Much Ado About Privacy

Is it me or have we all started to go off the deep end a bit on the privacy issue?

Of late, it seems nary a day goes by that someone from within or outside our calling profession revisits the issue of consumers who don’t want to receive unsolicited telephone calls and why we’re not doing enough to stop this reckless invasion of their personal privacy.

The issue has spawned federal and state legislation, “do not call” lists and services from both industry associations and private consumer advocacy groups, and an onslaught of commentary from the trade and general press. Yet unwanted calling continues. Before we delve into why that is and what can be done about it from a purely practical standpoint, let’s examine the current state of telephone privacy.

The Telephone Preference Service (TPS), which is maintained by the Direct Marketing Association (DMA) and supported by the American Telemarketing Association (ATA), encourages consumers who do not wish to be contacted by telephone to place their names on this national list. Companies can then use the list to purge their files accordingly. Much like the DMA’s Mail Preference Service, this effort is a great first step in reducing the number of calls made to people who don’t wish to take them and in reinforcing the calling industry’s commitment to self-regulation.

Obviously, TPS has its limitations. Despite significant promotion of TPS via the channels available to the industry, most consumers may not be aware of the service or may not be inclined to put their names on the list. In reality, not every company that places calls nationally uses this voluntary service. And TPS does little to stem calls from regional or local companies.

A mechanism was needed to address the “do not call” issue with individual companies at the point of contact. The Telephone Consumer Protection Act of 1991 (TCPA) requires calling firms to develop and maintain suppression lists of consumers who have requested that the company never contact them again. I believe the Fortune 1000 companies and outsourced service bureaus that conduct most consumer calling understand the law and continually strive to comply.

Still, unwanted calls can fall through these two safety nets. Consumers often don’t take the time to request that they not be solicited in the future or don’t understand that they have the right to do so. Sometimes call center logistics are involved. It may be difficult or even downright impossible to suppress a name in real time when a company has several different divisions doing simultaneous calling. (That’s not an excuse, just a real-world obstacle.)

So what can telephone-sensitive consumers do to handle the remaining calls that do get through? Here are some thoroughly practical (if politically incorrect) ways to get a grip and save a gripe.

* Get caller ID. This handy technology allows you to screen incoming callers by the telephone number they are calling from. Some units even offer a remote attachment so you don’t need to run to the phone to check a call. An 800 number is a dead giveaway some company is trying to contact you. But it may be a firm checking on your recent order or notifying you about a recall. When you pair caller ID with voice mail service from your local phone company you’ll be sure to receive those important messages.

* Get an answering machine. This way you can screen callers by voice instead of (or in addition to) the number they are calling from.

Disadvantages: You can’t screen calls before you pick up the line.

Advantages: Unlike voice mail, an answering machine allows you to pick up a call while someone is leaving you a message. And most automated dialers will detect a machine and immediately drop the line.

* Listen for the dialer. If you pick up your phone, there’s no one there, and you hear no background noise after you say hello, you’ve been reached by an automated dialer (another sure sign of an unsolicited call). Just hang up before the telemarketer gets on the line. (The call will be rescheduled for a callback at another time, but at least you will have avoided this particular call at this time.)

* Get a Phone Butler recording device. If you’re waiting for a call that you don’t dare screen and find a live telemarketer on the line, you can simply play a recording that announces you do not take these kinds of calls and requests that you be removed from their list.

* Be straightforward. You don’t really need a recording to politely and quickly end a solicitation call. Interrupt the caller, ask to please be removed from their list and hang up. Note: Your “Notinterested” objection will usually be met with a rebuttal. The “Remove me from your list” response is the quickest way to end the call and avoid future calls.

As a telephone professional and call center consultant I regard telemarketing calls as important research. And I have responded favorably to calls that interest me. But when I’m not working or not in the mood to talk, I either use my answering machine to screen calls or terminate a badly timed solicitation call politely on my own.

I do this for the same reason I weed out the bills and important correspondence from my huge pile of mail every day. Or flip channels during TV commercials. Unwanted commercial solicitation is a fact of life that cannot realistically be regulated or argued away.

Using my umbrella is a better solution than shaking a fist at the rain clouds.