Could CLI Localisation Improve Your Contact Rate?


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Martyn King explains what CLI localisation is and how it can increase your contact rate.

What is CLI localisation?

CLI localisation is a technology that allows an organisation to present a number that is familiar to the recipient, rather than a withheld, unknown or premium rate number (premium rate numbers are non-compliant, although some organisations continue to use them).

The presented number is adjusted depending on the area code of the number that’s dialled. This means that the recipient always sees a local, recognisable number on screen before they answer. As you can imagine, this can cause an increase in the number of calls that are answered over a given period.

The term was originally introduced after commissioned research from Nexbridge Communications showed consumers were significantly more likely to answer calls from localised numbers.

How does it work?

The solution uses the allocation of UK number ranges by Ofcom, the industry’s regulatory authority. It is only possible because UK telecoms providers are allocated with number ranges for each area of the UK.

It takes a dialled number, matches it to a CLI associated with the same geographical area code, and presents this matched CLI to the recipient when a call is made.

If the dialled number is a landline, a number with the same area code is presented. If the dialled number is non-geographical (e.g. mobile), it is matched to a geographical area code using an internal database, or a customer data list.

You may ask, “Is this not deceiving the called party?”

But provided you have the legally required consent to make each outbound call, there should be no issue with presenting a number that the called party perceives as familiar to them. When outbound calls are conducted in compliance with regulations, CLI localisation is a completely ethical solution to implement – especially considering all recipients are able to opt out of further calls instantly, at their request.

The solution just supplies the removal of any pre-call judgements that a call recipient makes when their telephone rings with an unfamiliar number.

Advanced options

Further features of CLI localisation include:

  • Advanced returned-call routing. Returned calls can be routed in a number of ways, either back to the original agent, team, an IVR menu, or to a voicemail to email inbox.
  • Works with calls to mobiles as well as landlines.
  • Fine-tune by specifying repeat call patterns, and using fixed and manual modes when you require them.

Combining CLI localisation with live TPS cleansing

Some call providers offer TPS cleansing services as well as CLI localisation. This means calls can be screened using the official TPS register to ensure calls are not made to the wrong people.

This provides the perfect complement to CLI localisation as, for outbound call centres, the importance of compliance with industry regulations cannot be underestimated.

With thanks to Martyn King at Nexbridge

Author: Megan Jones

Published On: 22nd Apr 2015 - Last modified: 31st Oct 2017
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