Telemarketing Forum: DialAmerica President Says Caller ID Needed for Accountability

Share this content:
WASHINGTON -- Telemarketers need to transmit caller ID information to consumers in order to maintain credibility and keep themselves accountable to the public, Art Conway, president of DialAmerica Marketing, said yesterday.

Conway, speaking at the Federal Trade Commission forum on the Telemarketing Sales Rule, argued that technical problems commonly cited by telemarketers as the reason they cannot transmit caller ID information can be overcome. Telemarketing calls often show up on consumer caller ID boxes as "unavailable," even if the telemarketer is not actively blocking caller ID.

"That's the return address," Conway said of caller ID. "If people want to put in the money to get caller ID, why shouldn't you leave a return address?"

However, others at the meeting said that though the problem with caller ID sometimes originates with the telemarketer, it also can lie with telecommunications providers. If a call sent by a telemarketer crosses any part of a telephone network that cannot carry caller ID on its way to the consumer, the caller ID data is lost.

"The technology is very good technology," said Sid Underwood, director of product design for SBC Communications. "But there are limitations in the network itself."

However, if the FTC makes the rule, telecommunications companies will have to work quickly to bring their equipment into compliance, Conway said. Otherwise, telemarketers will be forced to choose competing telecommunications providers who already have the technology to transmit caller ID.


Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above