By Alan Adler
COO
Outsource Pros

Is there anything more important in a call center than language?

This skill speaks to the fundamental essence of a contact center. It is all about communication and it doesn’t matter if that communication is on the phone talking to an agent, or chatting with another agent via text, email, or chat. Language permeates in every form of communication.

That is why it’s important to get it right.

Expanding into new markets is a significant opportunity for business growth. New markets mean new business and the need for new language skills. Finding these language skills is challenging, and assessing their quality is even harder. The ability to appreciate cultural nuances, buying habits, and business practices, which can vary not just between countries but also between different regions within a country, is crucial. At the heart of effective language capabilities is the ability to respond to customers’ preferences with empathy and understanding.

The Importance of Language Capabilities

Expanding into new markets requires more than just translating words; it involves understanding the cultural context. Language is deeply intertwined with culture, and businesses must be mindful of this when expanding in new markets. To ensure you have the right approach to language in your call center, use this checklist to help ensure success.

1. Cultural Nuances: Different cultures have unique ways of communicating, and what works in one region may not necessarily work in another. For example, in some cultures, direct communication is valued, while in others, a more indirect approach is preferred. Understanding these nuances is essential for building rapport with customers and avoiding misunderstandings. Even within the United States, cultural differences between the coasts, the Midwest or southern States may be subtle, but they are real.
2. Buying Habits Consumers in different markets have distinct buying habits influenced by cultural, economic, and social factors. Tailoring your approach aligning with these habits can increase the effectiveness of your marketing and sales efforts. For instance, customers in one region may prefer in-depth product information, while those in another may prioritize quick and efficient service. Furthermore, age demographics come into play with buying habits with younger generations being more comfortable about sharing their financial or credit card information as opposed to older consumers.
3. Business Practices Business etiquette and practices also vary across regions. For example, negotiation styles, decision-making processes, and expectations around customer service can differ widely. Adapting to these practices is critical for success in new markets.

Challenges in Sourcing and Assessing Language Skills

Finding and evaluating the right language skills for your call center isn’t easy. Be on the lookout to:

• Identify Proficiency – Language proficiency goes beyond basic conversational ability. It includes understanding industry-specific terminology, cultural context, and the ability to convey empathy and professionalism. Standardized language tests may not fully capture these nuances, making it difficult to assess true proficiency. Furthermore, accent neutralization programs should be measured carefully to ensure they help agents achieve the level of communication your customers expect.
• Cultural Fit – Even if an agent is ‘technically’ proficient in the language you need, they may not necessarily be a cultural fit for your organization or the market you are targeting. It’s essential to consider not only linguistic skills but also cultural awareness and adaptability.
• Training and Development – Once you have found the right talent, ongoing training and development are important for new hires and helping agents develop their own skills to support more complex transactions. Language and cultural trends evolve, and continuous learning ensures that your team remains up-to-date and effective in their communication.

Build a Comprehensive Language Capability Strategy

To successfully access new language capabilities for your call center, it’s essential to develop a comprehensive strategy. Consider these steps:

Conduct a Needs Assessment

Start by identifying the specific language requirements for your target markets. Consider factors such as the primary language(s) spoken, regional dialects, and cultural preferences. This assessment will help you determine the scope of language capabilities needed.

Language Experts

Collaborate with language experts who understand the intricacies of the languages and cultures you are targeting. These experts assist with recruiting, training, and developing language proficiency assessments tailored to your needs.

Training Programs

Develop training programs that focus not only on language proficiency but also on cultural awareness and customer service skills. Incorporate role-playing, real-world scenarios, and continuous feedback to enhance learning.

Leverage Technology

Utilize technology to support your language capabilities such as translation and interpretation software, AI-powered language tools, and multilingual customer service platforms. These technologies can enhance efficiency but be mindful to balance technology with human empathy and understanding.

Monitor and Evaluate Performance

Regularly monitor and evaluate the performance of your language capabilities. Make use of customer satisfaction scores, track key performance markers, and adjust when the data makes the case to make changes. Continuous improvement is key to maintaining high-quality language service because language is never static.

By understanding cultural nuances, sourcing and assessing the right language skills, and developing a comprehensive strategy, you can effectively communicate with customers and build lasting relationships. Empathy, cultural awareness, and responsiveness are at the heart of successful language capabilities, enabling businesses to thrive in new markets and deliver exceptional customer experiences.