BPA Featured Article

Culture Matters in 3rd Party Remote Call Monitoring

By Susan J. Campbell, TMCnet Contributing Editor
October 31, 2011

In a multilingual market, it’s critical that call centers have the ability to cater to a variety of customers, regardless of their native tongue. Likewise, it’s critical that 3rd party remote call monitoring technologies can support multiple languages and truly understand the customer experience. 

This was the topic of focus in a recent BPA Quality blog, highlighting the disconnect that can occurs when 3rd party remote call monitoring takes place between the languages, but also the cultural differences that can play into the customer experience. 

The blog writer recounted a recent conversation with a call center executive who shared that he had outsourced call centers in Egypt and his Quality Monitoring Company was headquartered in India. With customers in the Americas, support in Egypt and 3rd party remote call monitoring in India, he was convinced that the optimal customer experience was being delivered. Is that possible?

While it’s true that quality agents can easily speak and understand English, can they readily grasp the American culture? The same question should be applied to listening to the agent speaking French, Spanish or even Mandarin. Even with quality 3rd party remote call monitoring in place, can the agent truly decipher the true quality experience? BPA Quality suggests that the answer is a firm, “No.”

Consider this example shared in the blog. An Indian call center agent asked the traveler from Alabama if he wanted a ‘fagging’ or ‘non-fagging’ room during his Caribbean cruise. The language was in place, the compliance was there, but there was a definite disconnect in the culture. The agent failed to learn the difference between American-English and British-English and who knows what the Alabama man learned from the experience. 

The point of 3rd party remote call monitoring is not just to catch the words and the delivery, but also the meaning when working in multicultural environments. It’s important that the company selected to deliver 3rd party remote call monitoring is able to employ Americans to listen to American calls and natural born speakers to listen to those queues as well. 

Without this focus in your 3rd party remote call monitoring efforts, you can only measure for words, you cannot measure the total customer experience. Fortunately, BPA Quality can offer the 3rd party remote call monitoring capabilities you need, supporting more than 35 different languages. Plus, the company only hires those with the cultural know-how of the language. 

In regards to 3rd party remote call monitoring, the culture matters as much as the words. Don’t settle for anything less if you want to truly optimize the customer experience.
Susan J. Campbell is a contributing editor for TMCnet and has also written for eastbiz.com. To read more of Susan’s articles, please visit her columnist page.

Edited by Jamie Epstein