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 as unsolicited telephone calling by an organisation, to a prospect, for the purpose of selling. The paper demonstrates the role of using market research to measure the general effectiveness of OTM and quantifies the reasons for OTM non-success.

The paper considers the OTM activity that Telstra Corporation conducts in the Australian deregulated telecommunication market. In this market, Telstra is the incumbent telecommunication competitor and has the dominant market...

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