South Africa, June 11 -- This article explains why the economics of cold calling no longer make sense, especially when many industries waste more than 97% of every 100 dials. It argues that call centres need to shift from volume to intent by using hot leads: consumers who have shown interest, engaged with an offer and asked to be contacted. In this new environment, companies like Offernet become growth infrastructure, helping call centres replace wasted activity with measurable revenue.

South Africa has one of the most respected contact-centre and BPO industries in the world. The sector is a major employer, a youth-job creation engine, and an increasingly important part of the country's services economy. South African agents are known in...