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Betclic customer contact-expo-presentation

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A presentation from Customer Contact Expo 2015 about Multilingual and Multicultural contact centre environment

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Betclic customer contact-expo-presentation

  1. 1. Multilingual, Multicultural. D.Appleby 01/10/2014
  2. 2. Introducing myself • 16 Years in Contact Centre Operational Management. • Disneyland Paris, Standard Life, PruHealth, Betclic. • Operational Management, Team Management, WFP, Technical Project Management, Business Intelligence. • PPF Accredited planner. • Previous position, UK WFM and Business Telephony Manager for PruHealth. Contact Centre Expo 2014: David Appleby
  3. 3. Betclic Everest Group • Four Brands under one roof (Betclic, Expect, Everest Poker, Monte Carlo Casino) • Circa 1,500,000 contacts per year • Multiple Contact Channels (WebChat, E-Mail, Telephone, Social Media) • Customer Services based in Malta, Other primary offices in London and Paris • 13 Primary Languages, 15 Secondary Contact Centre Expo 2014: David Appleby
  4. 4. A multi-national working environment cannot only be seen as a challenge but also as an opportunity to gain personal qualities. “I feel it makes me better. I’m learning something new. And I’m learning myself to be more open and understanding.” Employee ECB, Frankfurt European Central Bank
  5. 5. Elephants English: Hunting Elephants in British East Africa French: The love life of Elephants German: The development of the Indian Elephant 1200-1950 (600 pages) American: How to breed bigger Elephants Russian: How we sent an Elephant to the moon Swede: Elephants and the welfare state Spaniard: Elephant fighting techniques Finn: What Elephants think of Finland Norwegian: Norway and its Fjords
  6. 6. Stereotypes
  7. 7. National Stereotyping COUNTRY Negative Stereotype Positive Stereotype COUNTRY STEREOTYPES France UK Germany Italy Sarcastic Talk weather Rains every day Bad teeth Warm Beer Poor food Manners Queuing Innovative Calm Self Depreciative Punctual Efficient Hardworking Honest Beer & Sausages Abrupt Honest to the point of Rudeness Garlic Lazy Rude Will only speak own Language Stylish Gourmet Romantic Think big No personal space Break / Bend rules Bad Drivers Fashionable Romantic Contact Centre Expo 2014: David Appleby
  8. 8. National Stereotyping COUNTRY Negative Stereotype Positive Stereotype COUNTRY STEREOTYPES France UK Germany Italy Sarcastic Talk weather Rains every day Bad teeth Warm Beer Poor food Manners Queuing Innovative Calm Self Depreciative Punctual Efficient Hardworking Honest Beer & Sausages Abrupt Honest to the point of Rudeness Garlic Lazy Rude Will only speak own Language Stylish Gourmet Romantic Think big No personal space Break / Bend rules Bad Drivers Fashionable Romantic Contact Centre Expo 2014: David Appleby
  9. 9. “Be the stereotype - I don't go around trying to pick up all the women at work, but an Italian ‘cold’ and not showing emotions would be more strange than, for example, a Swede behaving the same way, thus would create a more negative reaction. This goes in the line of making the other more comfortable, and in this case even a wall of suspicion is negative.” Employee EMCDDA, Lisbon European monitoring centre for Drugs and Drug Addiction
  10. 10. STEREOTYPES(i) • Mainly about how people ‘do’ or say things • Where do we differ (meetings, personal space) ? • How can we use this -Cultural differences can be played with using stereotypes as a “Common Currency”, i.e. making the other feel more comfortable and, playfully, establish a common ground that trust can be built on • Where are the limits? • Stereotypes in Action - meetings - Parody and Caricatures Contact Centre Expo 2014: David Appleby
  11. 11. Tolerance: Strategy: Accept stereotypes and actively use them for ascribing qualities to a co- worker rather than deficiencies. SOURCE: European Identities and their Limits
  12. 12. STEREOTYPES (ii) • What is Cultural Currency? -Personal Experience of shared cultural events • So how can we use all this? -“Sometimes it’s difficult to see whether it’s nationality or personality.” Train the awareness that it is temptingly easy to use nationality as an excuse for any miscommunication. Employee EMA, Lisbon European Maritime Agency -Examples include: Applying for an ID card, opening a bank account, obtaining a passport or simply shop opening hours. Contact Centre Expo 2014: David Appleby
  13. 13. STEREOTYPES (iii) EMPATHY UNDERSTANDING KNOWLEDGE AFFINITY Contact Centre Expo 2014: David Appleby
  14. 14. STEREOTYPES (iv) Contact Centre Expo 2014: David Appleby https://www.youtube.com/user/copycatchannel
  15. 15. Language
  16. 16. WRONG Pieter Bruegel the Elder (1563)
  17. 17. RIGHT Contact Centre Expo 2014: David Appleby
  18. 18. Language (i) • Oral and written • What you understand may not be what I mean • Customer service and language differences • The hardest word? • HAPPY Contact Centre Expo 2014: David Appleby
  19. 19. Develop a joint “code” where complex language structures and idiomatic expressions are intentionally simplified in spoken language: “You know, you just accept that people are thinking in their original language and structuring things in different ways. I have found occasionally that I have to simplify the way I speak in English to a level that is meaningful to someone else. I can try to describe something, I have to pull it apart into separate components and then build from there. So I have to work backwards to get my points across to them, but I think it’s just fair – you can’t dismiss the fact that an idiomatic British English won’t work.” Employee EMCDDA, Lisbon European monitoring centre for Drugs and Drug Addiction
  20. 20. “If for example something sounds rude I would rather question whether he or she didn’t mean it that way and just used a wrong word because it wasn’t their native language – so I am more tolerant towards the use of language and more willing to go through a lengthy process of proper understanding.” Employee EMA, Lisbon. More tolerance is required towards linguistic mishaps in written communication – an area which is usually more sensitive than spoken communication European Maritime Agency
  21. 21. Language (ii) • Back Translations • What to Translate? • Chat Templates • Training Materials • Corporate Communications / Customer Surveys • Assessment Documents • Quality Management Documents • Coaching Materials • Web FAQ’s • Mental Back Translation. Contact Centre Expo 2014: David Appleby
  22. 22. Language (iii) • Has the Person Understood? • Ask critical words / spot check. • “So how do you say that in your language? […] • Do not assume your language expresses everything you want to say, Actually a foreign language may have more expressive terms than your own… • Zeitgeist • Porcaria / Merde • Esprit De Corps • Status Quo • Lingua franca• Faux -pas • Sotto voce • In Situ • Schadenfreude Contact Centre Expo 2014: David Appleby
  23. 23. Serious Playtime • Play stimulates communication. • Conflict triggers and resolutions. • Encourages self-development. • Non-Verbal communication. Contact Centre Expo 2014: David Appleby
  24. 24. Putting it all together • The ability to work in a multi-cultural environment is a professional quality. • Culture – and language as part of it – is a very powerful tool for understanding others. • National stereotypes are not all bad: they can be used for enhancing multi-cultural communication. • Identify the strength of shared “cultural currencies”. • Multilingual communication requires specific sensitivity – use all available tools! Contact Centre Expo 2014: David Appleby
  25. 25. “Building a community of human beings who are able to grasp the spirit, the aroma, the atmosphere of another language and not in a triumph of total multilinguility. A Europe of polyglots is not a Europe of people who are perfect in several languages, but of people who are able to communicate by speaking one's own language and understanding the language of others, even though one might not speak it fluently.” Umberto Eco (1995) The Search for the Perfect Language
  26. 26. Book Recommendation Contact Centre Expo 2014: David Appleby ISBN-13: 978-1904838029 Richard D Lewis http://www.crossculture.com/
  27. 27. Q&A Ultimately, multi-national communication is not only a skill but can also become a specific pleasure which substantially increases the attractiveness of a workplace!

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