In the UAE, telemarketers will need to upskill themselves to adhere to new government regulations. Recruitment consultants are highlighting the need for telemarketing firms to enforce stricter rules, including calling only during specific times to avoid heavy fines for violations. The new regulations, announced on June 9, mandate that telemarketers can only make calls between 9am and 6pm. If a consumer rejects a product or service during the first call, the telemarketer is not allowed to call them again on the same day. Additionally, telemarketers are prohibited from calling more than twice a week if the consumer does not answer or ends the call, with violators facing penalties of up to Dh150,000 for non-compliance.
Nicki Wilson, founder and managing director of HR and recruitment consultancy Genie, emphasized the importance of training telemarketers on the new guidelines to avoid hefty fines. Wilson suggested focusing on core calling hours as a key aspect of employee training. Deepa Sud, CEO of Plum Jobs, stressed the need for telemarketers to enhance their communication skills, handle objections with finesse, and tailor messages to different personas to engage potential customers better. She advised telemarketers to focus on techniques that make their brand stand out and ensure that their calls leave a lasting impact.
While companies will be stricter in implementing these regulations, Sud emphasized the need for organizations to prioritize the consumer’s right to privacy. Investing in better quality leadership, developing cold calling strategies with compliant scripts, optimizing CRM systems for consent tracking, and accessing ‘Do Not Call’ lists will be essential for companies moving forward. Sud predicted that companies may shift towards email, WhatsApp, and SMS spamming due to challenges in training telemarketers, high turnover rates, and perceived little return on investment in training.
Nicki Wilson also mentioned the importance of firms being stricter in enforcing regulations but acknowledged the challenges of controlling remote teams. Implementing caps on call timings within internal systems could be a solution to ensure compliance. She shared an example of using a telephone system for remote workers where limits can be set on when staff can make outbound calls. Overall, telemarketers in the UAE will need to adapt to the new regulations, upskill themselves, and prioritize compliance with the guidelines to avoid hefty fines and maintain effective communication with potential customers.
