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A case study of cross cultural communication issues for Filipino call centre staff and their Australian customers

conference contribution
posted on 06.04.2022, 04:51 authored by Alison OwensAlison Owens
The off-shoring of telecommunications continues to expand achieving near to 70% compound annual growth over the last five years in the global off-shoring of business telephone services. Despite this significant success, selling business services or products over the telephone across culture presents challenges to telemarketers over and above those challenges conventional to mono-cultural business environments. Communicating with strangers across culture is challenging, particularly when the interlocutors do not share the same first language. When this exchange is limited to telecommunication mode, such obstacles may become inflated, yet little research-based literature exists on the topic. This paper reports on a case study of Filipino call-centre staff working in a multinational CRM company contacting Australian customers. Operational and management staff were engaged in a series of interviews over a period of several months and conversational analysis of phone calls was conducted in order to identify the key sociocultural and sociolinguistic challenges for telemarketers with culturally remote customers. This paper explored the extent to which cultural difference affected staff performance and customer satisfaction. Findings suggest that there is functional cultural alignment between Filipino staff and Australian customers and that cross-cultural training and cross cultural immersion in the target community can assist call centre staff cross the boundaries of language and identity with greater success.

Funding

Category 1 - Australian Competitive Grants (this includes ARC, NHMRC)

History

Start Page

1

End Page

10

Number of Pages

10

Start Date

13/07/2008

Finish Date

16/07/2008

ISBN-10

1424420857

ISBN-13

9781424420858

Location

Concordia University, Montreal

Publisher

IEEE

Place of Publication

Canada

Peer Reviewed

Yes

Open Access

No

External Author Affiliations

Intercultural Education Research Institute (IERI);

Era Eligible

Yes

Name of Conference

IEEE Professional Communication Conference.

Parent Title

Professional Communication Conference, 2008, IPCC 2008, IEEE International