Made available in DSpace on 2017-06-01T18:24:21Z (GMT). No. of bitstreams: 1 Carla_confrontada.pdf: 967904 bytes, checksum: c3ddee6508b5c47e4d3217f528a70764 (MD5) Previous issue date: 2007-07-01 / The telemarketing sector is in frank expansion in Brasil, and for many it represents the initial opportunity for formal employment. In active telemarketing, the operator calls the customer whereas in receptive telemarketing the call is made by the customer. Since there is no face to face interaction performance of the operator, in both modalities, is solely dependent on his or her verbal communication skills. Thus, their voice is probably the most important component for success. For good communication there must be variations in voice pitch, loudness, speed and intonation, which are essential for good prosody. However, there are relatively few studies examining the subject of intonation in telemarketing. Therefore, the aim of the present study was to characterize the intonation profile of telemarketing operators, as well as to identify the intonation pattern more widely accepted by the customers of a cellular telephony company. For this, a questionnaire was applied to 212 customers and an analysis of the intonation of 40 telemarketing operators conducted using Brazil´s Interactive Theory of Intonation. 50 customers were also asked to listen to audio recordings containing the most frequent intonation patterns and requested to identify the most pleasant ones. Differences in customer service were observed between the two modalities of telemarketing (active or receptive), especially by younger customers (20-30 year olds). Of the 40 discourses evaluated, the most recurrent intonation pattern was the rise pattern both in the active and receptive telemarketing modalities. In active telemarketing, however, the second most prevalent pattern was the fall pattern, whereas in the receptive modality it was the fall-rise pattern. Based on the opinion of the 100 customers that listened to the recordings, it may be concluded that regardless of the type of telemarketing, the rise and fall patterns were considered more natural, in contrast to the fall-rise, pattern which was perceived as exagerated or caricatured. In active telemarmarketing the fall pattern was more widely accepted whereas the rise pattern was better accepted in receptive telemarketing. In addition, the rise and fall pattern was more positively evaluated by male customers. Thus, it may be concluded that, regardless of the type of telemarketing, it is necessary for the company to study the profile of its customers in order for its operators to use the most adequate voice intonation / O setor de telemarketing encontra-se em expansão no Brasil e surge como uma primeira oportunidade de emprego formal. No telemarketing ativo, o papel do teleoperador é o contato direto com o cliente é ele quem faz a ligação, enquanto que, no receptivo, ele recebe a ligação. Neste cenário, a voz torna-se uma ferramenta de trabalho essencial, pois grande parte do desempenho do teleoperador relaciona-se diretamente à comunicação verbal. A voz necessita, para uma boa comunicação, variações de pitch, loudness, velocidade de fala, entoação. Esses parâmetros estão relacionados à prosódia. A literatura apresenta poucos estudos que contemplam a entoação no telemarketing. O presente estudo teve como objetivo caracterizar o perfil entoacional do operador de telemarketing, assim como identificar o tipo de padrão entoacional mais aceito pelos clientes de operadoras de telefonia celular. Para tanto, foi aplicado um questionário a 212 clientes de empresas de telefonia celular, realizado um estudo da entoação de 40 teleoperadores com base na Teoria Interacional da Entoação, desenvolvida por David Brazil, e apresentadas, a 100 clientes, gravações dos padrões mais recorrentes para que identificassem os mais aceitos. Os resultados mais representativos foram: os clientes percebem diferenças entre as formas de atendimento do telemarketing ativo do receptivo, principalmente, os de faixa etária mais jovem (20 a 30 anos); foi identificado como padrão mais recorrente, entre as 40 falas transcritas, o tom ascendente, tanto no telemarketing ativo quanto no receptivo. Contudo, no telemarketing ativo, o segundo padrão mais recorrente foi o descendente, e no telemarketing receptivo, foi o descendente-ascendente. De acordo com a avaliação de 100 clientes, os quais escutaram gravações de vozes de teleoperadores, os tons ascendentes e descendentes, independente do tipo de telemarketing, foram considerados naturais, e o tom descendente-ascendente foi considerado exagerado ou caricato. No telemarketing ativo, o padrão descendente foi mais aceito, e no telemarketing receptivo, os tons ascendentes. O padrão descendente-ascendente teve uma avaliação mais positiva pelos clientes do sexo masculino. Dessa forma, podemos concluir que é necessário conhecer o perfil do cliente que irá utilizar os serviços de telemarketing da empresa, seja ele receptivo ou ativo, para que o operador possa adequar a entoação à forma mais agradável ao cliente

El presente proyecto de tesis consiste en analizar, diseñar, y construir un sistema de información, en un entorno amigable e intuitivo, para apoyar al proceso de venta y atención al cliente de diversos productos en empresas comerciales. El problema que debe atacar el sistema propuesto es el de desarrollar una herramienta con la capacidad de dar soporte a los procesos de telemarketing como la gestión de campañas, prospección y captación de clientes, colocación de productos y fidelización. La solución permite reducir tiempos en la creación y puesta en marcha de campañas al facilitar el trabajo directo y reflejar los cambios en tiempo real, gestionar simultáneamente varias campañas, flexibilidad para configurar distintos tipos de productos que se ofrecerán a los clientes, distribución automática de los clientes, seguimiento a detalle de los distintos pasos del proceso de telemarketing y generación de reportes de indicadores de gestión.

Made available in DSpace on 2016-04-27T18:12:21Z (GMT). No. of bitstreams: 1 Ana Elisa.pdf: 1985076 bytes, checksum: 683cdf96829b615620e831923d20b8cf (MD5) Previous issue date: 2007-02-23 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / This study had two main purposes: to analyze the oral expressivity, the linguistics and discoursive resources used by teleoperators; and to verify how this oral communication resources were related to professional performance and to the attitudinal sensation caused in listeners, probable clients. By understanding teleoperators´ oral communication we intend to contribute to Speech- Language Pathologists, Linguistics and professionals who deal with telemarketing, specially managers, supervisors and call center monitors. The contribution hoped is to enlarge the support to the teleoperator and to keep the search about efficient ways to help their employee to improve his performance, pointing to his best. Oral communication is socially built; therefore there are stereotypes and expectations about the communicative stiles used to telemarketing professional set. Based on this expectations the listeners/clients create an impression about these teleoperators, during theirs relationship. These listeners/clients feel teleoperator´s sensations and especially their attitude, making a judgment based on the caused impressions and inferences. To understand the impact of the oral communication in the client s deal, we searched for theorical presupposed in Linguistics, specificatively the scientists who studied language and work relationship, and also in the Theories of Politeness, and in Conversational-Maxim and Management of Face. To understand oral expressivity, we assumed that this came from dynamics sets and vocal quality used by teleoperators consciously or not-consciously. These sets are perceived by theirs listeners/clients. This process in telemarketing, by the symbolic content of voice, excites judgments of acceptance or rejection to the treatment given that could interfere in the relationship established. To this research a receptive call center from São Paulo city was chosen. Intending to verify the natural set of oral communication, with minimum interference as possible, the call center had to fit the following criteria: the supervisor team and teleoperators must never had former orientation about oral communication, there was no strict script to treat client, and there must be a monitorship system of performance s evaluation, however this monitoring must not go deep into oral communication orientation. Across the results of technical monitoring evaluation, two teleoperators were elected, being judged as constant technical performance in the three months before this intervention. The first one (OP_01) had a standard technical performance and the second (OP_02) one had a lower technical performance. An entire client s relationship (telephone call) was chosen of each one of this two operators, they were similar in time duration and client request. These two recorded telephone calls were submitted to linguistics-discursive resources analysis (statement evaluation), vocal expressivity (perceptual analysis done by three SLP-judgers, vocal dynamic was marked sentence to sentence and acoustical analysis of sentences with the same discoursive context), and judgment of the attitudinal sensation caused in the probable clients of this call center (125 listeners from São Paulo city, lately analyzed by sex, education level and age). The obtained results showed that the linguistics and discursive resources used by the OP_01 are the damage face-threatening acts to the own face and to the client, negatives conversational-maxims, and the oral expressivity is characterized by strain vocal quality, narrow fundamental frequency extension with occurrent linear prosodic curve or linear/falling prosodic curve during statements, less frequent proeminences by rising loudness or pitch, less frequent pauses. The OP_02 uses the conversational-maxims to minimized the face-threatening acts and protect the own faces and to the client, and the oral expressivity is characterized by neutral voice quality, wide fundamental frequency extension, frequent proeminences by rising pitch or vowel extention, a rising prosodic curve or rising/falling prosodic curve during sentences, more frequent pauses. The OP_01 was rejected by 93,6% of the probable clients mostly by the negative attitudinal sensation caused by her oral expressivity, while the OP_02 was accepted of the probable clients mostly by the positive attitudinal sensation caused by her linguistics and discoursive resources. The obtained results showed that the teleoperator s performance, were linked to the oral communication, being the teleoperator evaluated by SLPs, or by the company, or even by clients. The most qualified professional are the teleoperators that use specifics vocal quality and dynamics sets to compose their oral expressivity and specifics linguistic-discoursive choices / O presente estudo tem por objetivo analisar a expressividade oral e os recursos lingüísticodiscursivos utilizados por teleoperadores e verificar como esses recursos da comunicação oral se relacionam com o desempenho profissional e com a sensação de atitude gerada prováveis em clientes. Por meio da compreensão sobre a comunicação oral dos teleoperadores, pretende-se oferecer subsídios para profissionais da Fonoaudiologia e Lingüística, e de supervisores e monitores de call center, com o objetivo de aprimorar a atuação desses na capacitação de operadores de telemarketing. Sendo a comunicação oral construída socialmente, existem estereótipos e expectativas sobre as formas comunicativas orais para as situações de fala profissionais em telemarketing. Com base nessas expectativas ouvintes/clientes geram julgamentos sobre os teleoperadores, a partir das sensações que tiveram sobre suas emoções, especialmente sobre suas atitudes. Para entender o impacto dessa comunicação oral no atendimento ao cliente e julgamento da performance do teleoperador, busca-se pressupostos teóricos na Lingüística, especificamente nos grupos que estudam linguagem e trabalho, e na Teoria da Polidez, pelas Máximas Conversacionais e Teoria das Faces. Sobre a expressividade oral, entende-se que advém dos ajustes de dinâmica e qualidade vocal, usados pelo teleoperador de forma consciente ou não e percebidos por seus interlocutores. Esse processo, pelo conteúdo simbólico sonoro presente na voz, desencadeia julgamentos de aceitação ou rejeição que podem interferir na relação estabelecida. Para o presente estudo foi escolhida uma central de telemarketing receptivo de acolhimento a solicitações de clientes, da cidade de São Paulo. Para se observar o acontecimento natural da comunicação oral, a central escolhida atendeu aos seguintes critérios: supervisores e teleoperadores nunca receberam orientação em comunicação oral; não contam com scripts rígidos de atendimento, que tornam obrigatório seguir um trabalho prescrito; e utilizam o processo de monitoria para avaliar o desempenho de seus profissionais, mas sem aprofundar na comunicação oral. A partir dos resultados da monitoria técnica da central, foram eleitas duas teleoperadoras por sua constância, nos três meses anteriores a essa intervenção, uma apresentando desempenho técnico abaixo do esperado (OP_01), outra com desempenho técnico dentro do esperado (OP_02). De cada uma selecionouse um atendimento completo com duração e solicitação dos clientes semelhantes. Os atendimentos são, neste estudo, submetidos à análise dos recursos lingüístico-discursivos, da expressividade oral (análise perceptivo-auditiva por três fonoaudiólogos-juízes, marcações frase a frase dos ajustes de dinâmica vocal e análise acústica de frases de mesmo contexto discursivo) e da sensação de atitude por parte de prováveis clientes da central (GPC - 125 ouvintes, também divididos por sexo, idade e nível de formação educacional). Os resultados mostram que os recursos lingüístico-discursivos da OP_01 são marcados pelo uso de atos ameaçadores a própria face e a da cliente, transgressões às máximas conversacionais, e a expressividade oral marcada por qualidade vocal tensa, restrita extensão de pitch, proeminências elevando intensidade, contornos lineares e descendentes, menor ocorrência de pausas. A OP_02 pratica atos atenuadores e valorizadores as faces e sua expressividade oral é caracterizada pela qualidade vocal neutra, ampla extensão de pitch, proeminências em elevação de pitch e vogais prolongadas, contornos ascendentes ou ascendentes-descendentes, maior ocorrência de pausas. A OP_01 foi rejeitada por 93,6% de GPC, principalmente pela sensação de atitude negativa que esses tiveram a partir de sua expressividade vocal, enquanto que a OP_02 foi aceita por 92,8% de GPC, principalmente pela sensação de atitudes positivas transmitidas por ela em seus recursos lingüístico-discursivos. Concluindo, o desempenho dos teleoperadores, avaliado por fonoaudiólogos, pela empresa e pelos próprios clientes, está relacionado à comunicação oral, e mais competentes são aqueles teleoperadores que utilizam determinados ajustes de qualidade e dinâmica vocal na composição da expressividade oral e escolhas lingüístico-discursivas

Made available in DSpace on 2016-04-27T18:12:26Z (GMT). No. of bitstreams: 1 Aline Tavares Pimentel.pdf: 623989 bytes, checksum: 0ca4614b775cdc0e01ab2e8e27d5f7e0 (MD5) Previous issue date: 2007-10-09 / Background: the professional voice, the verbal behavior and the mode as the communication interpersonal can be define the relations of job. To relate the verbal expressivity about stress, of form that if can think about who these aspects intervene is something recent in the speech-therapy. The telemarketing and the conditions of job have been explored in the research, the field of the professional voice. Objective: to investigate the relation between the symptoms of stress and the characteristics of verbal expressivity in active teleoperators of a central office of telemarketing of Salvador. Method: 52 teleoperators of the active sector had been selected, in the period between March and June of 2007. In this group, two protocols had been applied. First one investigated aspects about general health and the second the protocol approached aspects relative the occupational questions. Also the questionnaire Job Stress Scale for the verification was applied of stress in the work environment. Were select the records of the two teleoperators that had presented high consuming and low consuming for analyzes of the verbal expressivity for a speech therapy specialist in voice. Results: high consuming in 50% of the teleoperators was verified, haven t significance statistics between perception of the teleoperators and stress. The teleoperator with high consuming related great number of health problems. About your verbal expressivity this was positive, a time that presented intonations variations, adequate pauses and emphases and contextualized inflection. The teleoperator with low consuming, related little symptoms of health problems and about your verbal expressivity can be considered more negative, she show less emphases and phrases. Conclusion: The stress affected positively the verbal expressivity of the teleoperator with high consuming and refusal of the teleoperator with low consuming. Suggests work groups and discussion about stress inside the company, similar to increase the perception and assistant in the development of management for stress / Introdução: a voz profissional, a expressividade oral e o modo como a comunicação interpessoais pode definir as relações de trabalho. Relacionar a expressividade oral com estresse, de forma que se possa pensar em como esses aspectos interferem é algo recente na Fonoaudiologia. O teleatendimento e as condições de trabalho têm sido temas explorados nas pesquisas, no campo da voz profissional. Objetivo: investigar a relação entre os sintomas de estresse e as características de expressividade oral em teleoperadoras ativas de uma central de teleatendimento de Salvador. Método: foram selecionados 52 teleoperadoras do setor ativo, no período entre março e junho de 2007. Nesse grupo foram aplicados dois protocolos. O primeiro investigou aspectos da saúde geral e o segundo protocolo abordou aspectos relativos a questões ocupacionais. Também foi aplicado o questionário Job Stress Scale para a verificação do estresse no ambiente de trabalho. Foram selecionadas as gravações de duas teleoperadoras que apresentaram alto desgaste e baixo desgaste para analise da expressividade oral por uma fonoaudióloga especialista. Resultados: verificou-se alto desgaste em 50% das teleoperadoras, não teve significância estatística entre a percepção das teleoperadoras e estresse. A teleoperadora com alto desgaste referiu grande número de problemas de saúde. Quanto à expressividade oral esta foi positiva, uma vez que apresentou variações entonacionais, pausas e ênfases adequadas e inflexão contextualizada. A teleoperadora com baixo desgaste, referiu menos sintomas de problemas de saúde e quanto a expressividade oral pode ser considerada mais negativa, por apresentar menos ênfases e frases mais curtas. Conclusão: O estresse afetou positivamente a expressividade oral da teleoperadora com alto desgaste e negativa a da teleoperadora com baixo desgaste. Sugere-se grupos de trabalho e discussão sobre o estresse na empresa, a fim de aumentar a percepção e auxiliar no desenvolvimento de gerenciamento para o estresse

The strive for control over employees has developed throughout the years. This paper has its focus on how normative control can work as a powerful method to create and uphold a sought for behavior. Many companies have found an interest in a higher moral stance to get competitive advantages, and offer their customers and partners a more ethical product. This phenomenon has in Sweden resulted in a sphere of companies who has earned the R-licens. The R-licens is earned by companies if they fulfill ethical and cultural criteria. This paper explores how a telemarketing company reinforce these ethical guidelines and how the company use normative control to reassure what they consider ethical behavior. The paper has a social constructionist view and the data was gathered by semi-structured interviews. The data was analyzed via discourse analysis.The conclusion is that the normative control effectively has created an environment of a ethical perspective in the company. The control is due to a dualistic surveillance (horizontal and vertical) and that the employees take a stand against external conceptions of how telemarketing works and how competing companies operate. Their beliefs and trust in their moral standings and methods of selling is better and more honest (compare to their competition) makes them justify and reinforce the culture and its surveillance over them. Their shared beliefs are so strong that actions outside the culture are unacceptable and may result in lay-offs. The contribution of this paper is a window of observation, how normative control works to ground the ethical phenomenon on the company.

Univ., Diss. u.d.T.: Olderog, Torsten: Faktoren des Markterfolges im elektronischen Einzelhandel--Witten/Herdecke, 2003.

Orientador: Maria Lygia Quatim de Moraes / Dissertação (mestrado) - Universidade Estadual de Campinas, Instituto de Filosofia e Ciências Humanas / Made available in DSpace on 2018-08-16T11:58:17Z (GMT). No. of bitstreams: 1 Freitas_TaisViudesde_M.pdf: 1249566 bytes, checksum: 8f912f0ef2a3939d6329a08298c480b5 (MD5) Previous issue date: 2010 / Resumo: O mundo do trabalho vem sofrendo transformações, frutos do desenvolvimento tecnológico, que levam a um aumento da produtividade. Neste contexto, novas profissões surgem, a exemplo do teleatendimento, caracterizado por uma intensa flexibilidade e elevado grau de precariedade nas relações de trabalho. A oferta destes serviços prolonga-se durante as 24 horas do dia e por todos os dias da semana, exigindo dos profissionais flexibilidade quanto aos dias e horários de trabalho. Nestes serviços, a força de trabalho feminina é majoritária, o que é justificado, no setor empresarial, pelo fato de que as construções sociais acerca da representação da mulher na sociedade atendem às demandas de qualificação deste setor. No presente estudo, objetiva-se analisar sociologicamente a categoria tempo em dois sentidos: como controlador e regulador do tempo produtivo e como organizador do tempo da reprodução social. Na medida em que jornadas flexíveis de trabalho são recorrentes no setor de teleatendimento, cabe analisar quais as conseqüências desta prática sobre a vida social dos trabalhadores. Para tanto, tem-se como objeto de estudo as trabalhadoras de teleatendimento, principalmente aquelas inseridas em regimes excepcionais e com horários freqüentemente alternados, por ser esta uma profissão que alia alta tecnologia e informatização para controle e dinamização do tempo de produção à exigência de horários flexíveis de trabalho / Abstract : The world of labor has been under transformation, originated by technological development, which leads to an increase of productivity. In this context, new professions emerge, as telemarketing, marked by an intense flexibility and high level of precariousness in labor relations. The offer of these services extends 24 hours a day and 7 days a week, demanding flexibility on work schedule from the workers. The female workforce is majority in telemarketing, and the employers explain that by the fact that social constructions on how women are represented in our society comply with the demands of qualification in the sector. In this study, there is an attempt to make a sociological analysis of the concept of time in two different senses: as controlling and regulating productive time and as organizing social reproduction time. As flexible working days are frequent in telemarketing business, the consequences of this practice to workers' social life should be analyzed. In order to do that, the object of study are female call center operators, especially those who work under exceptional schedules and have their shifts frequently alternated, being telemarketing a profession that allies high technology and computerization to control and dynamism of productive time, as well as the demand of flexible working time / Mestrado / Sociologia do Trabalho / Nestre em Sociologia

It is commonly understood that the adoption and development of technological marketing capabilities by firms provides them with immense opportunities to transform their business practices and strategies, so as to strategically position themselves in the market and enhance firm performance. Nevertheless, little attention has, thus far, been given to the empirical investigation of the impact of adopting and developing the technological marketing on Porter‟s five competitive forces and firm performance of SMEs. The principal objective of this study was to fill this void by investigating the influence of the technological marketing on Porter‟s five competitive forces model (industry structure) of SMEs in the Buffalo City Metropolitan Municipality. Secondarily, the study sought to determine the influence of technological marketing capability on firm performance of SMEs in the Buffalo City Metropolitan Municipality; in order to ascertain whether or not the competitiveness of SMEs impacts on their firm performance; to determine whether or not SMEs adopt new and advanced technological capabilities when marketing their products/services and to examine whether or not SMEs adopt new and advanced technological capabilities in order to enhance their performance. The study employs a quantitative method in data collection. Sample data from 211 SME owners/managers in the retail and manufacturing sectors of Buffalo City Metropolitan Municipality was collected for the final data analysis of this project. The sample data was analysed by performing a Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) using AMOS 7 Statistical Analysis software. The principal finding of this study reveals that technological marketing has no significant impact on Porter‟s five forces. In addition, the results showed that technological marketing capability has a positive and significant influence on firm performance. The findings also revealed that SMEs adopt new and advanced technologies when marketing their products and services. The conclusions and implications of the research findings are provided and recommendations are suggested. The researcher recommended non technological strategies for improving SMEs‟ competitiveness and the following technological strategies to boost performance: creating a customer-centric e-commerce strategy, embracing outsourcing, joining e-business community and integrating information management into new marketing technologies. Strategies were also recommended to the government as the policy maker. These include introducing e-business finance arrangement, marketing hubs for SMEs and promoting synergies between technology vendor companies and the small enterprises. The study tried to address marketing technologies‟ policy deficiencies on the side of both SMEs and the government.

The purpose of this master's thesis is to design and create system for company dealing with telephoning, which will simplify and automate the work of their employees as much as possible. System will meet the requirements on modern information system of telemarketing company and will be connected to telephone private branch exchange, from which it will be getting information about all phone calls including their voice records. The work is focused on usage of modern quality technologies and their integration into one system. First part of this work will closely describe requirements on this system and resulting creation of design. In the second part there will be presented used technologies and implementation of particular sections including configuration and connection with telephone private branch exchange. There will be also description of performance measurement process and resulting optimalization of critical sections in which high performance is required.

The Master’s thesis analyses problems connected with purchasing and providing information by the means of telemarketing. On the basis of the obtained imperfections, this Master’s thesis includes the proposal of the process of communication by the means of the customer line, which ensures its more effective function.