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The value of cultural proximity

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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.

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The value of cultural proximity

  1. 1. 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.
  2. 2. 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.
  3. 3. 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.
  4. 4. 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

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