The Value of Cultural Proximity Cultural proximity is a term used to describe countries or foreign nationals

that have a similar culture background to your own.

In our case similar to that of your customers.

Empathy is key

When it comes to customer care empathy

is key, and empathy is very difficult to

achieve without cultural proximity.

Sharing a joke or lightening the situation

can prove a very valuable skill that helps

your agents get through a difficult support

case.

Your customers need to feel that you

understand them. Rehearsed lines from

people who do not understand the

nuances of the language being spoken or

with distant cultural backgrounds can give

your customers that gut feeling that

something isn’t right.

Even when the agent does a great job of

resolving the issues at hand.

Cultural background is vital

Unfortunately however this is not

something you can learn or teach so the

support agents’ cultural background is

very important. The best way to tackle

this is to near shore or back shore.

This is a concept that doesn’t need to be

sold, however what can make it or break

it in terms of cultural proximity is the

location.

This is why Malta has been increasingly

becoming a destination of choice for

relocating call centres. This country

boasts a wealth of expats from all over

the world as well as a proficient

multilingual native community.

Could you be next? Large companies from the many European countries mainly the UK, Italy and

Germany have already chosen Malta as the best place to relocate their

customer support operations.

Could you be next? Request a call back or email info.centrecom@centrecom.eu