Abstract
Language training practices, in terms of management of training communication, are common to all call centers. Call center policies, requirements as well as activities are implemented and regularly observed. This descriptive research, which used qualitative analysis, investigated the language training practices employed by language trainers in developing the language skills of call center agents and the call center agents’ perception of the effectiveness of language training provided by the call center. Data were drawn from interviews with language trainers and call center agents. Results revealed that language trainers had the same practices in their respective companies during the language training in terms of language training assessment, monitoring, and coaching. However, in terms of components or key areas in the criteria used for the training processes, and the manner of implementation of the activities or intervention conducted varies from one call center to another. Accent neutralization was taught and practiced to eliminate regional accents while using scripted language is for formats and call branding for first- timers. The findings of this study also showed that language training provided by call centers was perceived differently by call center agents. Call center agents found the training good enough for the job, while others did not. Findings of the study also revealed that the training was more focused on products and less on language aspects. Agents believed that not all knowledge and skills learned were applied in the actual job. Call centers may consider focusing the training on language, specifically on areas/aspects that agents found to have a deficiency.
Highlights
The call center industry develops and executes training programs to inculcate required knowledge, skills, and abilities (KSA) in new hires that must result in the improvement of their performance (Rehmat et al, 2015).Training is a leading strategy for human resource development, generating new skills in people and in achieving organizational objectives
3.1 Language training practices employed by language trainers in call centers
It is shown in the table that all the five language trainers practiced accent neutralization and only language trainers 2 and 5 did not practice the use of scripted language during the language training
Summary
The call center industry develops and executes training programs to inculcate required knowledge, skills, and abilities (KSA) in new hires that must result in the improvement of their performance (Rehmat et al, 2015).Training is a leading strategy for human resource development, generating new skills in people and in achieving organizational objectives. The call center industry develops and executes training programs to inculcate required knowledge, skills, and abilities (KSA) in new hires that must result in the improvement of their performance (Rehmat et al, 2015). Call center training programs use strategies such as accent neutralization and scripted call flow simulations to mold NNS call center agents into communicators able to interact with and understand NS callers (Downing, 2004, cited in Lombard, 2014). These training strategies are supplemented by written knowledge tools that agents can use to look up information with which to assist caller (Herndl&Lacona, 2007, cited in Lombard, 2014). Training effectiveness is to know about the characteristics of organization, training program itself and individuals, before training, during training, and after training (Rafiq, 2015)
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