Sytel Calls On OFCOM To Uphold Its Dialer Guidelines

December, 2006

Sytel Limited has urged Ofcom to uphold its recent crackdown on the persistent practice of nuisance calling.

Sytel Limited, a leading supplier of call centre solutions, has urged Ofcom to uphold its recent crackdown on the persistent practice of nuisance calling. In a statement issued last month, Ofcom threatened to fine companies who flaunted the 3% ceiling on silent or nuisance call, and although several companies have been reprimanded, no fines have yet to be levied.

Commenting, Michael McKinlay, managing director at Sytel Limited said; “For many years Sytel has campaigned for compliance and we have repeatedly warned of the consequences to the outbound market of unregulated dialing. Sometimes markets need to be saved from themselves and without continued vigilance from Ofcom, bad practices will continue and any hope of a sustained recovery in outbound activity is unlikely to be realised. We are aware that many dialer suppliers do not force compliance on their users because of concerns about loss of performance.”

“The key to any efficient and fair market is that practitioners who step outside defined guidelines should be made very aware of their actions and it they persist in them, should be penalised. We want to see Ofcom continue to actively monitor the outbound market and if abuses continue at current levels, take punitive action against offenders.” McKinlay continued.

Silent calls are generated by call centres in industries including telemarketing, market research and debt collection. Use of predictive dialers means that more live calls are sometimes delivered to a call center than its agents can handle. In order to minimize the impact of nuisance caused to consumers, Ofcom’s directives include the following provisions:

  • The abandoned call rate must be no more than three per cent of live calls on each individual campaign over any 24 hour period;
  • all abandoned calls must carry a short recorded message, identifying the organisation on whose behalf the call was made;
  • a caller line identification (CLI) number must be presented on all outbound calls that are generated automatically. CLI allows people to find out who called them.


Separately, the Government confirmed it had increased at Ofcom’s request the maximum fine Ofcom may impose on offenders, from £5,000 to £50,000.

Based in the UK, Sytel Limited provides call centre solutions to organizations in over 30 countries. In the outbound world, its predictive dialer, Softdial Plugin®, is recognized as being the leading dialer for delivering effective performance under compliance. Sytel has campaigned in all major markets for responsible rules for predictive dialers and acts as adviser on dialer regulations to many national marketing and government bodies around the world.

What We Offer

Sytel Limited develops and supplies Softdial Contact Center® (SCC), offering multimedia, multichannel, fully blended cloud contact center solutions, for quick and easy deployment by partners offering CCaaS or enterprise users. All Sytel cloud components are secure, resilient and scale seamlessly from 10 agents to 10,000+, whether local, mobile or remote.

  • Flexible Contact Center Platform

    Softdial Contact Center™ – tightly integrated modules, designed to deliver at scale

  • Blended Media Desktop

    Fully customisable, multi-channel, multi-session workspace

  • Work Anywhere

    Browser-based tools, no software installation required

  • Cloud Or On-Premise, Multi-Tenant

    Scalable, resilient, secure, proven

  • Customise, Localise, White Label

    Design all user interfaces to individual requirements

  • Integration Via APIs

    ‘Swap out’ components and integrate with 3rd party apps

  • World Class Development

    Continuous evolution pushing technical boundaries


Softdial Contact Center™ (SCC) is designed to be flexible, extensible and scalable, integrating with any legacy equipment, and meeting the most complex of requirements.

  • All Media Types

    Voice, chat, email, social, etc – fully integrated and blended

  • Agent Multi-Tasking

    Work with multiple live contact sessions of any media type

  • Dynamic Media Blending

    Automated, ‘best available’ decisions to blend and balance work load across all media types

  • Predictive Dialing

    Best-of-breed performance under compliance

  • Intelligent Routing

    Smart rules and ‘best-available’ decisions to drive great customer service

  • Agent Scripts

    Help agents achieve and maintain excellence

  • Voice and Screen Recording

    See and hear exactly how agents are interacting

  • Analytics and Data Feeds

    Measure and evaluate performance at every level

  • IVR, Bots & Conversational AI

    Design effective automated flows or integrate with 3rd party providers

  • Customer Journey Tracking

    Stored customer contact history, to aid routing and add context to conversations


A complete suite of tools, with unique flexibility to extend and swap out modules to deliver a tailored contact center solution for any environment

  • Softdial One™

    Highly flexible unified web UI for agents, supervisors and administrators

  • Softdial Scripter™

    Create complex process flow scripts for agents, IVR, chatbots and other applications

  • Sytel AI Dialer™

    Best-of-breed predictive dialing under any compliance rules

  • Softdial Pathfinder™

    Precise routing rules for ‘best available’ connection

  • Softdial Media Server™

    Core telephony functions to manage all inbound/ outbound SIP calls

  • Softdial Reporter™ 5

    Fully customisable performance stats, charts and reports, across all channels

  • Softdial Publisher™

    Comprehensive data output to build your own reports

  • Softdial Recording Monitor™

    Audio and screen recording of agent activity to ensure the highest standards

  • Softdial Campaign Manager™

    Comprehensive configuration and control for outbound campaigns

  • Softdial Repository™

    Central storage and configuration of common resources

  • Sytel Global Compliance™

    Flexible ‘no contact’ rules to protect contact center and consumer


Performance and efficiency for a wide range of business applications

  • Customer Service

    Connect quickly to well equipped agents

  • Sales & Telemarketing

    Maximise agent productivity with best-of-breed predictive dialing

  • Healthcare

    Secure, highly-configurable multichannel communications for excellence in patient care

  • Market Research

    Best-of-breed predictive dialing with CATI integration

  • Collections

    Automated inbound/ outbound blending integrated with any debt management app