When it comes to running an outbound contact center, it’s critical to stay on top of compliance laws and restrictions. The reason is not only to avoid costly fines, but to manage a more efficient and profitable operation. If you combine regulatory compliance with smart dialing strategies, you will cut costs in payroll, data, and compliance – your three biggest costs – AND, increase your revenue. There’s your profit.
In this guide, we offer five best practices that will help support compliance AND profitability for your outbound dialing.
1. Buy permission-based compliant data
While more expensive, using compliant data reduces fine risks and increases contact and conversion rates
When possible, outbound contact centers should make it a best practice to purchase high intent leads for their outbound dialing campaigns. Lead generation likewise needs to follow permission-based acquisition (opt-in’s) at the least and preferably, a consent-based marketing model.
It’s really just a logical approach: if someone is interested they are more likely to accept your call [not block it] and your chances of conversion are much higher. And if you’re connecting with more people, you end up needing to purchase fewer leads. But your cost savings don’t stop there. Now that your agents are having more conversations, your payroll ROI AND morale just went up (read “more sales and higher retention,” especially of your best reps).
Invest in third party resources which are extremely helpful for increasing compliance of your leads and outbound campaigns, including highly rated companies such as ActiveProspect, Jornaya, Contact Center Compliance, and more.
However, some people think that if they are buying expensive data that they no longer need to worry about compliance. If only it were that simple! We inquired about this misconception with outbound call center expert Heather Griffin, and in this video clip she explains why compliance is still essential – even with “compliant leads.”
2. Incorporate Dynamic Scripting and State-based Routing
The right script at the right time to stay compliant with state laws and improve conversions
Dynamic scripting is an automated tool for outbound call center scripts that uses lead data in conjunction responsive scripting to help agents engage in a more personal conversation that guides the lead toward conversion. By knowing what to say and when, call center managers can be assured their agents adhere to special language or disclosures required by a state or region.
State-based routing allows the dialer to automatically drop in the right script for the compliance requirements to the agent’s screen. Dynamic Scripting also reduces training costs and agent ramp-up time.
3. Choose a solution with readiness for STIR/SHAKEN
A provider certified to give A-level attestation to support legitimacy
[Secure Telephone Identity Revisited and Signature-based Handling of Asserted Information Using toKENs]
STIR/SHAKEN is an industry-wide initiative that went into effect in July 2021 to prevent fraudsters from scamming consumers and businesses through robocalls and illegal phone number spoofing, while making sure that legitimate calls reach the recipient. STIR/SHAKEN is not a law, but a suite of rules and procedures developed by the telecommunications industry to improve call integrity by authenticating the caller ID information associated with a phone call by assigning that call with an encrypted “digital fingerprint.”
Make sure you are working with a provider that is certified to sign calls on your behalf in accordance with the STIR/SHAKEN framework and provide A-level attestation.
4. Determine if calls are flagged or blocked and swap out DIDs quickly
A tracking tool for insights to manage caller ID reputation for higher contact rates
Even when you’re using expensive, compliant data, your calls can be blocked or labeled as scam-likely. Further you may not even know why your agents are burning through expensive leads.
One of the biggest culprits of low contact rates for outbound calling campaigns is the increasing problem of calls being blocked (by carriers and consumers) or flagged as possible spam risk. Third party algorithms can punish even legitimate businesses calling leads that are consent-based.
To increase revenue and cut costs, outbound dialing today means getting insights into the caller IDs or numbers that are being flagged or blocked or showing up in a complaints database.
5. Adapt continuously to latest compliance regulations
Compliance awareness and flexibility to change avoids unnecessary costs
Adaptability is crucial in order to address the latest compliance regulations as they evolve. Call center owners and managers need to keep up-to-date with industry changes and even seek legal counsel about the how these variations impact their operations.
Be sure your technology partner, your contact center software provider, is on top of compliance issues and supports best practices. Compliance is not provided by your dialer but with the right tools and smart outreach strategies for responsible dialing, you can dial smarter, not harder.
Some examples of recent fluctuations in compliance laws impacting outbound dialing in 2021 include:
- U.S. Supreme Court landmark TCPA ruling
- Florida passes ‘Mini-TCPA’ impacting outreach to state residents
- New House bill to give back stripped powers to FTC
These 5 best practices are just some of the ways to run a compliant and profitable outbound contact center. If your operation is a high volume call center, check out our article discussing 15 Best Practices for Outbound Call Centers with 50+ Agents.
And finally, while not directly a compliance best practice, increasing contact rates has everything to do with improving profitability. Which is why we bring you this bonus best practice about voicemail detection.
BONUS: Use accurate Answering Machine Detection (AMD)
More conversations with live prospects means higher conversion rate
When outbound contact center agents persistently reach a voicemail throughout their calling day, it’s not only discouraging but represents growing costs that are not offset by revenue. When considering best practices for compliance and profitability when outbound dialing, accurate answering machine detection is an essential tool.
Be sure your outbound call center uses technology that ensures maximum accuracy in AMD. The result will:
- Minimize unproductive time for your agents
- Reduce your cost per acquisition (CPA)
- Improve agent morale
- Reduce the time to detect
- Boost contact and conversion rates
Visit our Compliance Resource Center for more information about compliance in outbound dialing.