article esp call center
TRANSCRIPT
Developing an English for specific purpose curriculum
for Asian callCentres.
Martínez, JosedinLugo, Airlene
Villafañe, Robinson
OThe problem
Poor interactional and discoursal skills and cultural appreciation of the nuance of what the customer is saying.
(GFS) was seeking a provider group to supply English language assessment solutions and an ESP communication training curriculum for its global off-shore call centres.
The client
Glocal Financial Services (GFS)
FuturePerfect Business English Specialists
(FPBES)
ESP training and provider
Countries Philippines and India
OAimsO To improve the language competency levels across
the domain of:Pronunciation
Language accuracy and range
Discourse competenceInteractive capability within the context of the call centre.
O Theoretical Framework
Genre-based curriculum and systemic functional linguistics.
ESP Approach (genre analysis)
Sidney School (systematical functional linguistics)
New Rhetoric (Rhetorical Genre Studies)
O The GFS ESP syllabus outline development.
The communication audit and need analysis.
The auditing process included the collection of a sample of calls from each
account and focus group interviews with key stakeholders.
O Needs analysis discoveriesInability to
keep control of the call.
Limited lexico-
grammatical choices
Lack of cultural
awareness
O The design of ESP syllabus outline.
Key skills in a successful call centre service are:
Listening
Understanding linguistic and cultural nuances of the caller’s
concern.
O Syllabus outline design.Selection of
authentic
listening
texts.
Discourse and
interaction
Listening comprehens
ion tasks
Intecultural
awareness Functio
nal langua
ge input
OReference
Lockwood, J (2011). Developing an English for specific purpose curriculum for Asian call centres: How theory can inform practice. English for Specific Purposes. [Magazine on-line] Available: https://www.researchgate.net/publication/251600707_Developing_an_English_for_specific_purpose_curriculum_for_Asian_call_centres_How_theory_can_inform_practice.