Ofcom warns silent calls could cost companies millions

The BBC featured an article this morning detailing Ofcom’s intention to crack down on companies who use automated phone calls that leave callers hearing nothing. To see the original article click here

‘Silent calls’ tend to occur when companies dial several numbers at the same time, but fail to have enough staff available to speak to a customer when the call is answered. Companies who persistently break the rules and subject their customers or prospects to such calls can now be fined up to £2 million.

Ofcom received more than 9,000 complaints about silent calls last year with 70% of complainants stating that they had received more than two calls in the same day. The regulator has stated today that it would not hesitate to impose the new maximum fine, which was approved by Parliament last September.

Ofcom has previously fined nine businesses for making such calls, with the largest penalty to date amounting to £50,000.

Technology failings

Automated dialling is common practice in many call centres today and is used to make dozens of calls at once to maximise agent efficiency.

Ofcom said many cases of silent calls were a result of the technology used to detect answer machines failing to recognise a 'live' consumer and cutting off the call before a representative of the company is connected to speak to them. This results in what Ofcom has referred to as “significant distress” to consumers, which could be made worse by receiving such calls repeatedly.

Though such technology will not be banned the advice from Ofcom Chief Executive Ed Richards is to make sure that such practices are monitored carefully. He said:

"Silent and abandoned calls can cause significant consumer harm. Ofcom has given sufficient warnings to companies about silent calls and is ready to take appropriate action against those companies who continue to break the rules."

Rapide - the safer option

Rapide’s voice message technology ensures that no customer is ever left with a 'silent call'.

Rather than using ‘automated’ or ‘predictive dialling’ Rapide’s intelligent solution ensures every single consumer receives a voice message introduction. No-one gets a 'silent call', the consumer opts in to hear the main message, and is then given the chance to be connected to a call centre agent should they want to hear more.

Rapide eliminates the risk of consumers being inconvenienced by silent calls, pre-qualifies consumers who speak to your agents as being interested in the call and crucially helps companies avoid substantial penalties imposed by Ofcom.

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