September 2007 DMA Telemarketing Manifesto 1

DMA MANIFESTO EXPO 2007

September 2007 DMA Telemarketing Manifesto 2

DMA MANIFESTO

Colin LloydChairman of Telephone Preference Service

Mike LordanDirector or Compliance DMA

John PriceChairman of DMA Telemarketing Council

Brookmead Consulting and Price Direct

September 2007 DMA Telemarketing Manifesto 3

DMA MANIFESTO

A platform for the long term development and sustainability of the industry

“Consumers are in control of telemarketing’s future – it’s time to treat

them with respect

September 2007 DMA Telemarketing Manifesto 4

What got us here

• 10 years of imbalance of technology• Public thinks this is unacceptable• Imbalance not sustainable• Introduction of new legislation• Risk of further legislation• The future presents big challenges

September 2007 DMA Telemarketing Manifesto 5

Where are we now

• Contact centres employ 800,000 people• We sell £3 Billion year• We are worthwhile

• Jobs in low employment areas• Helped growth of whole economy

• We can do better – we need to

September 2007 DMA Telemarketing Manifesto 6

Time to create new model

• DMA Contact Centre Council• TPS, Direct Marketing Authority• DMA Governance, DMA Board

• Developed this strategic direction• For the four parts of the puzzle

• Public• Companies• Agents• Regulators

September 2007 DMA Telemarketing Manifesto 7

Statement of Strategic Direction

Treat the medium with respect

• Tell the public what they can expect • Promote responsible telemarketing• Support call centre agents• Ongoing leadership advising legislators

September 2007 DMA Telemarketing Manifesto 8

Statement to the public

• Unacceptable inconvenience• Agreement about acceptable behaviour• Differentiation from rogues• Publication of rules

• Plain English guide to our ethic• Free to public (web site)• Available to press and legislators• Involvement of politicians

September 2007 DMA Telemarketing Manifesto 9

Responsible practitioners

• Understanding the reasons why• Not just rules but growth• Short term pain perhaps• Long term sustainability• New best practice guidelines• Beyond DMA code

• E.g. Outsourcing guide www.dma.org.uk/xxxxx.

September 2007 DMA Telemarketing Manifesto 10

Support to agents

• This is a people business• People talking to people• Agents are in the majority• Agents take the rejection• Agents hold our brand values• A key group not directly represented in

any industry forum • DMA will support them

• Publish guidelines what to expect• Information to improve agent confidence

September 2007 DMA Telemarketing Manifesto 11

Regulation thought leadership

• DMA will monitor the medium • Anticipate potential threats• Research changes• Impact of new technologies

• Encourage consultative approach• Good relationship with Ofcom• Future of TPS• Role of DM Authority

September 2007 DMA Telemarketing Manifesto 12

Rebuild Trust

• We can begin to turn back the tide• Only possible by taking a lead• The DMA Manifesto sets out

• To encourage better practice• Respect our customers• Support our callers• Take responsibility for the medium

September 2007 DMA Telemarketing Manifesto 13

DMA MANIFESTO

Colin LloydChairman of Telephone Preference Service

Mike LordanDirector or Compliance DMA

John PriceChairman of DMA Telemarketing Council

Brookmead Consulting and Price Direct

September 2007 DMA Telemarketing Manifesto 14

DMA MANIFESTO EXPO 2007