By Natalie van der Merwe, Head of Telephony and Andrew King, Head Voice, Visual Comms and Microsoft at Vox
IN recent times, call centres have increasingly turned to mobile numbers for their outbound calls – a tactic that, while effective, stands in violation of regulations and poses significant risks to both reputation and brand perception.
According to the ICASA 2016 Numbering Plan Regulations, using mobile phone number ranges like 082, 083, or 072 for fixed-location services such as call centres is prohibited. The penalties for such non-compliance can be as high as R3-million per infringement.
Despite this, South Africans are enduring a dramatic rise in spam calls, with a large percentage emanating from mobile numbers. Many of these call centres exploit prepaid SIM cards with unlimited calling bundles or spoof mobile numbers to increase their answer rates. This makes returning calls impossible and reporting them becomes futile, as numbers are swiftly swapped out when flagged for abuse.
The effectiveness and risks
Despite being against regulations, the use of mobile numbers is undeniably effective. Call centres employing these methods report a connect rate of 69% compared to just 29% for traditional landlines.
This metric is crucial, as each successful connection increases the number of potential leads, which can ultimately translate into successful sales. In a challenging economic climate, it’s understandable why companies might be tempted to opt for this approach, despite its reputational and financial risks.
To date, the R3 million fine remains the only tangible consequence these companies face. For many, this fine is negligible when weighed against the potential R50 million revenue that could be generated. Thus, the choice for some companies becomes one of short-term gain over long-term brand integrity.
The call for ethical practices
As the barrage of spam calls continues, there’s a pressing need for regulations to be stricter and more rigorous, particularly to protect consumers. However, companies have the opportunity to choose a more ethical path – one that minimises the impact of spam on customers and aligns with the efforts of organisations like the Internet Service Providers’ Association (ISPA) and Vox.
In April, ISPA reached out to the Independent Communications Authority of South Africa (ICASA), urging them to take decisive action against the unlawful use of mobile numbers by call centres operating out of fixed premises. The organisation is advocating for the use of legitimate, assigned geographic numbers and is supported by ISPs committed to protecting both consumers and the industry.
This practice of using mobile numbers is not just harmful to consumers but also detrimental to those companies that adhere to ethical standards. Those playing by the rules are not just falling behind but are also being unfairly judged alongside those engaging in less scrupulous practices, leading to consumer frustration and disengagement.
The path forward
Change needs to originate from the brands themselves. By embracing ethical best practices and partnering with service providers who comply with regulations and prioritising brand reputation, companies can position themselves on the right side of change. This proactive approach ensures that when regulatory compliance becomes more stringent, they won’t need to overhaul their systems or processes. Instead, they will already be ahead of the curve.
For industry leaders like Vox, taking a stand is essential. Trusted service providers ensure companies are not exposed to any contraventions of numbering or calling practices, offering value-added services that enhance success rates without compromising on reputation or risk. Aligning your contact centre with the law not only safeguards your brand but also ensures sustainability.
While mobile numbers may do a lot of the talking, customers do too. As word spreads about poor practices, companies that adhere to ethical standards are the ones that will thrive. Are you curious about how embracing ethical practices can set your brand apart?
Actionable Steps:
- Evaluate current call centre practices against regulations.
- Partner with service providers that prioritise ethical standards.
- Adopt geographic numbers for enhanced compliance.
- Engage with industry bodies like ISPA for support and guidance.
