Record Details

Theories and Practices of Customer Listening: an Exploratory Qualitative Study with Banking Telesales Agents in France

International Journal of Economic Practices and Theories

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Field Value
 
Title Theories and Practices of Customer Listening: an Exploratory Qualitative Study with Banking Telesales Agents in France
 
Creator Koehl, Maryse
 
Subject Marketing
call center, customer relationship management, listening, telesales agents
M3, M39
 
Description Listening has a determining role in the commercial negotiation. Listening creates a positive relation between seller and customer. It generates trust, satisfaction and success in the conclusion of a sale. The research works about listening in a sale context are generally focused on a face to face relation and not on a phone relation but with the development of multichannel communication, telesales has a particular place in customer relationship management (CRM).     So, it is interesting to study customer listening in a context of a sale without face to face between seller and customer justifying the selection of the context of telesales for this research. The objectives are to research what is customer listening for telesales agents and how they practice customer listening when they manage phone calls with customers so as to compare practices of customer listening with theories on customer listening.To satisfy these objectives, a qualitative exploratory study is realized by interviews with telesales agents who work in an internal call center of a French national bank. These telesales agents give their own approach about customer listening and describe their practices of customer listening. Their responses allow to have a professional approach of customer listening that is compared with theories.At first, the paper delimits the concept of customer listening in theories. Then, it describes the conditions of the qualitative study with banking telesales agents and presents the content of interviews. Finally, analyses of the qualitative study are presented before to conclude in an optics of customer relationship management.
 
Publisher International Journal of Economic Practices and Theories
 
Contributor —
 
Date 2014-10-01
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://www.ijept.org/index.php/ijept%20/article/view/heories_and_Practices_of_Customer_Listening_an_Exploratory_Qualitative_Study_with_Banking
 
Source International Journal of Economic Practices and Theories; Vol 4, No 5 (2014): Special issue on Marketing and Business Development; 562-571
2247 – 7225
 
Language eng
 
Relation http://www.ijept.org/index.php/ijept%20/article/view/heories_and_Practices_of_Customer_Listening_an_Exploratory_Qualitative_Study_with_Banking/pdf_26