The increase in robocalling is getting a lot of attention from customers and the FCC, with some people's phones getting hit with dozens or even hundreds of calls per day. It's so bad for some consumers that they won't answer any number they fail to recognize. Many businesses focus on regulatory compliance and fines when they consider using a DNC scrub service to get customers off of their phone lists when they're added to a DNC list, but that's not the only aspect they should focus on.
Put yourself in the shoes of your customers. If you're contacting them after they've told you to stop, you're annoying them. You don't just lose them as a marketing contact; it's easy to drive them away from being your customer. In some cases, you end up annoying the wrong person at a company and you no longer have that account. Companies aren't taking the threat of business loss seriously enough to proactively do anything about it, but buyer expectations are changing and adapting. Customers now put the customer experience front and center in their purchase decisions.
The globalization of the business world results in companies having to compete on other factors than just their location, product selection, or pricing. The customer experience, which covers every touchpoint a person encounters, is the new competitive characteristic that companies need to embrace. A customer evaluates a company with each interaction they have, even before you get in contact with them directly. They read about your brand online and encounter input from their social circles. They do a lot of research about the company, their practices and the products they have to offer during this process.
Today's consumers have access to nearly endless amounts of information about companies. They're certainly going to know whether you pay close attention to the TCPA and if you're robocalling people who haven't consented to receiving that type of communication. If they hear about your company failing to adhere to the call list, then they're going to assume that your business has a bad reputation.
Some companies overlook their bad reputation because it's difficult to quantify the impact that it has on the organization. However, you can see its effects at all levels of your organization.
Another reason that it's important to proactively embrace DNC compliance is the cultural shifts that surround consent. The conversation around affirmative consent and opt-in practices have been elevated as best practices for everyone to employ. Many people have this on their minds as they learn about the ways that their data gets collected, used and sold to third-parties. Regulations such as the General Data Protection Regulation (GDPR) in the EU emphasize getting active consent rather than assuming that it's granted.
Many companies that use robocalling try to leverage the fact that they have an established relationship with the customer when they're reaching out to their current buyers. However, this reasoning no longer flies under the TCPA. If you want to reach out to your customers on the phone with robocalling, then you need their written consent prior to doing so, and you need a way to make it easy for people to opt-out of these calls.
Don't wait until you're getting fined because you ignored the DNC list and you have customers complaining and leaving you for your competitors. Fixing a bad reputation is an expensive prospect that's not guaranteed to work, so it's better to avoid the issue entirely. By proactively working on list scrubbing and ensuring that the only people you're contacting are those who have consented to be contacted, you're improving the customer experience and avoiding getting grouped into a "bad companies" list.
Manually scrubbing your phone lists is a time-consuming process that takes you away from other vital business tasks. A DNC scrubbing company offers you several professional services that can make this process much easier and more efficient.
Customers expect more out of your company than unsolicited calls. Stay on their good side through proactive DNC compliance.