Call Center can wipe operations and revenues after the ' Do Not Disturb ' list

Telemarketing companies that provide services to the telephony companies will face impacts with the implementation of the "Do Not Disturb" national list. The segment that operates with active sales of telephony services, TV by subscription and Internet provides, with the measure, reduction of operations and billing. Although the measure is specifically for the telephony segment, it is a warning for the whole market that operates with customer service, explains the consultant of the Instituto ISAAC Martins specialist in the commercial area in telesales, Isaac Martins. "In general, no one has anything against the telemarketing or the sales services, but they don't like the exaggeration of calls." Although he believes that the list will bring impacts, Martins assesses that companies are not going to "close the doors". However, for him, the segment will have to adapt to a new way of acting. " There is a great possibility that the list would generate a cascading negative effect, with a decrease in the operations team. That is, of all that involves the telecommunication infrastructure, "says the IT director of the Internet Communications services company Brazil Connecting, Ricardo Souza. Today, the telemarketing sector is one of the largest employers in the country. An example of this is Atento, which in March was the company with the largest contingent of workers in the country, just over 73000 employees, according to information from the general registry of employees and unemployed (Caged). Due to the large size of the sector any change that occurs, no matter how small, generates impacts. Therefore, Souza sees that every process of customer relationship will change. The President of the data management company and call center services DBios, Dijalma dos Santos, agrees that the list will reduce the number of professionals working in the area. For him, with the approval of the fragile consumer, the situation of telemarketing companies is serious and the tendency is to get worse. Santos explains that teleshopping companies, mainly active sales, will have to adapt to reducing the lower number of consumers accessible to the bonds. Souza, from Brazil Connecting, also believes that the changes will be difficult. This is because, according to him, today, telemarketing companies are more concerned about keeping their operators busy – with a lot of connections – than with the quality of services. "The segment has no habit of thinking about strategies." For this reason, for Santos, president of the DBios, the implementation of the list can improve the provision and quality of active sales services in the long term. "The segment had become a nuisance for the consumer who does not appreciate receiving several calls on the same day," he says. It was to try to solve this discontent that the National Telecommunications Agency (ANATEL) determined the creation of the list. The companies Algar, Claro/Net, Nextel, Hi, Sercomtel, Sky, TIM and Vivo had to adhere to the channel "Do Not Disturb" so that customers who do not want to receive calls can register. The measure took effect on July 13 and in the first hours 600,000 people joined. Souza, from Brasil Connecting, considers that the large number of adherence to the list is part of the negative factors of the measure. However, for him, the value is still small before the size of the telemarketing companies ' base of connections. Like the president of DBios, Souza agrees that the list will promote improvement of services. According to him, telemarketing calls were being made abusively and without any rule, which will improve from now on. The commercial director of Brazil Connecting, Rodrigo Silva, also sees gains, mainly, in the exchange of interests between companies and customers. "Now, the customer can choose whether they really want to receive a call, an email or any other advertisement." Regulation the president of the consultancy specializing in the relationship with the customer Lederman Consulting & Education, David Lederman, assesses that, in order to alleviate the impacts, the telemarketing sector could be regulated to prevent consumer abuse and Avoid losing "the golden Goose". Now, unfortunately, the list is the only way, "says Lederman. Even companies having to adapt, the executive considers that the measure tends to be positive for the market. He explains that opening space for permission marketing, which asks the consumer what channel he wants to interact with will favor the segment in the future. For the lawyer and partner of BVA Advogados, Felipe Barreto Veiga, the list was answered to the "clamor of society" unsatisfied with telemarketing services. So, according to him, the measure could have been firmed before. "The phone is falling out of use, there are several other more efficient mechanisms, such as social networks. Therefore, the trend was already reduced in the telesales "Veiga believes that the list of" Do Not Disturb "can, over time, extend to other areas that work with telesales, in addition to the Telephony branch. As an example, he cites companies selling health plans. "Choosing how and when to receive product news or purchase options can become a requirement for consumers."