5 Features of culturally adaptive call centers

Outsourcing to a call center can give you an instantly wider consumer reach. It’s a much faster and easier approach, especially if you don’t have the resources and time needed to build an in-house customer service team.

However, if you’re catering to consumers from different countries, you can’t just partner with any call center. You must choose a customer support provider that can help you build meaningful relations with your target market regardless of where in the world they are.

But what does it really take to build strong customer relationships that transcend lingual and cultural differences? And what features should you look for in your prospective contact center?


1.     Strategic management

happy diverse company executives having coffee reviewing printed documents

As a growth-focused company, you should only entrust your customer service functions to a company that’s as growth-oriented as you are. They should be able to evolve alongside your company, make adjustments to suit your needs, and actually care about your goals. An outsourcing company can only do these things if they adopt a strategic approach to managing their employees, resources, and processes. Such an approach would allow them to clarify the organization’s vision and mission, which helps ensure that all the decisions they’ll be making contribute to their main objectives.


2.     A diverse, multilingual team

happy young diverse business team

International brands can forge strong customer relationships if they partner with a bilingual or multilingual call center. Speaking the customers’ language allows you to build trust and understanding with your target market. It also makes for a positive customer experience, as agents get to resolve customers’ issues faster if they speak the same language. Plus, a multilingual workforce is also much more likely to employ cultural sensitivity as they interact with people with differing backgrounds.


3.     A customer-centric organizational culture

call center team leader assisting customer support representative

Although multilingualism is definitely one of the features you want your brand to have, lingual dexterity alone isn’t enough. Your customer service representatives, and your entire call center, must have a customer-centric mindset. For companies like this, prioritizing their clients’ needs is something that comes naturally. When you partner with a customer-focused company, therefore, you’re one step closer to building a brand that people will love.


4.     Powerful technologies

IT business team in server room using laptop attending to office tech

There’s no doubt that technology is one of the major forces shaping the customer support industry. Today, consumers expect brands to be available in multiple channels, including the phone, email, social media, SMS, and others. So when you choose an outsourcing provider, be sure that they can manage all these communication platforms. This would let you reach customers in the channel they prefer, which is a sure way to improve the customer experience.


5.     Cultural sensitivity trainings

culturally diverse business executives in meeting

Effective intercultural communication is largely built upon a strong cultural awareness. This is why multilingual contact centers need to train their agents to be more culturally sensitive. As frontline brand representatives, they should be aware of a customer’s preferences, communication style, and beliefs so they can avoid arguments or high-tension situations. Ideally, therefore, your customer service provider must conduct training programs to improve their agents’ cultural adaptability.



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