The rapid changes in market conditions and trends often indicate the need for changes in marketing approaches. These changes call for the development and use of newer sales and marketing tools. Call centers belong to a new breed of technology--driven business tools that evolved in direct response to the changes in the present business environment. They offer more flexibility and simultaneously lower costs of meeting customer needs. They bring businesses much closer to their customers by establishing a two--way interactive link with the marketplace.

Businesses spend $40 bn annually on this major marketing medium. Unlike other major marketing tools, however, the costs of this marketing tool have been consistently declining. Even more intriguing is the well--documented fact that this tool yields a return on investment of 20% or better! Proper use of this marketing medium has enabled businesses to multiply the effectiveness of traditional tools such as advertising, promotion and personal sales. Leading corporations are quick to jump on the bandwagon in order to gain a significant competitive advantage.

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