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Perceptions Of A Relationship Could Harm Your Business

Do-Not-Call site has AT&T web bug. Trust us - we're a phone company. Web tracking link found in government Do-Not-Call site. [The Register]

Often perception is more dangerous than actual fact. The Register, a UK based technology publication, announces AT&T included a small tracking device in the popular Federal Trade Commission's Do-Not-Call page-- the article raises suspicious concerns of the relationship between AT&T and the commission (FTC). AT&T has a lot to lose from changing in telemarketing law, Is this a conspiracy?

Here are the facts as presented:

• AT&T is a long time hosting provider to the FTC,
• AT&T included tracking code on the Do-Not-Call registry,
• AT&T provides local and long distance services to telemarketers,
• AT&T is one of the largest telemarketers,

Other facts are presented, including the fact the $3.5 million contract was awarded to AT&T Government Solutions not the telemarketing division. Some 45 media mentions cover AT&T's concerns or possible losses due to the Do-Not-Call list, including a few covering the tracking code included on a government site.

While this opens up for all kinds of conspiracy theories, here are some possible explanations for the tracking code. Some are wild, while others make good sense.

• AT&T was contracted by the FTC to provide traffic analysis support. Since AT&T hosts many of FTC's properties, they are likely providing this type of analytical services.
• AT&T is collecting details about do-not-call requests for their own marketing. It would save them lots of money to purge these requests now rather than when required by law.
• AT&T is monitoring the site to conform to an availability contract. In the beginning the site was overwhelmed with visitors that was making it crash, this would prompt such tracking.
• AT&T is collecting demographic information to gain a competitive advantage over other telemarketing organizations. Details like regional density of Do-Not-Call requests would help focus telemarketing efforts in more accepting markets.
• AT&T is collecting email addresses to supplement losses in telemarketing areas since no solid laws apply to unsolicited email. It is technically possible to extra email addresses from a visit or web-form using JavaScript.
• AT&T is associating phone numbers to email addresses in their databases. While they couldn't technically use this information, it would be valuable to sell to other marketers.

There probably isn't a secret conspiracy, the FTC even announced the relationship and the possible conflict of interest in press releases months ago. However, how customers see the relationship could make them question doing business with you in the future.

Here is what you can do reduce harmful perceptions of a relationship could harm your business:

1. Disclose the details of a relationship as soon as it is established,
2. Provide clear separation between divisions that present conflict,
3. Prepare early for media questions about competitive elements of relationship,
4. Create separation by utilizing a separate prime contractor to manage project,
5. Work directly with media when a concern arises with a consistent message,
6. Coordinate message between divisions, customer, and public relations,
7. Separate other issues that could compound the situation,

/ clearly-communicate | earning-trust /

By Justin Hitt at October 8, 2003 7:38 PM  Subscribe in a reader