A critical review of compliance and call quality monitoring in Phonetic’s insurance tele-marketing campaigns

Aldridge, Alison (2014) A critical review of compliance and call quality monitoring in Phonetic’s insurance tele-marketing campaigns. Other thesis, University of Bolton.

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Disseration - Alison Aldridge for MBA (1308500).pdf - Accepted Version

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Abstract

Phonetic is a tele-marketing agency that focuses on outbound lead generation mainly in the insurance sector. They make appointments and transfer prospects by telephone to their insurance/broker client’s teams for a quote at the time of the insurance renewal. Insurance organisations are authorised and regulated by the FCA (Financial Conduct Authority) as are Phonetic. As a result, there are certain guidelines that any authorised company needs to interpret and adhere to when making calls to prospects. Increasingly call quality and compliance is becoming a key area of focus alongside hitting traditional quantitative targets. The study examined how Phonetic’s insurance clients interpreted the FCA guidelines into call guides and call quality monitoring requirements for both their internal teams and external outsourcers. It consisted of secondary data analysis of call quality forms as well as questionnaires to key client contacts and semi-structured interviews to compliance contacts with client organisations. The research unveiled that many insurers and brokers have a focus on both qualitative and quantitative measures. However, organisations with both an internal team and external outsourcers performing the same function rarely have an aligned approach to managing all parties. The size of the parent organisation heavily influenced whether a contract was in place, which in turn affected the level of formality agreed regarding call quality monitoring and compliance. Recommendations include a review of all call quality monitoring documents internally within Phonetic as well as facilitating a review amongst clients with multiple teams to ensure they have a consistent approach to managing all teams that perform the same function. In addition, for the compliance and training departments within Phonetic’s clients to become more involved in the campaign and the qualitative targets set. Finally, for Phonetic to create a call quality monitoring system that allows any user to access call quality records for any agent on any campaign allowing greater transparency and knowledge sharing of best practice.

Item Type: Thesis (Other)
Additional Information: Dissertation submitted in part fulfilment of the Master of Business Administration.
Divisions: Business, Accountancy and Law > Business
University of Bolton Theses > Business
Depositing User: Tracey Gill
Date Deposited: 10 Jul 2014 11:06
Last Modified: 06 Jun 2019 14:54
URI: http://ubir.bolton.ac.uk/id/eprint/630

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