According to Flyn Penoyer, Certified Management Consultant for Penoyer communications, and author of the book Teleselling Techniques That Close the Sale: "In today's technology based business environment, the telephone has become the face of business. Most companies have more contact with their customers and prospects via the telephone than by any other method The once bad word "telemarketing" has now become a primary producer of the company's image in the marketplace!" (Penoyer) By tying in telemarketing to the telephone, we have not only assured its longevity but have guaranteed its success. This not only assure the passing of telemarketing from one generation to the next, but it also assures us that the success of telemarketing will begat new technology as phone technology evolves. .
Some among us will decide that the conflict perspective is better suited to explain the boom in telemarketing over the recent years. The conflict perspective has merit, and does somewhat lend itself to telemarketing, but does not carry enough weight to explain the recent prosperity. The conflict perspective sees the world in a collective battle. Factions are constantly at odds and in competition. It assumes: understanding social behavior is merely explained by the necessary conflict between social groups; whether that conflict is violent or non-violent. (Schaefer 14). With this in mind we see a need for telemarketers to compete with each other, however we do not necessarily find the need for consumers to remain loyal. The functionalist approach views change as predictable and reinforcing. This promotes loyalty. The conflict perspective, on the other hand, views change as constant and positive sometimes with swift and revolutionary change at the heart of it all (Schaefer 21). In my opinion, this does not lend itself well to promoting loyalty. Customer loyalty can easily be seen as the cornerstone to big business as well as small business.
