These best practice guidelines set out the highest standards for
response management practice and are applicable to clients and suppliers alike.

Members of the Direct Marketing Association (UK) (DMA) are already required to comply with the DM Code of Practice and these guidelines form the basis of measurement for the Response Management Council's Commitment Scheme.

Adhering to these guidelines not only makes sound business sense but also gives a valuable tool in attracting new business and cementing existing relationships.

What is response management?
In its simplest form, response management is the process of reacting to a request or an event that requires a reciprocating action. It could be any of the following and more:

• Supplying literature or goods from a telephone, written, fax, email, website or DRTV enquiry
• Supplying a redemption service in support of a sales incentive campaign
• Providing a customer service resource
• The fulfilment of items ordered from a client's website

These guidelines cover the following areas:

• Legal (including data protection)
• Payment processing
• Environment
• Quality control
• Campaign planning and implementation
• Reporting - results and analysis
• Dealing with consumer and complaint handling
• Outsourcing/overflow

Click here to see the full guidlines.