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The Government is proposing to increase the maximum fine call centres should pay for placing so-called ‘silent calls’ from £50k to £2m as part of an ongoing consultation. And while it’s clear the increased penalty aims to clamp down on this practice – brought about by the use of automated dialling systems – there is no way of establishing reliably how many of these ‘nuisance calls’ are being made.

The only indicator is the amount of complaints Ofcom receives, creating a chicken and egg scenario. Call centres risk a hefty fine for something they cannot measure objectively. But how can they address an issue they have no clue about?

If you plan to write about ‘silent calls’ during the consultation period (which ends on 25th January 2010), we can offer an independent expert for comment:Trevor Richer has over 20 years experience within the contact centre industry and has worked in various related senior positions at BT, Cable & Wireless and Datapoint.

He currently heads up the call centre division of Empirix, a specialist in service quality for call centres, where he advises UK businesses on minimising the negative impact of 'silent calls’. Trevor is a Fellow of the Chartered Institute of Marketing and a Fellow of the Institute of Direct Marketing and has also served on the Call Centre Council of the Direct Marketing Association for many years.

For information, contact:

David Mieny / Andrea Willige
Email: david.mieny@sixdegreespr.com / andrea.willige@sixdegreespr.com
Tel: +44 (0) 1628 480 280 / +44 (0) 7859 923 122 / +44 (0) 7799 651 435

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