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Telemarketing 'can still be effective'
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The rise of the internet has forced telemarketing off the newswires somewhat, but an industry analyst has suggested that it can still be successful if firms embrace new technologies. Chartered Institute of Marketing spokesperson Ray Jones said that careful database management practice should be used to improve the targeting of telemarketing calls. "Telemarketing in today's world has become much smarter, if you will, and much more focused," he said. "With technology, you're able to not waste the call. There's no good ringing people to ask if they want a conservatory, if they live in a block of flats." Mr Jones added that the "old days" of simply trawling through the phone book and cold-calling every name on the off-chance of success are over. He explained that current practice is to "ring people based on knowledge of spending habits", which can be predicted using their purchase information and interests. Urging greater use of telemarketing by firms, Mr Jones said: "Telesales are still very, very effective, providing you're focused and you've got good information, and you're not wasting people's time." Azzurri is helping organisations make their contact centres work better with a focus on multimedia blended contact centres.  |