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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

Real Life Ofcom Management

By Charles Vincent

  • 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
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
history of ofcom rules1
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”

history of ofcom rules2
History Of Ofcom Rules

17 Aug 2005

BBC Silent Call Item

“Largest Response To Any Feature”

Natasha Kaplinsky

history of ofcom rules3
History Of Ofcom Rules
  • 31 October 2005 Consultation Issued
  • 1 March 2006 Rules Issued
  • 6 April 2006 Fines Increased
  • 17 Dec 2007 New Consultation
the rules
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
the 3 rule
The 3% Rule

Ofcom Calculates 3% Against

Real People Connects NOT Dials

the fines
The Fines

£50,000 Per Case

4 Companies Fined Total of £152,500 In 2006

2 More Fined In 2007

the 4 approaches to ofcom
The 4 Approaches To Ofcom

Which One Are You?

ofcom in real life
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
advanced dialling strategies
Advanced Dialling Strategies
  • Modern Diallers Allow

Intelligent Targeting

  • Get Dialler Managers and Marketing Teams To Work Closely Together
  • Analyse, Design, Implement Forever
abandoned calls
Abandoned Calls
  • Use The Abandoned Call

Message To Re-Enforce Brand (But Don’t Market)

  • Consider Dialling Abandoned Calls Within 72 hours
abandoned calls1
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)
cli message
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”

answer machine detect
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
amd and performance
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
why are they picking on me
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
what do they know
What Do They Know?
  • Probably Nothing About

Abandoned Call Rates

  • Possibly Evidence Of No CLI/Abandoned Call Message
  • The Type Of Dialler You Use
what actually happens
What Actually Happens?
  • No Onsite Presence
  • Assigned Case Manager
  • Submit Calling Data In Predetermined Format
  • Answer Questionnaire About CLI / Drop Call Message
what if i have some issues
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
who can help
Who Can Help?
  • Independent Specialist


  • Your Dialler Supplier
  • Ofcom

(They Can Help And Are Understanding)

More Info At:


Charles Vincent

Tel: 0845 838 9940

Mob: 07966 471 027