What is a silent call?
When a customer answers the phone but there is no response. There is no way of them knowing if there is another person at the other end of the call.
How are silent calls made?
The majority of silent calls are not made deliberately. They are often caused by automated systems known as diallers.
Diallers call a database of telephone numbers, automatically connecting to a call centre agent as soon as the phone is answered.
But it doesn’t always work as intended. For example, if the dialler makes a call but there is no call centre agent available, this will result in a silent call.
What is the law on silent calls?
A change in law which came into force in Spring 2017, means call centre directors could face fines of up to £500,000 if your company is found responsible of silent calls.
The government hopes the new law will help to clamp down on the problem faced by customers.
The Information Commissioner’s Office (ICO) can impose the fines if call centres and the people running them are found to be in breach of the privacy and electronic communications regulations.
The digital and culture minister, Matt Hancock, told The Guardian: “Nuisance callers are a blight on society, causing significant distress to elderly and vulnerable people.
“We have been clear that we will not stand for this continued harassment and this latest amendment to the law will strike another blow to those businesses and company bosses responsible.”
Elizabeth Denham, the information commissioner, added: “The people running nuisance call companies have little regard for the anxiety and upset they cause all in the name of turning a fast profit.
“We are inundated with complaints from people who are left shaken and distressed by the intrusion on their daily lives.
“We’re quick to fine the companies responsible but we’ve been speaking to the government about going further than that because we must do all we can to help protect people from these calls.
“Making directors responsible will stop them ducking away from fines by putting their company into liquidation.”
The ICO has issued fines totalling almost £3.7m to companies behind nuisance marketing. This year alone, the ICO has fined companies responsible for more than 70m calls.
What can you do to avoid silent calling customers?
The CCP network can help you find a call centre that can help you target customers in a more effective way. Whilst diallers, when used correctly, can provide great results they may not be the right approach for your business.