Business Services Industry
Connected to the customer. (Special Report Telemarketing).
Marketing Week, April, 2002 by Richenda Wilson
Telemarketing is the logical source to obtain database information, which is invaluable for customer relationship management. But is the average call centre employee equipped to ask the right questions?
Telemarketing can be one of the most cost-effective tools for customer relationship management (CRM), yet many organisations fail to use it effectively -- and fail so dramatically that customers are annoyed, confused or lost altogether.
According to research from database and marketing specialists Data Vantage, only one in ten organisations put telemarketing to fully profitable use -- in that they use it to deliver a segmented view of the customer at the point of purchase, explains chairman John Orsmond. He adds that the other nine out of ten have the wrong...
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