Employee satisfaction as an important KPI tool in telemarketing

Abstract

This study attempts to establish employee satisfaction as an important KPI in telemarketing. A multi-method data collection was adopted to collect primary and secondary data for this study. Primary data was collected by the researcher as an employee of Company Y. This was done through informal talks with management and employees. Secondary data was collected through company questionnaires. The objectives of this study included the following: 1) to demonstrate the importance of employee satisfaction as a vital KPI tool in telemarketing, 2) to establish the relationship between employee-management relations through training, employee motivation, employee commitment, and employee satisfaction, 3) to measure these elements in Company Y, and 4) to provide recommendations on improving employee satisfaction levels within Company Y. Secondary data was collected from a sample of fifty-two questionnaires obtained from Company Y. The sample audience consisted of thirty-three men and nineteen women with a mean age of 21.42 years. Of the seventy-eight employees in the workforce, fiftytwo completed them, yielding a response rate of 66.7%. Participants were all current CSRs (Customer Service Representatives) in the month of February 2005. The external analysis consisted of an environmental scan, a competitive analysis, and a discussion of Company Y’s opportunities and threats. The internal analysis included a discussion of Company Y’s business profile, its management, and its strengths and weaknesses. Employee-management relations were established as the most important element behind employee satisfaction in Company Y. Recommendations were provided to improve employee-management relations as well as overall employee satisfaction.

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