A View from the Summit

By Peter DeHaan, Connections Magazine

It was my pleasure to attend the ATA 2008 Washington Summit.  The ATA staff, board, and volunteers are to be commended for organizing a first-class event.  As I busily snapped pictures for Connections Magazine, I learned much from the speakers and attendees.  Here are some of the things I observed and gained from being at the Summit:

Firstly, I was once again impressed with the overall positive attitude exhibited by everyone.  When most groups confront legislative pressures that threaten their industry, the response is adversarial and combative.  Generally this accomplishes little other than to generate ire – in both the politicians and those they represent.  Happily, ATA is taking the high road.  It was surprisingly refreshing to have the FTC present and presenting, with an affable and constructive dialogue occurring.

Many positive, public comments were made by officials about the intent and direction of the ATA SRO (Self-Regulatory Organization).  Unlike some industries’ attempts at self-regulation, which can be categorized as disingenuous or inadequate, ATA’s efforts, I believe, are poised for success.  I look forward to reporting on the first certified SRO auditors in early fall and for the first accredited call centers to be announced at the ATA Convention & Expo in San Antonio in October.  These early adopters will emerge as market leaders and trendsetters.

I was also impressed and encouraged by the increased profile of the ATA PAC (Political Action Committee).  In a few short years, the ATA PAC has moved from barely visible to consequential; it is prepared to wield even more influence in the future.  It was pointed out that a PAC does not “buy votes,” as might be cynically suggested, but rather, PAC money provides access and a chance to be heard.  Furthermore, PAC contributions to politicians favorably predisposed to call center commerce can help retain them their positions of influence and power.  Howard Nusbaum, President and CEO of American Resort Development Association (ARDA), shared about his organization’s success at growing its PAC to become one of the largest trade association PACs in the country.  As ATA members increasingly get involved by encouraging their agents to make modest PAC contributions through payroll deductions, ATA can similarly grow the size and influence of its PAC.

Among other things, I was awed by the panel discussion on compliance issues.  Firstly, I was glad that I don’t have to deal with such complexities, and, secondly, I urge every call center without a compliance officer to hire one and to attend one of the ATA Compliance Seminars.  The regulatory update by the team of Mitch Roth and Joe Sanscrainte was equally compelling, especially at the state level.  There are some misguided bills pending that need attention.  Jerry Cerasale, from the DMA (Direct Marketing Association), talked about the Do-Not-Mail bills pending in twelve states.  Since direct mail drives inbound call center traffic, this is an important issue.  Lastly, keynote speaker Paul Begala mesmerized all with his political acumen.

During the Summit, I was also able to record some podcasts.  This is an exciting new adventure for me.  The first one, with Tim Searcy, has been posted online for your listening enjoyment.  (Go to http://newsfeed.connectionsmagazine.com; it is dated April 30).  More podcasts will be added in the upcoming weeks.  Also, check out our photo coverage at www.connectionsmagazine.com/info/ata.
Thanks, ATA, for an amazing Summit.

Peter DeHaan is Publisher of Connections Magazine, addressing the teleservices and outsourcing call center industry.  Read his blog at http://blog.peterdehaan.com or go to www.ConnectionsMagazine.com to read call center articles and whitepapers, subscribe to the magazine, and download past issues.