English Language Competency and Outsourced Call Centers in Bangladesh

Abstract

This paper attempts to investigate whether or not the English competency of Customer Service Representatives (CSRs) is hindering the growth and development of outsourced call centers in Bangladesh. It also looks into the problems being faced by call centers in hiring English competent CSRs. A limited appraisal of the English communication training of the CSRs offered by Call Centre Training Institutes is also within the purview of the paper. With this purpose 33 supervisors of different call centers, who are in charge of monitoring the CSRs, have been interviewed with a questionnaire comprised of both close and open ended questions. The result shows there is scarcity of skilled English communicators which is one of the major barriers in the growth and development of the call centers. However, factors like product knowledge, intercultural communication skills, service personality are also crucial as they are integral for successful transaction and addressing them will pave the way for the progress of the industry. The result also implicitly indicates that mainstream education system in Bangladesh is still unable to produce competent English communicators. The findings of the study reveal that the current shortage of skilled manpower can further become more acute when call center industry grows in line with the expectation of the government. It is also revealed that the call center training institutes are incapable of delivering the kind of training required for the aspirant CSRs. This study pinpoints the necessity of future research in several directions to ensure a balance between the demand and supply of native like fluent English communicators for call center Industry in Bangladesh