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ESP Guided Discussion

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Transcript of ESP Guided Discussion

Call Center Communication
Presentation by:
Adriana Estevez and Arabelle Samonte

1. Outsourcing: Global Impact
2. Movement from India to the Philippines
3. Filipino Call Center Issues
4. Scorecard Analysis
5. Final Thoughts
Agenda
Rotate and zoom
The Rise of Outsourcing & It's Impact


Why is the Philippines appealing?
Scorecard
Analysis
CALL CENTER
Global off-shoring exceeds US$300 billion (Lockwood)
Movement from India to the Philippines
The 2 most popular destinations, India and the Philippines, now have between them over 350,000 CSRs, mostly servicing the USA. (Lockwood, 2006, p.145)
Executives say they are now increasingly identifying places best suited for specific tasks. For example: IT companies (At&T) are now specifically outsourcing to India for software programming whereas MNCs (JPMorgan Chase) are in the Philippines.
1) culture
2) employee loyalty
Filipino Call Center Issues
1
) English Instructions
-form over function (Lockwood, 2006, p. 147)
-English instruction and materials are based on American English (Friginal, 2006, p. 332)
-Taglish (Conde- NYTimes)

2)Accent neutralization
-Academic users of English are no less proficient than native speakers of that language and they are not aspiring to speak a standard English variety. What matters is clarity, comprehensibility and L1 English speakers may need to adjust their language to new forms of international academic communication. (Hyland A3, 2006, p. 29)

3)Company identity and recruiting processes

4) Employee identity change
The scorecard aims to assess product or service knowledge and communication skills during the telephone service interaction. (Lockwood, 2006, p. 149)


Final Thoughts
The development of needs analysis
Making materials more authentic and accessible
Training and recruitment assessment
Triangulation
Video
Question 1:
What is your perception on companies outsourcing their businesses in developing countries?
Answers to Question 1
cheap labour costs
creating more jobs in developing countries
uncertain about employee work conditions
maximizing profits for companies
Our answers
Due to globalization, businesses are using English as a
Lingua Franca
in order to communicate with other business counterparts (Lockwood, 2012, p. 109) (Hyland)
T-Rex philosophy:
Many students around the world feel like they need to learn English in order to understand different disciplines to establish their careers successfully (Hyland, 2006, p. 24)
Various companies ranking from Fortune 500 businesses to smaller internet based firms have relocated their customer service operations to countries with available HR and cheap labour costs primarily to improve their financial structures. (Friginal, 2004, p. 331)
Thank You
Theoretically this looks good on paper but how valid, reliable and practical is this form of assessment?
The scorecard is used to provide
judgmental
data about the CSR performance.
Lockwood, 2006, p. 149
The assessment of the call
does not
necessarily seem to include an assessment of the key language components that are essential for successful customer service satisfaction.
Lockwood, 2006, p. 149
The Deconstruction of the QA Scorecard
The scorecard items are divided into 5 stages:

Stage 1: The Opening (Making a connection)
Stage 2:Gathering Information (Act positively)
Stage 3: The Purpose of the Call (Act positively/ Get to the heart of the matter)
Stage 4: The Servicing (Act positively/Get to heart of the matter/Interpret the facts)
Stage 5: The Closing (Close with agreement)
Dialogue 1
Dialogue 2
-Assessment of a call should be "based on a theoretical construct of contextualized, communicative language ability."
(Douglas, 2000, p.1)
Some striking absences in the Scorecard are the functions of apology, explaining clearly and a demonstration of the ability to positively and professionally assert oneself to take control of the servicing within a call.
Lockwood, 2006, p. 157
Lockwood
Caller:

No one
seems to be able to work out the right account on my payment…
it
should
be under the company name Litmus Construction Ltd… I’ve made this request s
o many times
and
nothing
happens.

Agent:
Uh, because we can actually change the account…this account name…

Caller:
But they
haven’t.
I’ve done it already… a
number
of times. If they were changing it, they would have
done
it by now, and they wouldn’t have sent me a new invoice,
which has not happened.

Agent:
This account is still under your husband’s name ma’am, this account is under Bob Burkett Junior, but if… since you would like this account under the name Litmus Construction Ltd…we can do that…it still hasn’t been done and a name change form needs to be filled out…you need….

Caller:
And what would
that
do?

Agent:
Hello? Sorry?

Caller:
And what would that do? It didn’t work the
last few times
. Do whatever you need to, but let me speak to your s
upervisor
in the interim.

I have two conflicting opinions. On the positive side, I could look at it as useful foreign investment, a way to offer developing countries employment and economic growth. On the negative side, I see it as companies doing anything to make more money. I doubt that there is any altruistic motivation to the outsourcing, and they probably try to get away with paying the employees as little as possible.
Bajaj, V. (2011, November 25). A new capital for call centers. The New York Times, Business Day, B1.
Cowie, C. (2007).The accents of outsourcing: the meaning of "neutral" in the Indian call centre industry.
World Englishes, 26(3), 316-330.
Conde, C. (2006, October 20). Call centers' hang-up: English skills - Business - International Herald Tribune.
The New York Times, Business Day.

Friginal, E. (2007). Outsourced call centers and English in the Philippines. World Englishes, 26(3), 331-345.
Hyland, K. (2006). English for academic purposes: An advanced resource book. New York. NY: Routledge/Taylor& Francis.
Lockwood, J.(2006). Call Center Communication: Measurement Processes in Non-English Speaking Contexts. In Belcher, D.(Ed) English for Specific Purposes in Theory and Practice. (pp.143-164) Ann Arbor, MI: University of Michigan Press.
Lockwood, J. (2011). Developing an English for specific purpose curriculum for Asian call centres: How theory can inform practice. English for Specific Purposes, 31(14), 14-24.
Lockwood, J. (2012). Are we getting the right people for the job? A study of English Language Recruitment Assessment Practices in the Business Processing Outsourcing Sector: India and the Philippines. Journal of Business Communication, 49(2), 107-127.



References
Full transcript