Mobile operators create joint code of ethics for telesales
Oct 22, 2009
Telefónica O2 and T-Mobile introduced a new code of ethics for telesales. Both operators cover roughly 80% of the mobile telecommunications market and regularly use telesales to offer new services to customers. According to internal data from both companies, it is a very effective sales channel with a continuously growing share of overall sales. The new code of ethics is instrumental to maintaining and improving the quality of sales and more substantial consumer protection.
"A constantly growing number of consumers are accepting telesales. Up to a quarter of our sales are carried out through active outgoing calls regarding, for instance, offers selling internet connections or tariffs," says Aleš Jelínek, Sales Director, Telefónica O2, adding, "With the growing share of such sales, the importance of setting clear rules for this prospective sales channel, ensuring their compliance, and eventually extending them to the entire market is increasing. I'm glad that two major players have agreed on a common approach and are introducing a Codex that will regulate this field."
The new code of ethics establishes clear rules for the sale of products over the phone, defines the ethics and professional conduct of sales representatives in relation to consumers. It also defines the method of conducting a sales call, specifically states the obligation of the sales representative to always introduce themselves, state the name of their company, the name of the company whose offer they are presenting, and the purpose of the call, and give the consumer the opportunity to stop the conversation at any time. The Codex also states that the consumer can submit a complaint regarding the sales representative's approach, and for greater consumer protection the code of ethics forbids calling from a hidden number.
"We regard the acceptance of the code of ethics as an absolutely essential step towards the ensuing advocacy of ethical rules in communication with customers. Its introduction is not only increasing the level of communication, but also the quality of services being offered and customer awareness,"< /em>says Miroslav Rakowski, Director for Customer Care and Sales, T-Mobile.
The signatories of the Codex are putting the new code of ethics into effect in their internal call centers, then gradually in all external partner call centers that run sales campaigns for them.
According to an internal O2 survey, up to 56% of mobile operator customers have been offered products and services over the phone. It is in the interest of consumers and the companies affected to maintain the quality of sales in this sales channel and improve monitoring mechanisms.
The inspiration for this Codex came from abroad, primarily from Great Britain, where it has already been implemented and is respected throughout the entire telecommunications market.
The full version of the document is available to download at http://www.cz.o2.com/osobni/en/103945-nas_odpovedny_pristup/ or http://www.prosvetkolemnas.cz/ferove-podnikani/index.html.
Contacts
Martin Žabka
Spokesperson
Telefónica O2 Czech Republic, a.s.
public.relations.cz@o2.com
tel: 800 163 342 (800 1 media)
About Telefónica O2 Czech Republic
Telefónica O2 Czech Republic is a major integrated operator in the Czech Republic. It is now operating more than seven million lines, both fixed and mobile, making it one of the world’s leading providers of fully converged services. The organization offers the most comprehensive portfolio of voice and data services in this country. It is paying special attention to the exploitation of the growth potential, particularly in the data and Internet sector. Telefónica O2 Czech Republic operates the largest fixed and mobile network including a 3rd generation network, CDMA (for data), and UMTS, enabling voice, data and video transmission. Telefónica O2 Czech Republic is also a notable provider of ICT services.
About Telefónica Europe
Telefónica Europe is a business division of Telefónica comprising mobile, fixed, and DSL operations in the UK, Ireland, the Isle of Man, Germany, the Czech Republic, and Slovakia. With the exception of Isle of Man, all the operating businesses use 'O2' as their consumer brand. Telefónica Europe also has 50% ownership of the UK and Irish Tesco Mobile and German Tchibo Mobilfunk joint venture businesses. Telefónica Europe is headquartered in Slough, UK, and has 49 million mobile and fixed customers.
About Telefónica
Telefónica is one of the world’s largest telecommunications operators by market capitalisation. Its activities are centred mainly on the fixed and mobile telephony businesses, while its broadband business is the key growth driver underpinning both. It operates in 25 countries and has a global customer base of 260 million. Telefónica’s growth strategy is focused on the markets in which it has a strong foothold: Spain, Europe and Latin America. Telefónica is a 100% private sector company with its shares listed in Madrid and other stock exchanges and more than 1.5 million individual shareholders.
