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Phone recording systems allow businesses to record information and categorize it. Usually, these systems are designed to automatically save the recorded conversation into a computer drive for cataloguing. These calls can be easily played back when necessary for an unlimited number of times. Due to this, call recording can be considered as a major marketing tool. It promises plenty of benefits for the market research department. Call recording can be used in actual customer interactions as well as in conducting market surveys through the phone. Either way, companies are able to permanently document consumer responses and these, in turn, can be repeatedly analyzed during the research process. In the marketing world, consumer responses should not always be taken at face value. Consumer responses are often affected by several underlying factors, which companies should be able to understand in order to more effectively communicate to consumers. This is why any market research effort should begin with consumer analysis. Recorded phone calls with actual consumers provide marketers with highly credible and relevant market data that can be used during analysis. Since the calls can be replayed as many times as needed, marketers can dig deeper and more effectively and more accurately analyze the call information. However, in order to get the true vibe of the market and not just of a single consumer, market researchers should interact or survey a large sample of consumers. The ability to remember and understand an interaction with a single consumer is not hard to come by, but when research calls for thousands of consumer responses, call recording will come in handy as it can permanently record all calls made so that marketers do not need to remember data, thus ensuring that no information gets changed or lost in translation. Call recording allows marketers to analyze the exact words used by consumers which may give them more insight about the consumer's personality, and this applies even when you have thousands of interviews to analyze. Despite the importance of call recording in the marketing world, companies are not excused from the legalities of call recording. Call recording is widely used in the business world, but it should be done in an ethical manner. This is regulated by the FSA, the organization responsible for making the rules regarding this matter. The most important rule is that all parties involved in the telephone conversation should be informed that the call may be or is being recorded. However, there is no rule as to how this should be done. Marketers are allowed to use pre-recorded messages, spoken warnings, or even simple warning tones. There are also some situations wherein recording calls is required, but this applies only to selected industries or types of organizations.
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