Do Accents of Customer Service Agents Affect Customer Satisfaction?

Do Accents of Customer Service Agents Affect Customer Satisfaction?

OABPO Blog Team Published on February 28, 2014Last updated on October 10, 2020

Yes, the accent of a customer service representative does have an impact on the customer’s satisfaction.

multilingual customer service team speaking to customers in call center

This is what a Zendesk research revealed, underscoring that “The problem with foreign call centers are the foreign accents.”

However, the software development company disclaimed that not all outsourced call centers fail at customer satisfaction.

Zendesk also guessed that the service vendors may not provide sufficient accent training to foreign staff. In addition, the call equipment might even be the one causing customers to mishear agents over the phone.

The customers’ reason for calling could also have an effect on their understanding or reception of the person on the other line. The study says that callers making inquiries and expecting to receive a product are the most satisfied customers, while people who call to complain or check the status of their order are the most dissatisfied.

Whatever the main reason may be, we should not discount the fact that the manner your agent pronounces words still has an impact on your customer’s satisfaction.

To emphasize how much accents really matter, refer to these figures garnered by customer feedback insights and analytics firm CFI Group:

  • Customers handled by American agents rate their satisfaction at an average of 79%
  • Customers handled by foreign representatives are only 58% satisfied

When it comes to customer service effectiveness, here is how foreign-accent call center agents fared against American representatives:

  • Problem resolved: US - 94%; non-US - 85%
  • Problem resolved on first call: US - 67%%; non-US - 50%
  • Problem handled by more than one agent: US - 21%; foreign - 32%
  • Ease of understanding: US - 85%; foreign - 54%
  • Effectiveness in handling issue: US - 84%; foreign - 62%
  • Courteousness: US - 87%; foreign - 75%
  • Interest in helping: US - 85%; foreign - 70%
  • Overall satisfaction: US - 85%; foreign - 66%

In the issue of trust, accent also plays a significant role. The University of Chicago pointed out that if the customers cannot understand the agent, they cannot give their trust. And the heavier the accent, the less information the agent could get from the person on the phone.

Should these numbers discourage you from outsourcing customer service?

customer service agent talking to customer using laptop

Outsourcing is still advisable, especially if you choose BPO centers where voice services are dominantly delivered in the English language.

Companies that concentrate on this are mostly found in countries where the official language is English or in territories where Western culture has a great influence.

As the aforementioned Zendesk research said, accents may only become a problem if the outsourcing firm lacks the right training, so look for a service vendor that goes beyond intonation exercise and focuses more on familiarizing agents with the cultural and lingual context of the customers they serve.

Get in touch with Open Access BPO to outsource your English and multilingual business needs to our highly skilled teams.

Read More

JOIN US ON FACEBOOK
Open Access BPO
Open Access BPO15 hours ago
Among other benefits, 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝗺𝗼𝗱𝗲𝗿𝗮𝘁𝗶𝗼𝗻 monitors and reviews user-generated content to:
• ensure the safety of customers;
• combat spam and potential scams;
• prevent misinformation and fake news;
• boost user experience; and
• cultivate an inclusive community.

𝗕𝘂𝘁 𝘄𝗵𝗶𝗰𝗵 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝗺𝗼𝗱𝗲𝗿𝗮𝘁𝗶𝗼𝗻 𝗺𝗲𝘁𝗵𝗼𝗱 𝗶𝘀 𝗿𝗶𝗴𝗵𝘁 𝗳𝗼𝗿 𝘆𝗼𝘂𝗿 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀?
Explore the fascinating types of #ContentModeration shaping the digital landscape: https://buff.ly/3WR5rn5

----------
Work with our content experts to build a community where everyone feels heard and protected: OpenAccessBPO.com/get-started

#WeSpeakYourLanguage
Open Access BPO
Open Access BPO2 days ago
Preventing your customers from leaving your brand may not be as easy as it sounds, but here are 5 tips your outsourced #CallCenter's customer retention team must consider: https://buff.ly/3Nem7Sb

----------
Ensure brand loyalty with Open Access BPO's high-quality #CustomerSupport. Contact us today: OpenAccessBPO.com/get-started

#WeSpeakYourLanguage
#CustomerRetention
Open Access BPO
Open Access BPO2 days ago
#CallCenter Team Leaders drive progress and ensure top-notch service for your brand's customers.

Want to unlock the secrets to becoming an extraordinary leader for your team?
Here are the 5 biggest enemies of great leadership, along with a few tips on how to be a good leader: https://buff.ly/45LagCr

----------
Partner with Open Access BPO. We have great call center agents and team leaders to guarantee your brand's growth: OpenAccessBPO.com/get-started

#WeSpeakYourLanguage
Open Access BPO
Open Access BPO5 days ago
To build a truly customer-centric organization, your #CustomerExperience team must be highly emotionally intelligent.

Here are the 5 advantages of cultivating #EmotionalIntelligence among your #CallCenter staff: https://buff.ly/43uHbcu

----------
Connect with an #outsourcing firm that can deeply connect with your customers: OpenAccessBPO.com/get-started

#WeSpeakYourLanguage
#CX #CustomerSupport
Open Access BPO
Open Access BPO6 days ago
Love knows no boundaries, and this month, we celebrate the beautiful #diversity that makes us who we are. 𝗣𝗿𝗶𝗱𝗲 𝗠𝗼𝗻𝘁𝗵 honors and uplifts the LGBTQIA+ community, their achievements, and their ongoing fight for equality.

Open Access BPO joins the LGBTQIA+ community in celebrating authenticity, acceptance, and love this #PrideMonth.

Let's all spread love in all of its forms! Happy Pride!

#WeSpeakYourLanguage
#PrideMonth #Pride2023
#OASpeaksWithPride
#OneWithDiversity
Open Access BPO
Open Access BPO6 days ago
#FlashbackFriday: Revisit an enlightening blog post that delves into the historic Stonewall Riots, a pivotal moment in #LGBTQIA+ history.

Let's honor those who paved the way for progress, sparking a movement that continues to inspire change today: https://buff.ly/3C9zdd8

#WeSpeakYourLanguage
#PrideMonth #InclusivityMatters
#PrideMonth #Pride2023 #PrideHistory
#OASpeaksWithPride #OneWithDiversity
Open Access BPO