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
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
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 firstname.lastname@example.org