Service language: It’s more than just adapting Bahasa

When you outsource to a bilingual call center that would attend to your Bahasa-speaking customers, it is an obvious must for your agents to speak your audience’s language. It is the whole point of partnering with the firm, after all. But more than making sure that your outsourced team is proficient in Bahasa, there’s one more area that your provider must ace before your could truly say that they can take care of your customers. It’s the ability to speak in the way that your market communicates.

The role of your frontline employees is as crucial as your marketing assets in building a public impression about your brand. It’s because customers form an image of your business not solely through the big promotional messages you spread, but also through typical conversations they have with your representatives.

It’s not enough for your customer support agents to use your customers’ native tongue; they should adapt a service language that can capture both your audience’s loyalty and understanding. Here are ways to do so:


•     Choose the right identity


It’s expected from a fine dining restaurant or a five-star hotel to present themselves in a very formal way. But if you use the same facade in a casual establishment that serves a more carefree type of crowd, the approach would seem pretentious or out of character.

The most suitable service language varies from industry to industry and company to company. You should know your audience and understand territorial norms before adapting a vocabulary and tone that customers can feel comfortable using and hearing from your brand.


•     Understand the purpose


Adapting a communication style requires training your team to embody their position and represent your brand’s image through the way they communicate at work. But simply banning words and forcing phrases is not the way to do it.

Make the process a collaborative experience by making everyone understand the reasons for implementing language guidelines. They must realize that sculpting the way they speak is not a repressive action but rather, a part of delivering superb customer service.


•     Give dos and don’ts


After determining the suitable style, you can now make a list of ideal answers to give during certain cases and on particular types of customers. The lexicon doesn’t have to be a long dictionary or a complex script; just compile suggested responses and words that should be avoided during a call.

It’s advisable to also include how people generally define offensive, insulting, or coercive language so that agents can refrain from talking in such ways.

Your service language is on the same level of importance as the people using it to represent your brand. Choose it well and let your agents adapt it willingly. Otherwise, it might cause miscommunication in the transactions you make or receive.



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