Do-not-call register comes up short

Over 90 percent of call centres not adversely affected

With the Australian Government's Do Not Call Register celebrating its first full year of operation this month, findings from the Dimension Data Global Contact Centre Benchmarking Report 2008 revealed that it has not adversely affected Australia's largest contact centres.

When asked "What has the impact of the Do Not Call Register been on your overall outbound calling volumes?" 91.7 per cent of Australian participants stated that it had either had no impact or no change on volumes.

A follow-up question "What has the impact been on your campaign success rate?" elicited a similar response with 90.5 per cent claiming that it has had no impact. Overall outbound call volumes include calls to existing customers exempt from the Do Not Call rules and unsolicited calls.

"Given that the Register received over one million registrations in the first month of operation, and is now sitting at well over two million, this is really heartening news. In the lead-up to the introduction of the Register last year, there was a lot of anxiety as to its potential negative impact on Australia's contact centre industry," said Ian Dundas, principal consultant, customer interactive solutions, Dimension Data.

"That said, the majority of organisations who participated in the benchmark survey were larger enterprises and are not using unsolicited calls as a way to sell their products and services. Most have already moved beyond the 'hit and miss' nature and poor conversion rates of these types of outbound sales campaigns".

"What they are doing very well with is inbound marketing campaigns and outbound customer satisfaction and 'update' calls: recognising cross-selling opportunities during these types of calls with existing customers".

Yhe Report found that globally 31 per cent of all inbound transactions are completed on a self-service channel. Highest among these is Interactive Voice Response (IVR) self-service (15.5 per cent), followed by Web self-service (13.7 per cent), with speech self-service and Web co-browsing making up the balance. The findings also show that Australia deploys the most effective IVR self-service solutions, with 51.2 per cent of transactions successfully completed by customers through this channel.

"This is world-leading and reflective of Australia's language consistency and telecommunications infrastructure quality and availability. With one of the highest densities of mobile ownership in the world, we have a highly mobile population - and the convenience offered by IVR to transact with business translates into this phenomenal voice self-service completion rate," said Jason Thals, national solutions manager, customer interactive solutions, Dimension Data. Thals was also a co-author of the Report.

In contrast to this positive result for self-service, Australia reported a much lower grade of service performance than the global average. Australian contact centers achieved performances of 55.6 per cent and then 69.1 per cent in the 10 and 20 second target categories respectively compared to global averages of 65 per cent in 10 seconds and 72.8 per cent in 20 seconds for average time to answer rates.

"We need to consider the Australian results in the context of a massive rise in voice self-service availability in 2007. The poor grade of service result may be a case of overly ambitious business cases re-assigning staff before the benefits of self-service implementations have been fully realised", said Thals.

Len Rust is publisher of

Join the PC World newsletter!

Error: Please check your email address.

Our Back to Business guide highlights the best products for you to boost your productivity at home, on the road, at the office, or in the classroom.

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Len Rust

Computerworld
Show Comments

Most Popular Reviews

Latest News Articles

Resources

PCW Evaluation Team

Azadeh Williams

HP OfficeJet Pro 8730

A smarter way to print for busy small business owners, combining speedy printing with scanning and copying, making it easier to produce high quality documents and images at a touch of a button.

Andrew Grant

HP OfficeJet Pro 8730

I've had a multifunction printer in the office going on 10 years now. It was a neat bit of kit back in the day -- print, copy, scan, fax -- when printing over WiFi felt a bit like magic. It’s seen better days though and an upgrade’s well overdue. This HP OfficeJet Pro 8730 looks like it ticks all the same boxes: print, copy, scan, and fax. (Really? Does anyone fax anything any more? I guess it's good to know the facility’s there, just in case.) Printing over WiFi is more-or- less standard these days.

Ed Dawson

HP OfficeJet Pro 8730

As a freelance writer who is always on the go, I like my technology to be both efficient and effective so I can do my job well. The HP OfficeJet Pro 8730 Inkjet Printer ticks all the boxes in terms of form factor, performance and user interface.

Michael Hargreaves

Windows 10 for Business / Dell XPS 13

I’d happily recommend this touchscreen laptop and Windows 10 as a great way to get serious work done at a desk or on the road.

Aysha Strobbe

Windows 10 / HP Spectre x360

Ultimately, I think the Windows 10 environment is excellent for me as it caters for so many different uses. The inclusion of the Xbox app is also great for when you need some downtime too!

Mark Escubio

Windows 10 / Lenovo Yoga 910

For me, the Xbox Play Anywhere is a great new feature as it allows you to play your current Xbox games with higher resolutions and better graphics without forking out extra cash for another copy. Although available titles are still scarce, but I’m sure it will grow in time.

Featured Content

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?