The Direct Marketing Association (DMA) has called for telemarketing firms to embrace strict compliance with best practice guidelines to change consumer conceptions of telemarketing.
The directive is part of the DMA’s new Telemarketing Manifesto which will be unveiled at Call Centre Expo in September 2007, and outlines the methods by which attitudes towards telephone marketing and contact centres can be improved.
Robert Dirskovski, head of interactive media at the DMA, said the association believed a better perception was possible and essential for the industry.
“Over 800,000 people are employed in the contact centre industry in the UK and the industry is vital to the way we live today,” he said.
“It is the most responsive of any communications medium, yet its image is one of unwanted cold calls and bad service.
“We want to change that image by rallying the industry to recognise the importance of best practice and compliance.”
The DMA believes this aim can only be achieved through strict adherence to its Code of Practice and Best Practice Guidelines and through a realistic investment in infrastructure and pay.