In recent days, the Italian Supreme Court (Cassazione) has prohibited the practice of silent calls that call centres make to customers.
What are silent calls?
To avoid downtime, call centres use a software called “predictive” that launches more calls than the number of the operators on duty. As someone answers, the call is passed on to the first free operator.
But if you answer, and at that moment there are no free operators, a silent call occurs.
Unfortunately, the Supreme Court in trying to protect consumers has made a huge mistake, because…
…it should have forbidden
not silent calls, but spoken calls!
It’s in fact almost better to receive a silent phone call than a spoken one, if the operator on the other side reads a crazy script on the machine without even taking a breath.
In any case, we literally don’t give a damn about the sentence.
In fact, it’s a great gift for us.
We also use telemarketing.
But we’re not a call centre, and we’ve known for years that cold calling doesn’t work as before.
We also have a software.
But we keep the predictive off all the time, without the need for the Supreme Court to tell us.
We also have people making calls.
But they’re not operators reading a machine script. They’re Lead Generation Specialists capable of having a telephone dialogue with managers and entrepreneurs.
We also use scripts.
But they are created to stimulate conversations with decision makers, not to sell taralli to sciura (“Lady” in Milanese dialect) Pina.
Call centres instead, because of the ruling, will have a much higher labour cost and will raise prices.
And so, our prices, which previously seemed “high”, will now be aligned.
Moreover, call centres, since they have the productivity of a factory rather than the quality of a craftsman in their DNA, will continue to make their monologue phone calls recited on a machine.
And so, our scripts and our Specialists will still make a difference.
So, Long live the Supreme Court!
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