If you weren’t able to attend the BPA New Rules webinar on January 14th, you can view the archive or download slides for this and all previous BPA Webinars here.
This post from BPA will serve two purposes. First it will further clarify a few questions that have been asked since the webinar regarding the application of the new definitions for co-worker requests (including more helpful scenarios) and secondly it will provide a summary of the Q&A from the webinar.
During the Q&A session, most of the questions in the Q&A section were answered. However, after the webinar some questions were found in the “chat” section and weren’t noticed at the time. Fortunately, many were the same type, or repeated questions that had already been addressed and answered.
Included in this document are the most commonly asked questions and answers (as well as those from the “chat” section) and have been grouped together according to topic.
Follow up answers to questions we received regarding co-worker requests:
If a person spoken to requests for themselves and two others at the company, BOTH the other two co-workers are considered as Company Requests (requests for two or more co-workers).
Some people asked if the first co-worker is considered a Direct Request and all other co-workers after that would be counted as company requests. This is not correct. Once any employee requests for two or more other co-workers, per the new rules, all of the co-workers requested by that employee are Company Requests.
More helpful scenarios:
Target Subscriber: John Smith
Person Reached: Susan Richards
If Susan request only for John, then John is considered a Direct Request (request for one co-worker).
If Susan requests for herself, and also John, then they are both Direct Requests (herself and one other co-worker).
If Susan does not request for John or herself, but she requests for two other people there, Linda Bell and Frank Thompson, then BOTH Linda and Frank are company requests (Susan requesting for two or more co-workers).
Target subscriber is no longer there, call is forwarded to a replacement:
The replacement can request for themselves and one other, both would be Direct Requests.
If the replacement request for themselves and two others at the company, BOTH the other two co-workers are Company Requests (two or more co-workers).
Here are the most common questions asked during the Q&A session:
Q: To confirm, if a co-worker requesting only for the targeted subscriber, this would also be reported as “Direct” request. However, if a co-worker requests for the targeted subscriber and additional co-workers totaling two or more co-workers through one call, all copies (three or more in total) would be reported as “Company” Requests.
A: Yes to all of the above.
Q: For a telemarketing RENEWAL, can a co-worker renew the subscription for the existing subscriber (the person we are trying to reach) while NOT getting a subscription for themselves?
Q: If a request is for another person, but not the one taking the call, can still be a direct request?
A: Yes for the above scenario when the person called provides only one other co-worker’s name.
Q: Only name and title need to be collected for a co-workers direct request. What if there are personal demos in the script? When do those demos need to be collected? Year two? Year three?
A: The collection of a name and job title of the person spoken to is required if they are requesting for others but not for themselves. This is so the request can be confirmed by knowing who provided the request and other information. If the person called is also requesting a subscription for themselves, then qualifying demos must also be collected on them at that time.
Q: If a telemarketer reaches a receptionist or other co-worker, who agrees on behalf of Mr. X to renew the magazine- can that be counted as Direct Request as long as we get the co-workers name and title? (We sometimes have trouble reaching the exact person).
Q: For a “pass-along” wouldn’t you still need to capture job function & purchase influence since it is individual specific? The Business would be carried to the 2nd person.
Q: What if John is the subscriber, Sarah answers the phone, Sarah confirms for John but we don’t ask if she wants to receive it – just him? Would John be a direct request regardless of whether or not Sarah wants – or is asked – to receive the magazine?
A: Yes, direct request for John (if she only gives a request for John and no additional co-workers).
Q: Can you confirm if a person who is not the subscriber requests for the subscriber that we do not have to ask the question – is one of your functions providing assistance or support to _____.
Q: Does the “position” of the co-worker matter?
Q: Is “co-worker” ANYone in the office?
Q: If you speak to and qualify two people on a call and then ask them to transfer you to another person with the company – so you do not have to call back – since you are now speaking to another person on the same recording what will this count as? Would all be PDR since we were transferred to and speaking directly to another person?
A: Yes, the “next interview” starts with the new person. The telemarketing vendor must keep very good track of these so the recordings can be found and provided to BPA upon request for the audit.
Q: If we do reach a secretary and/or assistant who is authorized can we update multiple subs on a requalification?
A: The “authorized” question is no longer relevant, the new rules now apply. If updating multiple subs (more than two co-worker names) those multiple subs collected will all be considered company requests.
Q: When calling businesses within residences, how does the co-worker stipulation apply when spouse is not available but another relative is?
A: Per the rules, only the spouse may be counted as direct request. Any other person spoken to there would be classified as company request.
Q: Regarding the direct request telemarketing rule, for the second requested person on the call do we need to collect any other information other than the name and title to be counted as a request? Such as asking the job title question for the 2nd request.
A: Absolutely, yes. You must collect all the relevant qualifying demos for the new (second).
Q: If we conduct an update for the subscriber and then get an additional update from him for a coworker…. Both would be direct request. If we then get the name and title of two other individuals can they be used as communication other than request without the second update becoming a company request? Clients often want us to get names and titles, sometimes for company request (which I understand the rules on) and/or sometimes to use as communication other than request.
A: Answer to first question is yes. However, the answer to second question is no. You can’t count the second co-worker as company request, and the rest of the co-workers requests as communication other than request. The new rules now stipulate two or more co-worker names collected, all of them will be classified as company request (starting with the second name).
Q: What is proper wording in telemarketing script for obtaining a personal request if not a subscriber or spouse?
A: Would you like to subscribe to XYZ magazine, yes/no?
Q: How long will “old” Direct Request processes be grandfathered?
A: All old classifications should stay the way they were coded, “grandfathered” as such. Don’t revise your files. If there are telemarketing challenges from the rules that went into effect in May 2013, we will work with these on a case-by-case basis and look for the best resolution.
Q: To be clear, a company request received last year can now be applied as a direct request?
A: No, they will stay as they were collected. See above response regarding “grandfathering.”
Q: For a telemarketer calling for renewals, can they ask “do you have a co-worker that is also interested in a subscription?”
Q: When another authorized person requests a digital copy of a subscription for a subscriber but only provides the other authorized person’s email, is that acceptable?
A: If I understand your question, collecting an email address only and nothing else would not be enough. In the phone call the qualifying demographics must still be provided.
Q: If you have a printed qualification form, can you ask for an additional name? If only one other name is given, will it be direct request?
A: Yes, and yes.
Q: Can web sub forms also request an additional subscription and it would count as direct request?
Q: Please clarify PIQ details again, when is this detail required? Also, is PIQ still required on telemarketing scripts for those not wishing to be recorded?
A: PIQ is no longer required for electronic requests. However, a PIQ is required for any telemarketing requests where the subscriber refused to be recorded.
Q: Do we need a verification question at all now?
A: Not for electronic requests, however, yes a PIQ is required for any telemarketing requests where the subscriber refused to be recorded.
Q: Will the PID on electronic forms be applied retroactively? – If we have subscribers who meet all qualifications prior to Jan 1 2014, but did not complete the PID on an online form, can we now count those subscribers as direct request?
A: Yes, we will allow these for the November 2013 analyzed issue. They will be verified through confirmation testing at the time of the audit.
Q: Just to be clear, online magazine subscription web forms no longer need a PIQ for new or requalification, yes?
Q: So PIQ isn’t required for new name online requests either? (as that sounds like the PIQ is not required on renewal emails as we would already have their demo info)
Q: To clarify, there is no PID needed on an electronic form ONLY if you are using pre-populated data? Or does it mean that no PID is needed when someone is filling out a new form, as well?
A: No longer required for any electronic request or renewal form, new or renewal.
Q: Is the PIQ still required for telemarketing?
A: Yes, it is still required when the recipient refuses to be recorded (no change in the rules here).
Q: If no PIQ is asked and the call is recorded, but at time of audit the telemarketing vendor cannot produce the recordings, what happens?
A: This is a problem for the publisher and BPA since all recordings on the audit test are expected to be submitted for the audit. When they are missing, BPA will attempt to call them back. If this is not successful, or the subscriber does not confirm the request, then these are adjusted to Communication Other Than Request. If there are many of these adjusted, it could cause the release of an Audit Report to reflect the change.
Q: Do you still need PIQ on inbound calls to 800 numbers?
A: If recorded, no. However, most of these 800 number types are not recorded, so a PIQ is still required (see rule 1-2 515i)
Q: Can you pre-populate a renewal form with the company name, address, telephone number and have the requester just sign and date?
A: Pre-populating Written Request forms is NOT allowed. Pre-populating data is only allowed on electronic web-based forms, and prior year data can be confirmed on telemarketing forms.
Q: So, the operator can say “Are you the owner” and they just could confirm yes?
A: Yes, if it is prior-year demographic data. It would be worded “are you still the owner?”
Q: When you mentioned pre-populate on forms, can you now pre-populate the “Yes” for a subscription?
A: Absolutely NOT. This rule has not changed.
Q: Will there still be other colored statements? (ex: blue for pass-along audit)
A: Yes, for specialty (Special Market) audits such as pass along, stand-alone unit or supplemental audits, they will continue to have their own optional stand-alone statements/reports.
Q: Now that statements will no longer be on colored paper, has BPA considered printing them in color instead of B&W or grayscale? The brand reports just do not look as good in black and white.
A: Yes, this will happen immediately. All Brand Reports will now be printed in full color.
Q: Would the telemarketer be responsible for identifying source as PDR vs. Company Request on the incoming file?
A: File management is between the publisher and their vendors. However, I would recommend yes, they should.
Q: Are the digital magazine metric rules for iPad/tablet digital magazines or online (web) digital magazines?
A: These apply to all digital magazines.
Q: Can you briefly address (or tell us where to find the information in the rule book) about how to count requests for a digital publication based on opening (i.e. do they have to open so many times within a certain time period to be counted as a request)?
A: Rules regarding renewals, and required accesses to be monitored for renewal purposes, are found in rule 1-2 516. Digital rules regarding issues served on tablets/mobile devices are found in 1-2 241.
Q: If a reader deletes a download and re-downloads the issue, does this count as one?
A: For apps, if they are downloaded, then deleted and re-downloaded, they would count as two app downloads (for now). However, Google Play now reports the net downloads, less deletions. This may be followed by Apple and others.
Please feel free to review these Q&A items and let us or BPA know if you have any further follow up questions.