I have mixed feelings about this. On the one hand, I do still rent movies there occasionally (and return them late), and I wouldn't mind taking advantage of a free rental because sometimes Netflix takes too long and I want something now. On the other hand, I don't like getting calls at work and I don't think I'd be any happier getting them on my mobile phone. I don't want to be bothered. As we say here at Call Center Magazine, I don't want a relationship with the companies I do business with, I just want a quick transaction.

This call is a great example of what Donna Fluss calls "relationship dialing" in our current issue, in an article I wrote. This call doesn't violate any Do Not Call legislation because I already have a business relationship with the movie store. When I wrote that article, "Dialing: It's Not Just For Sales Anymore," I was breezy and optimistic:

"Imagine how happy you can make your customers by letting them know when there's a great investment opportunity -- at the right time. Or telling a parent when his daughter has gone over her cell phone minutes. Appointment reminders. Flight cancellation and delay alerts. Sale announcements. Order status calls. Preemptive service calls can catch a confused new customer before they have to wait, frustrated, in a long tech support queue. All of these kinds of outbound calls can help you create stronger and more meaningful relationships with your customers."

Still, I'm sympathetic. And I'll admit I'm impressed with how professional this recorded outbound message sounded; it made the little movie store sound big. Would a coupon in the mail have delivered the same effect? Good question. Things like that can get lost or tossed very easily, and bulk mail may be expensive. Can a targeted outbound campaign cost less? Maybe. I'll say this much: the outbound message got my attention.