18. Abandoned Calls • Make Sure Your Dispositions Are Configured Correctly • Especially Confirm The Definition Of A Connect And How Your Dialler Calculates Drop Rate • Only Keep Records For 6 months (If You Can)

  19. CLI Message • Wherever Possible Have A Targeted Message • Make Use Of Type 3 CLI • Consider Using A Live Person To Take Calls • You Cannot Market To Them: “without that person’s consent”

  20. Answer Machine Detect • Some (Mainly Soft) Diallers Cannot Use AMD And Be Compliant • If You Use AMD You Are Making Silent Calls • AMD Does Not Give Your Agent The Best Possible Start To The Call

  21. The Customer Difference

  22. AMD And Performance • Contacts Per Hour Go Down (But Not By Much) • Conversion Increases • Sales Per Hour Is Constant Or Increases • The Customer Experience Is Better

  23. The Day Ofcom Calls

  24. Why Are They Picking On Me? • Complaints Have Been Made • Someone Has Suggested They Should • You Have Had Other Compliance Issues • They Have Evidence Of No CLI etc. • They Picked You At Random

  25. What Do They Know? • Probably Nothing About Abandoned Call Rates • Possibly Evidence Of No CLI/Abandoned Call Message • The Type Of Dialler You Use

  26. What Actually Happens? • No Onsite Presence • Assigned Case Manager • Submit Calling Data In Predetermined Format • Answer Questionnaire About CLI / Drop Call Message

  27. What If I Have Some Issues? • Firstly Make Sure Data Is Collated In The Most Positive Way Possible • Take Emergency Corrective Action • Explain How Any Issues Occurred • Explain What Has Been Done To Prevent Further Issues

  28. Who Can Help? • Independent Specialist Consultants • Your Dialler Supplier • Ofcom (They Can Help And Are Understanding) More Info At: www.eriskay-associates.co.uk/ofcom.html

  29. Who Do You Want To Be?

  30. Questions? Charles Vincent Email:charles@eriskay-associates.co.uk Tel: 0845 838 9940 Mob: 07966 471 027 Web:www.eriskay-associates.co.uk Audits:www.eriskay-associates.co.uk/ofcomAudits.html

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