¹Ma. Fe. B. Belasoto,² Lebni T. Bernardino,³ Sheila Mae O. Cantara,
⁴Mary Jane V. Esimos,⁵ Jeremias G. Gabion,⁶ Shelly Joy S. Jungco,⁷Audrey Karyl P. Maligang

¹,² ,³ ,
⁴,⁵ ,⁶ ,⁷School of Arts and Sciences & School of Education. Northern Iloilo Polytechnic State College, Estancia, Iloilo, Philippines.

DOI : https://doi.org/10.47191/ijsshr/v4-i10-40

Google Scholar Download Pdf
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.

Keywords

Call Center Agents, Language Trainer, Language Training, Language Training Practices, BPO Industry.

References

1) Acosta, A. (2012).Oral proficiency level required by the main call centers in El Salvador.University of El Salvador. Available from http://ri.ues.edu.sv/2321/2/Introducci%C3%B3n_y_desarrollo_del_documento.pdf

2) Aneesh, A. (2007).Specters of global communication. Available from https://www.academia.edu/44204586/Specters_of_Global_Communication

3) Bolton, K. (2013).World Englishes and international call centres.World Englishes.32(4)



4) Available from https://doi.org/10.1111/weng.120574

5) Creswell, J. (2009). Research design: Qualitative, quantitative and mixed method approaches. 3rded. SAGE. Available from https://www.researchgate.net

6) Creswell, J.W. and Miller, D.L.(2000). Determining validity in qualitative inquiry. Theory into practice.39(3)Available fromhttps://doi.org/10.1207/s15430421tip3903_2.

7) Dzuba, R. (2015). Exploring the experiences of call center employees regarding business scripting. Walden University Scholar Works. Dissertation and Doctoral Studies.Available from https://scholarworks.waldenu.edu/dissertations

8) Kanjirakkat, J. (2017).Book Review: Aneesh, A. Neutral accent: How language, labor, and life become global.Durham and London: Duke University Press. Available from http://www.lindenwood.edu/files/resources/115-117.pdf

9) Kisiel, A.(2013).Performance measurement and job satisfaction in call centres. Available from https://esource.dbs.ie › handle › mba_kisiel_a_2013

10) Kunche, Aet al.(2011) Analysis and evaluation of training effectiveness.Human Resource Management Research: 1(1): 1-7. Available from http://doi.org/10.5923.j.hrmr.20110101.01.html

11) Lockwood, J. et al. (2008). Englishes in the Philippine business processing outsourcing industry: Issues, opportunities and initial findings. In Bautista, M. S. and Bolton, K. (eds) Philippine English: Linguistic and Literary Perspectives. Hong K Hong Kong University Press.Available from http://www.engl.polyu.edu.hk/call_centre/document/CCCR_Paper04.pdf

12) Lockwood, J. et. al., (2008).English in the Philippine call centers and BPO operations: Issues,opportunities and research. Available from https://doi.org/10.5790

13) Lockwood, J. (2008).What does the business processing outsourcing industry want from English language assessment? Hong Kong Institute of Education.23(2).Available from http://www.futureperfect.com/uploads/lockwood2008.pdf

14) Lockwood, J. et al.,(2012). Call center communication: Measurement processes in non-English speaking contexts.English for Specific Purposes in Theory and Practice. Cambridge: Cambridge University Press. Available from https://www.researchgate.net/

15) Lockwood, J. (2012). Developing an English for specific purpose curriculum for Asian Call centres: How theory can inform practice. English for Specific Purposes.31(1) 14–24. Available from https://dox.doi.org/10.1016/j.esp.2011.05.002

16) Rafiq, M. (2015). Training evaluation in an organization using Kirkpatrick model: A case study of PIA.Journal of Entrepreneurship & Organization Management.Available from 4:151. doi:10.4172/2169-026X.1000151

17) Rehmat, W. et al., (2015). Is training effective? Evaluating training effectiveness in call centers.Electronic Journal of Business Ethics and Organization Studies.20(1) Available from https://www.academia.edu/14184783/Is_Training_Effective

18) Trochim, W.M.K.(2006).Nonprobability sampling. Research methods knowledge base. Available from http://www.socialresearchmethods.net/kb/sampnon.php

19) White, C. (2003).An investigation into the core competencies of an ideal call centre agent: A systemic perspective. University of Pretoria. Available from http://repository.up.ac.za/bitstream/handle/2263/22966/00dissertation.pdf?sequence=1&isAllowed=y

20) Woydack, J. (2019). Language management and language work in a multilingual call center: An ethnographic case study. Available from https://doi.org/10.17345/rio23.79-105

21) Zagabe, M. J. (2017).Impact of English Language Training on Linguistic and Cultural Identity of Call Center Employees. The Qualitative Report, 22(13), 3461- 3480. Available from https://doi.org/10.46743/2160-3715/2017.3438.

VOlUME 04 ISSUE 10 OCTOBER 2021