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Prescribe a dose of AI for the PPI nuisance call blues

News   •   Apr 06, 2017 15:31 BST

We all know that feeling, seeing an anonymous number appear on our phone screen and the inevitable call about mis-sold payment protection insurance (PPI).

PPI has cropped up in the news again recently as the final deadline for people seeking compensation over mis-sold PPI has been set by the Financial Conduct Authority (FCA) as 29 August 2019, in an effort to draw a line under the issue.

However, the legacy left by PPI extends beyond the scandal within the banking sector. It has negatively affected consumers’ perception of voice calls, leaving them suspicious and reticent to answer calls from businesses, whatever the importance of the subject message.

Marketers must address the PPI issue head on because, like it or not, voice is a highly valuable form of communication. We need to restore consumer faith in the power of voice and remove the stigma. This starts with personal, timely and relevant communication that provides value to the receiver, rather than inconvenience.

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