As part of a cost-initiative movement during the mid-1990s, contact center companies took a leap across the pond and began transferring their centers offshore. In doing so, these businesses were able to keep their wallets a little bit fuller, but not without lowering their customer satisfaction scores. This unintended outcome eventually hastened a return to U.S. soil for a good number of these offshore adventurers.
Communications between Americans and representatives at offshore contact centers often suffer from language barriers such as accents and pronunciation, creating customer dissatisfaction. Besides actual anomalies in voice interactions, cultural differences can cause communication issues too—usually from problems in message transmission. Values, beliefs and expectations for behavior accompany all human interactions, and often these are significantly different between countries, leading to missed cues and even insults.
Any of these communication gaffs can cause callers to feel undervalued because they add time to inquiry resolution.
After all, one key to making customers feel appreciated is to respect their time. Think about restaurants that give their customers a small remote control so that they can easily notify the valet service to bring the car around so that it’s waiting when they exit. Or, consider a contact center’s time-saving option that provides a callback service to customers waiting in its IVR queue.
Conversely, when customers and Communicators must continually repeat themselves to be understood, quick questions can turn into aggravating time drains. Even the technology that supports contact center functions can inadvertently add to the call’s duration; bad phone service or a poor Internet connection can ruin a conversation before it gets off the ground.
Quality communications, or the lack thereof, go beyond just accents and cultural differences, of course. When you offshore customer service, you increase the likelihood that call scripts will be followed too closely—in order to avoid introducing vocabulary and cultural hiccups—making customers feel like they’re talking to robots and/or being given irrelevant information. Plus, canned responses slow down the whole customer service process.
Remember that customer service has become one of the most important aspects of a company’s business. In fact, research shows that 66 percent of consumers who switched brands did so because of poor service. More often than not, cutting costs means cutting corners—a decision that may be compromising to your brand.