Estudio del impacto de las campañas de telemercadeo en el sector bancario de Colombia.

Abstract

This research is capable of designing and executing a qualitative questionnaire that seeks to evaluate the opinion of the people involved in telemarketing, in order to determine and evaluate the principles that allow the impact of the telemarketing campaigns of the Banking sector to attract new clients, taking into account the communication tools between banks and individuals, determining if they are used and thus generate an impact on the organization. Based on the model, it is sought to identify the difficulty currently presented by telemarketing to captivate the Colombian population, since there is evidence of a low reception by the people. For the elaboration of the questionnaire, a collection of bibliographic data has been established that details the important elements of the telemarketing, in order to structure the questionnaire to a sample that includes a group of people with knowledge in the subject of the raised investigation. This study is useful for banks, which are constantly involved in finding people, who are considered prospects, to become the clients of the organization, also for professionals in the banking sector, who are responsible for analyzing results and generate Plans that serve to attract new clients, once for researchers and campaign studies in general, for research and studies of the subject. For this reason, a historical account will be made of what telemarketing was today, then the various definitions of telemarketing will be contrasted with several authors, after a bibliographical compilation of the main characteristics that compose it, finally elaborate and execute the questionnaire that allows to evaluate the impact of the telemarketing campaigns in the recruitment of new clients