Telemarketing ativo: estudo dos custos das chamadas excessivas

Abstract

The general objective of this study was to identify the costs generated by excessive telemarketing calls, from the perspective of consumers, who are contacted daily by these companies. The analysis was mainly carried out from the perspective of hidden costs, those not measurable by normal management instruments, but which entail losses for the company. The methodology applied was exploratory, with a qualitative approach. Through the results obtained, it was possible to identify a series of costs, including visible and hidden ones. In addition, this study draws the attention of companies that adhere to this type of approach to rethink their sales, collection and after-sales strategies. Since hidden costs are difficult to measure, it is proven that they can cause much greater losses than those visible through accounting. This study also leads to the reflection that such practices can jeopardize the very existence of telemarketing follow-up, after all, what maintains the survival of a business are the consumers themselves, and satisfied consumers.