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Essay / Research Paper Abstract
This 4 page paper looks at research concerning telemarketing and the way that the practice may be optimized. The paper looks at the use of technology to support sales and the use of information in CRM systems, the way the most receptive customers may be identified and the efficient use of time when making outbound calls. The bibliography cites 5 sources.
Page Count:
4 pages (~225 words per page)
File: TS65_TEtelemarket.doc
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Unformatted sample text from the term paper:
a positive manner this strategy to make or support sales can add a great deal of value, but when undertaken poorly will have a number of inefficiencies and damage a
firms reputation. In recent years telemarketing has been subject to a number of studies examining different aspects of the practice. Telemarketing may be defined as "communication by telephone between
organizations and customers or prospects" (Srivastava et al, 2009). The industry is one that is well developed in many countries. In the US alone there more than 3 million people
employees in the telesales industry across approximately 56,900 call centers (Srivastava et al, 2009). Technology has been a significant driver with the way information is processed into a useful
format for use in telemarketing and the actual operational aspects of the practice (Srivastava et al, 2009; Mehrotra and Agarwal, 2009). This has been seen to emerge in many industries,
one of the areas where it is most proliferate is the finance and banking industry, where computer modeling helps inbound and outbound call center staff make suggestive sales. The process
may be incorporated into the customer relationship management (CRM) systems, using he dynamic algorithms that will assess the data held regarding the customers such a demographic data as well as
purchase history to assess which product(s) they may be most likely to purchase (Fang, 2009). The process may be seen in reactive situations, where suggestive sales are made during inbound
queries, but may also be used in the dedicated outbound telesales marketing (Fang, 2009). Mehrotra and Agarwal, (2009) argue that the way systems analyse customers and the value to
telemarketing may have their value increased with an assessment and recording of the general attitude that individual consumers have towards telemarketing. This may be valuable as telemarketing calls made to
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