Study On Cross-Cultural Communication Training For Better Customer Satisfaction Of Foreign Language Call Center, Company A

With the increase of global economy and culture activities, more and more foreigners come to China. They are first class customers to mobile operators, as they generally contribute much higher revenue and profit than the domestic users. For this purpose, X Mobile Group set up several foreign language call centers in some first tier cities, including Shanghai. However, it is found that the foreign customer satisfaction has stayed at a low level, and the main reason can be attributed to cultural differences. It is, therefore, of great importance to study the influence of cultural difference on customer satisfaction, and how to improve it with relevant training.This thesis lists fundamental theories of cross culture communication and customer satisfaction. It then describes the current status of the foreign language call center and low customer satisfaction. The Five Culture Dimensions by Hofstadter, the Context theory by Howard are implemented. Context, power distance, and other cross culture factors are analyzed here. Those factors are blinded to staff so that the customer satisfaction never comes up.After that, this article provides dedicated solutions including cross culture training. The staff will learn the theory of cross cultures and enhance the capability/skill of cross culture communication. It provided detail training schedule, phased implementation plan. The assessment of training result is also provided with detail assessment tables and multiple assessment methodologies. The feedback will be essential and helpful to optimize training result. The issues in the process of solution composition and implementation are roughly analyzed. Then, in addition to traditional training solutions like more exposure to English together with cross culture in the working space, contests of company wide, staff mutual help each other, it also takes a glance at providing service and communication with foreign customer in social web sites like Kaixin, Facebook and mobile application like Weibo, Twitter. Operator should catch up the momentum of social and mobile Internet, otherwise it will be left alone by the customers.The thesis discusses analysis of low satisfaction to foreign language call center, construction of solutions and process of implement. The experiences and lessons in the cross culture communication training could be reference to those who are interested.