Telemarketing Rules in Singapore that all Business Owners, Property Agents and Financial Advisors Should Know

Telemarketing is one of the most effective marketing strategies used to boost sales and generate leads. However, it can also be tough and challenging if not executed correctly. Cold calling can be stressful at times.  There are days when the called party is caught in a bad mood and does not want to entertain a call from a salesperson.  Unsolicited calls while having dinner or during a meeting are not what most Singaporeans want to deal with.

The PDPC (Personal Data Protection Commission) Singapore put into force the DNC (Do-Not-Call) Registry in 2014. Singaporeans who do not wish to receive calls from telemarketers may submit their contact numbers to get listed with the DNC Registry. Business owners, Property Agents, Financial Advisors, and other institutions that use telemarketing must check with the DNC Registry before performing any call or face up to SG$10,000 fine.

To further improve professionalism in the telemarketing industry, the CCAS (Contact Centre Association of Singapore) developed the telemarketing guidelines for its members. It also serves as a guide for other business entities and organizations that use telemarketing to promote their product and service.  The telemarketing guidelines were created to ensure the telemarketers abide by the code of conduct. Contact Centres are expected to follow the guidelines. Supervise the representatives and monitor proper language is used when making calls. Telemarketers should not call at an inconvenient time. If the customer agrees to a follow-up call, the representative must call on the agreed date and time.

Legislative Compliance

Abide by Singapore laws and regulations and jurisdictions about calls placed and received.  Do not send voice calls, text messages, and fax messages to phone numbers registered with the DNC registry.

Professionalism

Telemarketers must professionally perform their job. They should be polite when speaking to a customer. Must be honest and not make false claims that can mislead the customer.

Call at the right time

Do not call before 8 am and or after 9 pm. Calls must be made 8 am to 9 pm during weekdays, and from 9 am to 6 pm on Saturdays. Phone calls should not be made on Sundays and public holidays.

Proper identification

A telemarketer must introduce himself to the customer.  State the company he represents and give the purpose of the call.

Competency

Telemarketers must have appropriate training and sound knowledge of the product or service they offer.

Provide Information

If requested by the customer, provide information such as telemarketer’s name, company or organization the telemarketer represents, and nature of business.

DNC Registry

Maintain a DNC database. It must always be up-to-date. Provide telemarketers with a Do-Not-Call list. Do not share the DNC list without the client’s consent.

Frequency

Do not call a customer more than once a month regarding the same campaign except for a follow-up call.