Adaptive selling in a call center environment: A qualitative investigation

Journal of Interactive Marketing - Tập 16 - Trang 25-39 - 2002
Daniel M. Eveleth1, Linda Morris2
1Assistant Professor of Management and Human Resources, University of Idaho, Moscow, Idaho
2Professor of Marketing in the Department of Business, University of Idaho, Moscow, Idaho

Tóm tắt

Technological changes and innovations have created the means by which organizations can centralize the selling function into a call-center environment. While there are numerous benefits to this centralization, the fact that potential customers are drawn to a call center via telephone or Web-based communication media from a wide geographic area heightens the need for sales representatives to perform adaptive-selling behaviors. In this study we found evidence to confirm this belief, suggesting that a premium is placed on sales representatives who can accurately assess each situation using limited information (e.g., through tone of voice) and then to correctly adapt their behavior to fit the situation. The results also offer implications for Web-based call centers that link sales representatives with potential customers through text-based communication.

Tài liệu tham khảo

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Journal of Interactive Marketing

Tập 16

25-39

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