Unit 9: TELEMARKETING AND CALL CENTRES

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Aims and Objectives

In this unit you will learn and practise vocabulary related to telemarketing and call centres.

You will practise the following skills and functions:

  • reading for information
  • summarising written information
  • telephoning for an interview

The grammar of this unit includes:

  • Articles
  • likely to, sure to, liable to and similar expressions
  • Prepositions

Telemarketing

Exercise 1: Selections

Chose the correct answer.

Read the following text:

Telemarketing is a form of direct marketing in which a salesperson uses the telephone to sell products or services. The prospective customers are identified and classified by various means, including past purchase histories, previous requests for information, credit limit, entry forms for competitions or application forms. Names may also be purchased from another company's customer database, or obtained from a telephone directory or some other public list or forum. The classification process is intended to find those prospective customers most likely to purchase the product or service being sold or advertised. Charity organisations, alumni associations and political parties often use telemarketing to solicit donations. Market survey companies use telemarketing techniques to survey prospective or past customers of a client business to assess market acceptance or satisfaction with a particular product, service, brand or company. Public opinion polls are conducted in a similar manner.

  1. a. 
    b. 
    c. 
    ?
  2. a. 
    b. 
    c. 
    ?
  3. a. 
    b. 
    c. 
    ?
  4. a. 
    b. 
    c. 
    ?

Exercise 2: Listening

Now listen to the recording of the text of the previous exercise:

Recording:

Exercise 3: Multiple Choice Questions

Choose the expression, A or B, that is closest in meaning to the expression from the text.

  1. PROSPECTIVE
    a. 
    b. 
    ?
  2. PURCHASE
    a. 
    b. 
    ?
  3. THE CLASSIFICATION PROCESS IS INTENDED TO FIND ....
    a. 
    b. 
    ?
  4. ALUMNI ASSOCIATION
    a. 
    b. 
    ?
  5. TO SOLICIT
    a. 
    b. 
    ?
  6. DONATION
    a. 
    b. 
    ?
  7. MARKET SURVEY
    a. 
    b. 
    ?
  8. OPINION POLL
    a. 
    b. 
    ?
  9. TO ASSESS
    a. 
    b. 
    ?
  10. BRAND
    a. 
    b. 
    ?

Exercise 4: Transformation

In this exercise, fill in the gap in sentence B so that it means the same as sentence A:

Explanation:

Notice this expression from the text:

... those customers most likely to purchase the product.

LIKELY means 'probable'. For example we can say: 'That is not very probable' or 'That is not very likely'.

We can also say: 'It is probable that John will come' or 'It is likely that John will come'.

But these two sentences are not very 'natural' or 'idiomatic'. It is more probable (or likely) that we would say:

'John is likely to come'.

Another example: 'It is more probable (likely) that we would say...' becomes 'We would be more likely (or: likelier) to say...'.

'likely' can be used in this special way, but not 'probable'. We can say 'John is likely to come' but NOT 'John is probable to come'. You can of course say 'John is not likely to come' but you can also use the opposite of LIKELY which is UNLIKELY. For example: 'John is unlikely to come'.

SURE TO and CERTAIN TO can also be used in a similar way.

We can say: 'I am sure (or: certain) that John will come' or 'John is sure (or: certain) to come'. The second sentence is more idiomatic.

LIABLE TO and BOUND TO are only used in the second (idiomatic) way).

LIABLE is similar to LIKELY, but refers especially to something unpleasant, dangerous or generally negative.

For example: 'John is liable to be late' means 'John is likely to be late' but being late is something negative.

Another example: 'Don't climb up that tree! You're liable to fall.'

BOUND TO is similar to SURE TO or CERTAIN TO, but stronger.

'John is bound to come' means that it is absolutely certain that he will come. He will definitely come.

  1. A. The Chinese economy will probably continue growing.
    B. The Chinese economy is to continue growing. ?
  2. A. That flight is always delayed. It probably won't be on time today.
    B. That flight is never on time. It is to be on time today. ?
  3. A. Ask Peter. I'm sure he'll be able to help you.
    B. Ask Peter. He's to be able to help you. ?
  4. A. If we don't improve our service we may lose a lot of customers.
    B. If we don't improve our service we are to lose a lot of customers. ?
  5. A. She's a brilliant student. I'm absolutely certain she'll pass the exam.
    B. She's a brilliant student. She's to pass the exam. ?

Exercise 5: True/False Statements

For each of the statements below, choose True or False.

Read the following text:

Telemarketing is often criticised as being an unethical business practice as some companies make unsolicited calls and often engage in high-pressure sales techniques. Such practices may be subject to regulatory or legislative controls related to consumer privacy and protection. There are several methods that people use to avoid telemarketing calls. Some parts of the world have implemented "Do Not Call" listings in which consumers can indicate that they do not wish to be called by telemarketers. Using caller identification or a privacy manager can allow the targeted subscriber to identify the caller before the call is answered and make the decision not to answer. Answering machines and voicemail can also be used to screen calls, as telemarketers generally do not leave messages. The simplest solution is to ask to be added to the "Do Not Call" list and hang up.

  1. An unsolicited call is a call you didn't ask for.


    ?
  2. Telemarketing always uses high-pressure sales techniques.


    ?
  3. There are no regulations to protect consumers.


    ?
  4. Some people use an answering machine to find out who is calling before they answer.


    ?
  5. If you don't want to talk to a telemarketer perhaps you should just hang up.


    ?
  6. Telemarketers who receive no answer are unlikely to ring back.


    ?

Exercise 6: Exposed Cloze

Use the correct word or expression from the list below to fill in the gaps in the sentences.

  • avoid
  • engage
  • hang up
  • implement
  • screen
  • subject
  • target
  • unethical
Transcript:

Some people say that telemarketing is unscrupulous and unethical.

People who engage in regular physical exercise are less likely to have a heart attack.

Our offer is subject to certain conditions.

We'll have to do it. It's something we can't avoid.

The management has decided to implement a new marketing policy.

Our new perfume will target young women between 18 and 25.

Security companies screen their employees very carefully.

I wasn't interested in what they were selling so I decided to hang up.

  1. Some people say that telemarketing is unscrupulous and .
    ?
  2. People who in regular physical exercise are less likely to have a heart attack.
    ?
  3. Our offer is to certain conditions.
    ?
  4. We'll have to do it. It's something we can't .
    ?
  5. The management has decided to a new marketing policy.
    ?
  6. Our new perfume will young women between 18 and 25.
    ?
  7. Security companies their employees very carefully.
    ?
  8. I wasn't interested in what they were selling so I decided to .
    ?

Exercise 7: Listening

Now listen and repeat in the spaces provided:

Recording:

Exercise 8: Cloze

Insert the definite article THE where it is necessary or "-" (minus sign), where it is not.

Transcript:

Most people don't like - telemarketing calls.

Some governments have implemented controls related to - consumer protection.

Telemarketing is used more in some parts of the world than others.

By using a 'Do Not Call' list, - consumers can indicate that they do not wish to be called.

Caller identification allows you to identify the caller before you answer.

You can also use an answering machine to screen - calls.

Perhaps the simplest solution is to hang up.

  1. Most people don't like telemarketing calls.
    ?
  2. Some governments have implemented controls related to consumer protection.
    ?
  3. Telemarketing is used more in some parts of world than others.
    ?
  4. By using a 'Do Not Call' list, consumers can indicate that they do not wish to be called.
    ?
  5. Caller identification allows you to identify caller before you answer.
    ?
  6. You can also use an answering machine to screen calls.
    ?
  7. Perhaps simplest solution is to hang up.
    ?

Exercise 9: Selections

Chose the correct answer.

Read the following text:

Job Advertisement - Telesales Executive - Excellent Opportunity

In this post you have the first contact with our prospective customers. The first impression you give will set the tone for the rest of their communications with our company. You will take customer details, provide information and recommend our products to the customer. You will be responsible for answering incoming telephone requests and placing outgoing calls both proactively and in follow-up to support the company's marketing and sales strategies. Your function will be to:

  • Answer inbound calls quickly and efficiently.
  • Place outgoing calls professionally.
  • Achieve an outbound target of a minimum of 50 calls per day.
  • Achieve the sales targets set for you.
  • Obtain information from customers and prospects and record it in an

accurate fashion.

  • Input orders according to the current procedure.
  1. a. 
    b. 
    c. 
    ?
  2. a. 
    b. 
    c. 
    ?
  3. a. 
    b. 
    c. 
    ?
  4. a. 
    b. 
    c. 
    ?
  5. a. 
    b. 
    c. 
    ?
  6. a. 
    b. 
    c. 
    ?
  7. a. 
    b. 
    c. 
    ?
  8. a. 
    b. 
    c. 
    ?

Call Centres

Exercise 1: Exposed Cloze

Use the correct word or expression from the list below to fill in the gaps in the sentences.

  • focus
  • hundreds
  • inbound
  • outbound
  • products
  • size
  • survey
Transcript:

A call centre is an office where a company's inbound calls are received, or outbound calls are made, allowing the company to centralize customer service, sales and support functions. Depending on the size of the call centre, a single office could have anywhere from a few dozen to hundreds of telephone staff. Some call centres focus on answering inbound calls, such as a bank that gives customers who need assistance a toll-free number, i.e. the call is free for the customer. Other call centres focus on outbound calls, such as market survey or telemarketing companies. In that case, representatives make outbound calls to ask people to answer survey questions over the phone, or to sell products or services.

A call centre is an office where a company's ? calls are received, or ? calls are made, allowing the company to centralize customer service, sales and support functions. Depending on the ? of the call centre, a single office could have anywhere from a few dozen to ? of telephone staff. Some call centres ? on answering inbound calls, such as a bank that gives customers who need assistance a toll-free number, i.e. the call is free for the customer. Other call centres focus on outbound calls, such as market ? or telemarketing companies. In that case, representatives make outbound calls to ask people to answer survey questions over the phone, or to sell ? or services.

Exercise 2: Multiple Choice Questions

Chose the correct answer.

Read the following text:

Call centres provide a number of advantages. By centralizing telephone-based service and support in one location, companies can easily adjust staffing to match call volume. Call centres can be located almost anywhere, allowing companies to take advantage of time zones and cheaper labour rates in different regions or countries. Call centres also centralize the technology needs of companies, allowing major telecommunications setups to be installed in a small handful of large call centres instead of a number of small offices, making it easier to perform upgrades and training. As call centre equipment and staff can be expensive, many companies outsource their telephone functions to an external call centre. In this case, external call centre staff are trained to answer phone calls from a number of different companies.

  1. Which of the following is not mentioned as an advantage of call centres:
    a. 
    b. 
    c. 
    ?
  2. Outsourcing means that a company:
    a. 
    b. 
    c. 
    ?
  3. Which is correct?
    a. 
    b. 
    c. 
    ?

Exercise 3: Listening

Now listen to the recording of the text of the previous exercise:

Recording:

Exercise 4: True/False Statements

In which of the following cases would you consider outsourcing to Bizkall?

Read the following text:

Is your call centre able to handle all your inbound calls? Outsourcing is the solution. It offers greater flexibility and cost savings. At Bizkall we can offer you customer contact 24/7. We ensure that all enquiries are handled by trained, intelligent specialists. This frees you to concentrate on your core business. Our inbound Call Centre Services include:

  • Media Response (TV, Radio, Press, Direct Mail)
  • Customer Information and Support Lines
  • Telephone Order Lines
  • Dealer and Branch Look Up
  • Donation Lines
  • Internet Response
  1. You advertise, on television, an apparatus that gives people a perfect body in just two weeks.


    ?
  2. You send furniture catalogues to people by post.


    ?
  3. You want to eliminate poverty in Africa and want people to give money to your charity.


    ?
  4. You sell language courses in Spain through advertisements in newspapers and magazines.


    ?
  5. You make a new type of pen that records everything you write. It is sold by selected office equipment shops and bookshops all over the country and you advertise it on the radio.


    ?
  6. You have a webpage describing an electronic device that you manufacture for training dogs, but you don’t want to get involved in sales and solving people’s problems.


    ?

Exercise 5: Listening

Now listen and repeat in the spaces provided:

Recording:

Exercise 6: Exposed Cloze

Use the correct word or expression from the list below to fill in the gaps in the sentences.

  • 24/7
  • core
  • free
  • handle
  • look up
Transcript:

Yes, we also make an electronic dog-training device, but our core business is TV remote controls. Our secretary isn’t able to handle all the phone calls we’ve been receiving. They’ve got call centres in different time zones, so they can offer a round-the-clock 24/7 service. You can look up our number in Yellow Pages.

The Bizkall Call Centre will free you to concentrate on Research and Development.

Yes, we also make an electronic dog-training device, but our ? business is TV remote controls. Our secretary isn’t able to ? all the phone calls we’ve been receiving. They’ve got call centres in different time zones, so they can offer a round-the-clock ? service. You can ? our number in Yellow Pages.

The Bizkall Call Centre will ? you to concentrate on Research and Development.

Exercise 7: Multiple Choice Questions

Choose the correct article (A - AN - THE) to fill in the gaps in the following sentences. If you think no article is needed, choose 'NOTHING'.

  1. Call centre technology evolves constantly, helping ____ staff to assist customers more efficiently.
    a. 
    b. 
    c. 
    ?
  2. Inbound call centres often use ____ automatic call distribution.
    a. 
    b. 
    c. 
    ?
  3. ACD or automatic call distribution routes ____ incoming call to an agent that is free.
    a. 
    b. 
    c. 
    ?
  4. Automatic Dialling automates outgoing calls and may have various levels of ____ sophistication.
    a. 
    b. 
    c. 
    ?
  5. With Interactive Voice Response ____ inbound call is answered by a recording.
    a. 
    b. 
    c. 
    ?
  6. An IVR recording asks ____ customer to press buttons on the keypad in response to a menu of options.
    a. 
    b. 
    c. 
    ?
  7. Intelligent routing is a system that identifies calls and routes them to ____ most appropriate agent.
    a. 
    b. 
    c. 
    ?
  8. For example ____ calls from France would be routed to a French-speaking agent.
    a. 
    b. 
    c. 
    ?
  9. Top and Tail recordings are ____ pre-recorded greetings and goodbyes that sound fresh all day.
    a. 
    b. 
    c. 
    ?
  10. Call monitoring is used by quality assurance staff to ensure that ____ customer’s needs are met.
    a. 
    b. 
    c. 
    ?

Exercise 8: Multiple Choice Questions

Chose the correct answer.

Read the following text:

JOB ADVERTISEMENT

Bizkall Call Centre requires Multi-Lingual Speakers. German – Italian – Dutch. €23,000.

The position involves dealing with customers, handling their queries and resolving them quickly to ensure customer satisfaction. Preferably the successful candidate will be highly customer service oriented and have some experience working in an office environment.

Good communication, problem solving, organisation and computer skills are required. Fluent English and one of the above European languages are essential. Generous remuneration and a fantastic opportunity to progress in a world leader in its sector are guaranteed.

Please contact David or Elena now for immediate interview on 559 1511 or email your CV to us.

  1. The salary indicated (€23,000) is probably:
    a. 
    b. 
    c. 
    ?
  2. If you want to apply for this post you must be able to speak:
    a. 
    b. 
    c. 
    ?
  3. What is not mentioned in the advertisement?
    a. 
    b. 
    c. 
    ?

Exercise 9: Cloze

Carlo has decided to ring Bizkall Call Centre about their Job Advertisement. Fill in the gaps in the following conversation using one word for each gap.

Transcript:
DavidHello, Bizkall Call Centre. David speaking. Can I help you?
CarloHello, yes. My name is Carlo and I’m ringing about your

advertisement. :David: Right then. May I ask you a few questions? :Carlo: Yes, of course. Go ahead. :David: OK. Well first, Carlo, could you let me know your full name, age and phone number, please? :Carlo: First name Carlo, surname Milanese. I’m 27 years old, and my phone number is 0612253289. :David: That’s not an Italian number, is it? :Carlo: No, no. I live in Manchester. My parents are Italian but I was born here. :David: So you speak Italian? :Carlo: That’s right. I’m bilingual. I speak a bit of German too, but I’m not fluent. :David: Right, OK then. Have you ever done any call centre work before? :Carlo: Well no, actually, I haven’t, but I have plenty of office experience. I’ve been working for an import and export company for the last two years, dealing with foreign clients. You know, correspondence, invoices, phone calls. That sort of thing. :David: That sounds very interesting, Carlo. When would you be able to come for an interview? :Carlo: Any time next week if that’s all right. :David: What about next Tuesday, at 10 o’clock? Is that convenient for you? :Carlo: Yes, perfect. :David: Good. Then I’ll look forward to seeing you next Tuesday, Carlo. Thank you for ringing. Goodbye. :Carlo: Bye bye.

DavidHello, Bizkall Call Centre. David speaking. Can I ? you?
CarloHello, yes. My ? is ? and I’m ringing about your

?. :David: Right then. May I ? you a few questions? :Carlo: Yes, of ?. Go ahead. :David: OK. Well first, Carlo, could you ? me know your full name, age and phone ?, please? :Carlo: First name Carlo, ? Milanese. I’m 27 ? old, and my phone number is 0612253289. :David: That’s not an Italian number, is it? :Carlo: No, no. I ? in Manchester. My parents are Italian but I ? born here. :David: So you ? Italian? :Carlo: That’s right. I’m bilingual. I speak a ? of German too, but I’m not fluent. :David: Right, OK then. Have you ? done any call centre work before? :Carlo: Well no, actually, I haven’t, but I ? plenty of office experience. I’ve ? working for an import and export company ? the last two years, dealing ? foreign clients. You know, correspondence, invoices, phone calls. That sort of thing. :David: That sounds very interesting, Carlo. When would you be able to ? for an interview? :Carlo: Any time next week if that’s all right. :David: What ? next Tuesday, ? 10 o’clock? Is that convenient for you? :Carlo: Yes, perfect. :David: Good. Then I’ll look ? to seeing you next Tuesday, Carlo. Thank you for ?. Goodbye. :Carlo: Bye bye.

Exercise 10: Listening

Now listen to the recording of the conversation in the previous exercise:

Recording:

Exercise 11: Cloze

Fill in the gaps in the text below. For each gap there is only one correct answer.

Read the following text:

In many call centres in North America and Europe, labour costs represent the largest share of operating expenses. Someone answering complicated financial questions on the phone in the E.U. may expect over €30,000 a year. Yet these employees often appear to lack commitment and motivation, as can be observed from the high turnover rates. In India, however, the call centre industry is booming. On the one hand, telecom prices have fallen dramatically, but technical issues are not the only reason. Labour costs are a fraction of what they are overseas, and Indian call centres hire university graduates from an enormous pool of skilled labour. India alone produces 2 million English-speaking college graduates and 300,000 post-graduates annually. Although just some 5% of Indians are proficient in English, in a country of more than one billion people, this still represents a labour pool of more than 50 million people. For these employees, a call centre profession is not just a temporary job, but a career they are committed to. The savings for some companies that have outsourced to India have been truly phenomenal, reaching as much as $250 million annually. Insurance, Human Resources, and Finance and Accounting services are some of the most popular sectors.

Transcript:

Because of labour costs many companies are making large savings by outsourcing their English-speaking customer services to external call centres in India, where this is now a booming industry. Technical issues are one of the reasons, but also labour costs are much cheaper, there is an enormous pool of well-qualified workers, and their level of education and motivation is high .

Because of ? costs many companies are making large ? by ? their English-speaking customer services to external call centres in India, where this is now a ? industry. Technical ? are one of the reasons, but also labour ? are much ?, there is an enormous ? of well-qualified workers, and their level of ? and motivation is ? .

Exercise 12: Cloze

Fill in the blanks in the following questions.

Transcript:

What share of operating expenses do labour costs represent?

How much a year may someone in the EU expect?

Do call centre employees in the EU tend to see this work as a temporary job or a long-term career?

Why is the call centre industry in India booming?

What has happened to telecom prices?

What kind of employees are hired by Indian call centres?

How many English-speaking graduates does India produce annually?

How do Indian call centre employees view their profession?

What savings have some companies made by outsourcing to India?

What are some of the most popular sectors?

  1. What share of operating expenses labour costs represent?
    ?
  2. How a year may someone in the EU expect?
    ?
  3. call centre employees in the EU tend to see this work as a temporary job or a long-term career?
    ?
  4. Why the call centre industry in India booming?
    ?
  5. What happened to telecom prices?
    ?
  6. What kind of employees hired by Indian call centres?
    ?
  7. How many English-speaking graduates India produce annually?
    ?
  8. How Indian call centre employees view their profession?
    ?
  9. What savings some companies made by outsourcing to India?
    ?
  10. What are some of the popular sectors?
    ?

Exercise 13: Multiple Choice Questions

Chose the correct answer.

  1. What share of operating expenses do labour costs represent?
    a. 
    b. 
    c. 
    ?
  2. How much a year may someone in the EU expect?
    a. 
    b. 
    c. 
    ?
  3. Do call centre employees in the EU tend to see this work as a temporary job or a long-term career?
    a. 
    b. 
    c. 
    ?
  4. Why is the call centre industry in India booming?
    a. 
    b. 
    c. 
    ?
  5. What has happened to telecom prices?
    a. 
    b. 
    c. 
    ?
  6. What kind of employees are hired by Indian call centres?
    a. 
    b. 
    c. 
    ?
  7. How many English-speaking graduates does India produce annually?
    a. 
    b. 
    c. 
    ?
  8. How do Indian call centre employees view their profession?
    a. 
    b. 
    c. 
    ?
  9. What savings have some companies made by outsourcing to India?
    a. 
    b. 
    c. 
    ?
  10. What are some of the most popular sectors?
    a. 
    b. 
    c. 
    ?

Checklist

Use the following list to check whether you have obtained full benefit from this unit. You should have more confidence in:

  • reading for information
  • summarising written information
  • Telephoning for an interview

You should also have greater skill and confidence in the use of:

  • Articles
  • likely to, sure to, liable to and similar expressions
  • Prepositions
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