I once had a job assignment to monitor customers’ calls to troubleshooting agents.<\/p>\n
The agents had to help customers with questions and problems with a combination of communication and entertainment services.<\/p>\n
The goals of the call monitoring were to determine how well customers were being served, to identify agents who should be coached on their techniques, and to identify possible improvements to support applications and processes.<\/p>\n
The native language of most of the customers, all of whom were in the United States of America, was English.<\/p>\n
Spanish, however, clearly was the native language of some customers. These customers had limited or less-than-fluent skills with English, which they spoke with their native accent — for example, from Mexico.<\/p>\n
One of my peers had visited a call center in Wisconsin, where none of the agents spoke Spanish.<\/p>\n
Listening to calls and watching agents in action, she observed how they handled calls from customers whose first language was Spanish.<\/p>\n
What she learned was a bit surprising but also made sense.<\/p>\n
The agents who established the best rapport and communication with Spanish-as-first-language customers changed their accents to those of their customers.<\/p>\n
Some might call this patronizing — or matronizing — but it makes sense to me.<\/p>\n
Because the callers were hearing English spoken in the way that they spoke it, they understood the agents better.<\/p>\n