Your company needs a call center to be competitive. The Art of Telemarketing is your guide to the technology, techniques, and trends in today's call centers. This authoritative guide written by Yehuda Fulda, an expert in the industry, will guide you on the essentials of establishing and operating an efficient call centre. Including in-depth coverage on facilities and workstation design, buying the right equipment, software, monitoring agents, measuring productivity, getting past the gatekeepers and enhancing customer relationships. It explains everything you need to effectively run a call center and offers call center managers and trainers information with which to benchmark training and identifies best practice in learning and development.
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Yehuda Fulda is the current president of TGX Holdings, a vast diversified holding company that encompasses real estate, consumer products, venture capital and more. In 1992, when Fulda was seventeen, he started his career at New York Life. However, being one of the youngest agents to ever work for the huge multinational did little to dissuade his entrepreneurial spirit. At NY Life, Fulda hired two telemarketers in order to set appointments. By doing so, he was able to give the appointments to other agents, splitting the commission with his colleagues – without needing to sell any insurance himself. NY Life did not agree with Fulda’s methods for success and he left the company soon after. Less than a year later, at eighteen, Fulda opened his own telemarketing firm in Woodlawn, Maryland, with a focus on fundraising for charities. After a period of explosive growth, the firm expanded to three locations and employed over 250 telemarketers – all of them focused on fundraising. In 1995, Fulda had the foresight to see the lightning-fast growth of the telecommunications industry and intended to convert his call centers to selling long-distance phone service. Not wanting to lose the charitable fundraising business that was successful and profitable, he reached an agreement with the Maryland Correctional Institution for Women. He then gainfully employed 350 of the inmates as telemarketers for his charitable fundraising division. As the telecommunications boom continued, the growth of the company accelerated quickly, more than quadrupling its payroll to over 1,000 staff. Offices sprang up under Fulda’s leadership in Maryland, Delaware and Washington D.C. One of the company’s strengths under Yehuda’s extraordinary leadership was the decision to operate at a fraction of the profit margin of competitors. His was the first company to offer a lower than 7 cents per minute rate for domestic business calls, when his competitors were charging around 10 cents per minute. Fulda sold most of his company’s business clients to MCI WorldCom in 2000, narrowly missing the ensuing collapse of the telecoms industry. Today, they still operate in a wholesale capacity. An entrepreneur at heart, Fulda expanded the reach of his company to venture capital, publishing, consumer products and health and fitness centers. While successfully at the helm of TGX he also consults to business including AT&T, WorldCom, GE Capital and many others.
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