Much has been written about the future of outbound telemarketing, and the general consensus is that its viability is threatened. The legislative framework is exaggerating the effects of consumer resistance and both the extent and effectiveness of outbound contact are diminishing.

In today’s digital networked economy, communications between organisations and individuals have increased dramatically. Because of this, a responsible attitude and an understanding of the possible negative effects of unwanted contact are essential.

The environment of outbound calling or customer acquisition is changing rapidly. Through the Telephone Preference Service (TPS) and gate keeping technologies, UK consumers are resisting marketing calls with 40% of UK households now TPS registered.

Overall the effectiveness of outbound calling and therefore customer acquisition is falling. Companies are reporting falling conversion rates even amongst the consumers they can still contact.

The damaged reputation of the contact centre industry will continue to reduce consumer acceptance of telephone marketing until sustained good practice renews their confidence.

Companies are urged not only to adopt compliant outbound practice, but to go one stage further and demonstrate best practice.

Best practice with cold calling should not be a cost burden. Evidence shows that companies that can demonstrate high quality customer communications generate higher revenues and customer loyalty at lower cost.

Best practice is based on putting consumer trust and confidence at the heart of every communication.

Despite the mitigating efforts of collective best practice, outbound calling will continue to decline in effectiveness. In order to future proof against this decline, companies are urged to adopt revised strategies to encompass multi-media communication, adopt new technologies and recognise the need for a 360 degree view of the customer despite whatever channel consumers choose to use at any point in time.

As new customer acquisition through outbound calling declines, the focus on customer service and value added sales will increase.

The fundamentals that drive effective outbound calling still hold true. There remains the need for appropriate and sensitive communications that focus on the quality and relevance of the conversation, along with a personalisation of the message.