Experts in call for IM to become mandatory

by Kim Benjamin, Marketing Direct 08-Nov-05

Industry experts have called for the use of informative messaging (IM) to be mandatory for telemarketing companies, in a bid to clamp down on silent calls.

IM, where a recorded message is played identifying the caller to the
recipient, is a legal requirement in the US and Canada. At present in
the UK, the Direct Marketing Association (DMA) is consulting with its

members over whether to make IM part of its Code of Practice.

"In Canada and the US, the IM is required along with a responsible rate
of abandoned calls," said Marcus Robinson, managing director at call
centre technology provider Amcat. "This has almost eliminated the silent
call problem."

Amcat is introducing a training programme to educate users of its
technology about the benefits of using IM. The move has been welcomed by
the industry, but experts warn that IM must be mandatory if it is to
have a substantial effect.

"IM won't stop silent calls, but it will alleviate people's fears over
the issue," says Richard Webster, founder of lobby group The
Telemarketing Association.

John Price, founder of B2B telemarketing company Price Direct, says that
IM is only one way to tackle the issue.

"Many people think of IM as a magic solution," he said. "Some people
will still be irritated with a recorded message."

Danny Singer, managing director of customer management software provider
Noetica, said that companies also need to consider the cost of
implementing IM.

"Not all companies will have the ability to install IM, and will need to
invest money for areas such as additional telephone lines and features,"
he said. "But the investment will be worth it and IM will go some way to
improve the industry's image."