$5.5B cost of accents
In a new study that sheds light on the significant impact accents have in offshore contact centers, ContactBabel reveals incredible data that quantifies the impact of language barriers on BPOs.
The study surveyed BPOs with offshore operations and U.S. consumers, revealing important insights into how accent-based misunderstandings affect both customer experience and agent well-being.
Key Findings:
Customer Experience Discrepancy: There’s a significant gap between what contact centers believe and what customers actually want. Only 16% of contact centers thought that U.S.-based agents were a top priority for customers but 35% of U.S. consumers say it is a key factor in their customer experience. This shows that many BPOs do not fully understand their customers' needs.
Impact on Hiring: Every BPO in the study admitted that an agent's accent plays a crucial role in hiring decisions. On average, 64% of potential agents are not hired because of their accent, rising even more in South Africa and India.
Repetitions and Costs: Accent-related misunderstandings lead to frequent repetition requests. About 50% of U.S. consumers feel uncomfortable asking offshore agents to repeat themselves, yet 80% of calls involve some form of repetition. These misunderstandings frustrate customers and increase call times, costing the industry over $5.5 billion annually.
This study highlights the need for BPOs to better understand and address the challenges posed by accents in offshore contact centers.
By recognizing these issues and considering voice AI technology, like AI Accent Localization and AI Interpreter, BPOs can improve both customer satisfaction and operational efficiency.
📊Access the full report “Can you repeat that?” The $5.5 Billion Impact of Language Barriers on Offshore Agents & Contact Centers
Also, on Sep 25th join me and Steve Morrell from ContactBabel as we discuss more key findings from the report, live at Fullband 2024 🔥
Sources:
ContactBabel, “2024 US Contact Center Decision Makers’ Guide”
ContactBabel, “US Contact Centers 2023-2027: The State of the Industry”
Helpware, “Global Adoption of Offshore Outsourcing: Statistics”