The shifting tide of automated voice communications.

• Author: Ulman, Brenda

Successful legislative initiatives aimed at the Telephone Consumer Protection Act of 1991 and subsequent FCC regulations implementing the Act will allow rural electric systems to continue to use voice automated communications as part of their daily contact with members. While the Act is designed to protect the privacy rights of telephone users, it provides for the use of this technology for legitimate business activities. This article provides readers with a clear understanding of the Act and subsequent regulations, as well as outlining four case studies as to how automated voice communications benefits member communication and service.

"High Tech Communication: Making Waves or Calming the Sea?" appeared in the Winter 1990-91 issue of Management Quarterly. This article focused on the communications technology revolution, specifically automated voice communications and its impact on the managerial environment.

Since this 1990-91 article was written. Congress enacted and the President signed the Telephone Consumer Protection Act of 1991, shifting the tide for the use of automated voice communications. In this follow-up article we will take a look at:

The Past: Summary of previous article on high tech communications

The Present: The Telephone Consumer Protection Act of 1991 and its impact on automated voice communication

* Statement by the President

* Purpose of this legislation

* Federal Communications Commission's (FCC) proposed exemptions to the Act

* Spotlight on four rural electric systems who provided comments to the FCC concerning the Notice of Proposed Rulemaking

The Future: Commission establishes rules to implement the Telephone Consumer Protection Act of 1991 (CC Docket No. 92-90). Final ruling on the Telephone Consumer Protection Act of 1991 provides for full exemption to rural electric systems.

Summary: Automated Voice Communications--Providing a Public Service to Rural Electric Members

The Past

Summary of previous article on high tech communications

"One common goal of all businesses described in this article was that of providing quality service to their consumer/members. Communication is a very important part of achieving that goal. It is essential that managers gain a better understanding of the role of high tech communication in business and how they can use these technologies to increase their competitive edge.

This article demonstrated how the industry was using high tech communications, specifically automated voice communications, to serve their consumer/members more efficiently. The type of information provided through the use of this system can be general in nature or more specifically related to the individual consumer or community as a whole.

Consumer/members are far more receptive to a message which is:

* from someone they recognize as having a significant role in their lives such as a school system, police department, or rural electric system.

* provided for their benefit rather than a solicitation.

* important in nature and of personal interest to him/her.

The benefits of using an automated voice communication system may include reduced costs to the company and consumer, increased productivity, and better utilization of employee talents. But a far greater benefit is realized when the quality of service to consumer/members is enhanced. General Manager Michael Sims put it best when he said, "In a customer-oriented business, such as an electric cooperative, it is the intangibles that pay a return."

Communication technology itself cannot make you a better manager. But what you do with it can. How well you learn to use the tools for handling this information will have a major consequence upon your managerial effectiveness and the productivity of your organization."|1~

The Present

The Telephone Consumer Protection Act of 1991 and its impact on automated voice communication

Just one year after encouraging managers to look at the role high tech communications can play in gaining the competitive edge, the tide shifted.

President's Statement. On December 23, 1991, the President stated, "Today I have signed into law S. 1462, The Telephone Consumer Protection Act of 1991. This legislation is designed for the laudable purpose of protecting the privacy...