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Business Spanish Call Center Certification – ROI and the Rationale to Support your Business Case

Posted by Elena del Valle on October 4, 2006

By Tony Malaghan
CEO, Arial International

Tony Malaghan

Tony Malaghan, CEO, Arial International

Photo: Tony Malaghan

In a previous article, Business Spanish Call Center Certification –Improving Customer Satisfaction, I talked about the differences between Hispanic customer care and the general market and how this impacts your call center operation. I also looked at the areas of your operation that need to be addressed in a Business Spanish Call Center Certification program. Typically, as with most business decisions, deciding to certify your call center comes back to ROI. In this article I have attempted to address some common questions raised and the resultant benefits to certification.

Should my call center be certified?

The disadvantage that many call center managers have in a bilingual operation today is that senior managers only speak English. This leaves them at a great disadvantage and at the mercy of vendors such as translation companies, recruiters, etc., and their bilingual staff to manage and gauge the operations’ performance, compliance, and customer satisfaction. It is impossible to effectively manage an operation if you don’t have all the information and the consequences can be very damaging to your brand and customer base.

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