Call centres are thriving despite the outsourcing of much telemarketing and other operations to India and elsewhere, a report has found.
ContactBabel’s The UK Contact Centres in 2007: The State of the Industry study shows that the British call centre industry grew six per cent last year to be worth £20.6 billion.
Steve Morrell, principal analyst at the firm, gave data intelligence tips to telemarketers, urging them to ensure that they have the right customer information: “Cold calling is increasingly seen as old-fashioned, expensive and potentially damaging to a company’s reputation.
“Legislation at a national and European level has reduced the number of unwanted sales calls that UK consumers receive.”
This more efficient use of data intelligence is marked in a decline in outbound calls being made by telemarketers. In 2005 they accounted for 32.9 per cent of all outbound calls yet last year, for the first time ever, the proportion was now only 29.1 per cent.
In addition to a shift in outbound call volumes, there has been a change in outsourcing.
“The amount of new work going offshore is slowing, with 2006 seeing several high-profile companies announcing their return to the UK,” added Mr Morrell.