 The amount of outbound calls made by UK call centres has dropped for the first year on record, according to a report by industry analyst ContactBabel. In addition, the report found that the proportion of outbound calls is down from 32.9% in 2005 to 29.1% in 2006. More than half of UK households are registered with the Telephone Preference Service, which means they are opted-out from receiving sales calls. Steve Morrell, principal analyst at ContactBabel, said:
"Cold calling is increasingly seen as old-fashioned, expensive and potentially damaging to a company's reputation. "Legislation at a national and European level has reduced the number of unwanted sales calls that UK consumers receive, but outbound communication still has an important part to play in business."
He added that although cold calls are on the way out, outbound value-added service will be a strong brand differentiator.
"For example, businesses which let customers know in advance about approaching credit limits or late flights will be rewarded with increased brand loyalty.
"However, we would also expect that cross-selling and advertisements will be an integral part of this procedure, as the price customers will pay for receiving useful outbound customer service."
ContactBabel's report also found that the UK contact centre industry grew at a rate of 6%, an increase on the 2005 growth rate, and predicted it will continue to grow steadily over the next five years.
"The boom in offshoring to India and other destinations such as South Africa and Eastern Europe has not had the negative effect that some commentators expected, and the amount
"Legislation at a national and European level has reduced the number of unwanted sales calls that UK consumers receive, but outbound communication still has an important part to play in business."
He added that although cold calls are on the way out, outbound value-added service will be a strong brand differentiator.
"For example, businesses which let customers know in advance about approaching credit limits or late flights will be rewarded with increased brand loyalty.
"However, we would also expect that cross-selling and advertisements will be an integral part of this procedure, as the price customers will pay for receiving useful outbound customer service."
ContactBabel's report also found that the UK contact centre industry grew at a rate of 6%, an increase on the 2005 growth rate, and predicted it will continue to grow steadily over the next five years.
"The boom in offshoring to India and other destinations such as South Africa and Eastern Europe has not had the negative effect that some commentators expected, and the amount
"Legislation at a national and European level has reduced the number of unwanted sales calls that UK consumers receive, but outbound communication still has an important part to play in business."
He added that although cold calls are on the way out, outbound value-added service will be a strong brand differentiator.
"For example, businesses which let customers know in advance about approaching credit limits or late flights will be rewarded with increased brand loyalty.
"However, we would also expect that cross-selling and advertisements will be an integral part of this procedure, as the price customers will pay for receiving useful outbound customer service."
ContactBabel's report also found that the UK contact centre industry grew at a rate of 6%, an increase on the 2005 growth rate, and predicted it will continue to grow steadily over the next five years.
"The boom in offshoring to India and other destinations such as South Africa and Eastern Europe has not had the negative effect that some commentators expected, and the amount of new work going offshore is slowing, with 2006 seeing several high-profile companies announcing their return to the UK.
(Source: Media Asia)
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