SCOPE OF TELEMARKETING

Telemarketing is the use of the telephone and call centers to attract prospects, sell to existing customers, and provide service by taking order and answering question. Telemarketing help companies increase revenue, reduce selling cost and improve customer satisfaction. Companies use call centers for inbound telemarketing – receiving calls from customers and outbound telemarketing – initiating calls to prospects and customers.

In India, there are a large number of call centers for inbound and outbound telemarketing. Wipro BPO solution and daksh by IBN are two such major players in this sectors. In addition, companies such as ICICI, HDFC, and reliance have their own call centers to attend to customer queries. Bank and credit card companies have been some the major users of telemarketing in India. Offers for “instant loans” and other banking services, and prospecting customer for credit cards have been the main focus areas of marketing by banking and financial – services companies. Companies, other than financial services, are also using phone lines to drive home their sales massage and to connect with customers as part of a larger sales effort.

Cosmetic company L’Oreal India has toll-free numbers on which it offers expert advice about looking good. JK tyres operates a dial-a-type service in the national capital region wherein the company has vans with trained mechanics who deliver and fit new tires at the customers’ homes. They also answer automotive queries about problems like tire maintenance, wheel alignment, and wheel balancing. Asian paints offer its home solutions – a service where the company contracts painters to paint a house – over the phone line. The helpline has helped asian paints increase their interaction with end users instead of contractors, and this has emerged as an integral part of its operations.

Although telemarketing has become major direct marketing tool, its intrusive nature has led the government of India to India to stipulate restriction on banks and financial – services companies regarding the use of telemarketing.