Using market research to measure the effectiveness of outbound telemarketing (OTM)

This paper outlines methodologies for researching outbound telemarketing (OTM) effectiveness. It aims to help telecommunication organisations better understand OTM non-success and therefore optimize the efficacy of this important competitive channel.

Using Market Research to Measure the Effectiveness of Outbound Telemarketing (OTM)

Steven CierpickiColmar Brunton Research Services, Australia.

Megan McCarthyTelstra Countrywide, Australia.

BACKGROUND AND BUSINESS ISSUE

Outbound telemarketing (OTM) is defined...