Accent Training in Call Centers - Problems of a Dual Identity

chillibreeze writer — Janani Rajagopal

The British introduced Indians to English and since then it has gone through a metamorphosis. Owing to colloquial influences of various Indian languages, an average Indian’s English is heavily accented. Infact, the manner of speech can determine which part of India the speaker comes from. He or she may be unable to speak English in a neutral accent and the local dialect creeps in unconsciously.

The advent of globalization has led to the opening up of the Indian economy. India is the most sought-after destination for outsourcing, IT jobs and call-center operations as it has a highly educated English-speaking population. The employees in these industries interact with the global community as part of their daily work. A majority of the organizations in the outsourcing industry interact directly with customers the world over and depend solely on English as a medium of communication.

The English-speaking Indian youth is unable to demonstrate linguistic proficiency due to colloquial influences. Indian industries identified this obstacle and attempted to overcome it by establishing training institutes focused on accent neutralization. Employees are also encouraged to speak accented English like their American or European counterparts. Typically, this helps build effective relationships when Western customers contact someone they can relate to who, in reality, is an Indian. There are several companies, which give their Indian employees false names like “Sam”, “John” and “Mike”.

On one hand, the burgeoning outsourcing market has reached its peak on account of the various call centers and help desks outsourced to India. On the other, it has led to a sea change in the lives of Indians, their life style, priorities and motivational factors. The Indian youth is compelled to work unearthly hours while the rest of the world is sound asleep. The constant interaction with Western counterparts has not just influenced his or her English accent, but has also transformed their outlook in life. They are more comfortable with parts of the Western lifestyle like junk food, English television programs and dating, to name a few, as compared to a more traditional Indian lifestyle. This dual identity can lead to a certain amount of confusion and a lack of appreciation or identification with the history and culture of India.

They earn a reasonably good income at an early age and can afford all the material luxuries. This raises a few questions:

Have they retained their individuality?
Is there optimum utilization of their intelligence?
Do these low-end jobs add value to their professional experience?
Do they learn valuable lessons from their career in such interactions?

These questions are difficult to answer. It is imperative that we utilize every opportunity that comes our way to the maximum possible benefit. However, in the long run, it is essential to build value and to live a qualitative and purposeful life.

The key is to adapt to changes as required and, simultaneously, to not allow superficial values to control our lives. When India’s intrinsic values, intelligence and rich heritage come to the fore, we gain insight into the respect and admiration we command across the world.

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