Question
टेलीमार्केटिंग
Answer :
Word Count : 1228
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टेलीमार्केटिंग ग्राहक सेवा प्रबंधन का एक महत्वपूर्ण माध्यम है, जिसमें टेलीफोन, मोबाइल या अन्य दूरसंचार साधनों के माध्यम से वर्तमान तथा संभावित ग्राहकों से संपर्क स्थापित किया जाता है। इसका उद्देश्य केवल किसी उत्पाद या सेवा को बेचना नहीं होता, बल्कि ग्राहकों की आवश्यकताओं को समझना, उन्हें सही जानकारी देना, उनकी समस्याओं का समाधान करना, प्रतिक्रिया प्राप्त करना और उनके साथ दीर्घकालीन संबंध विकसित करना भी होता है। आधुनिक व्यावसायिक वातावरण में जब ग्राहक विभिन्न कंपनियों और उत्पादों के अनेक विकल्पों में से चुनाव कर सकता है, तब टेलीमार्केटिंग ग्राहक तक शीघ्र और व्यक्तिगत रूप से पहुंचने का प्रभावी साधन बन गई है। टेलीमार्केटिंग में कर्मचारी या प्रशिक्षित प्रतिनिधि फोन के माध्यम से ग्राहक से बातचीत करता है। बातचीत के दौरान ग्राहक की आवश्यकता, बजट, पसंद, समस्या तथा अपेक्षाओं को समझने का प्रयास किया जाता है। इसके आधार पर उत्पाद या सेवा की जानकारी दी जाती है। उदाहरण के लिए, किसी बैंक का प्रतिनिधि ग्राहक को नए बैंक खाते, ऋण, क्रेडिट कार्ड या निवेश योजना के बारे में जानकारी दे सकता है। इसी प्रकार कोई दूरसंचार कंपनी अपने ग्राहकों को नए डेटा प्लान या अन्य सेवाओं की जानकारी फोन पर दे सकती है। इस प्रकार टेलीमार्केटिंग बिक्री के साथ-साथ ग्राहक सेवा का भी महत्वपूर्ण माध्यम है। टेलीमार्केटिंग मुख्यतः दो प्रकार की होती है—इनबाउंड और आउटबाउंड। इनबाउंड टेलीमार्केटिंग में ग्राहक स्वयं कंपनी से संपर्क करता है। वह किसी उत्पाद, सेवा, ऑर्डर, भुगतान, शिकायत या अन्य जानकारी के लिए फोन करता है। इस स्थिति में ग्राहक सेवा प्रतिनिधि की भूमिका अत्यंत महत्वपूर्ण होती है, क्योंकि ग्राहक के अनुभव का सीधा प्रभाव उसकी संतुष्टि और कंपनी के प्रति उसकी धारणा पर पड़ता है।
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