A STUDY ON ANALYZING CUSTOMER PERCEPTION ON TELE- SALES CALLS TO OPTIMIZE SALES STRATEGIES AND IMPROVE CONVERSION RATES
Dr. John Paul. M
Associate Professor School of Management studies
Sathyabama Institute of Science and Technology, Jeppiar Nagar, Chennai-600 119 johnpaul.soms@sathyabama.ac.in
SNEHA KUMARI
Student of II MBA Department of MBA
Sathyabama Institute of Science and Technology, Jeppiar Nagar, Chennai-600 119 bhartisneha1917@gmail.com
Abstract
The tele-sales channel has emerged as the dominant customer acquisition mechanism in the Indian EdTech sector, yet persistent challenges in customer perception and low conversion rates continue to limit organizational growth. This study examines customer perception towards tele-sales calls and investigates the critical variables that influence conversion outcomes in EdTech companies, with reference to Jyesta Corporate Entity, Bengaluru. A descriptive-analytical research design was adopted, with primary data gathered from 100 respondents via a structured questionnaire. Statistical analyses comprising Chi-Square Tests of Independence, One-Way Analysis of Variance (ANOVA), and Pearson Product-Moment Correlation were applied to examine associations, inter- group differences, and linear relationships among key variables. Findings reveal that 50% of respondents hold negative perceptions towards tele-sales interactions, primarily driven by high call frequency, irrelevant offers, and inadequate personalization. Pearson Correlation established that personalization is the strongest positive predictor of conversion likelihood (r = 0.76, p < 0.001), followed by trust (r = 0.73) and communication quality (r = 0.70). Call frequency demonstrated a significant negative correlation with conversion (r = –0.61). ANOVA confirmed significant inter-group differences in perception scores across both age groups (F = 6.84, p < 0.001) and occupational categories (F = 5.76, p < 0.01). The study proposes a comprehensive tele-sales optimization framework anchored in data-driven segmentation, consultative selling, evening-optimized call scheduling, and structured caller development programmes.
Keywords: Customer Perception, Tele-Sales, EdTech, Conversion Rate, Chi-Square, ANOVA, Pearson Correlation, Personalization, Communication Quality, CRM.
