Download - Article ESP Call Center
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Developing an English for specific purpose curriculum
for Asian callCentres.
Martínez, JosedinLugo, Airlene
Villafañe, Robinson
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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.
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The client
Glocal Financial Services (GFS)
FuturePerfect Business English Specialists
(FPBES)
ESP training and provider
Countries Philippines and India
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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.
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O Theoretical Framework
Genre-based curriculum and systemic functional linguistics.
ESP Approach (genre analysis)
Sidney School (systematical functional linguistics)
New Rhetoric (Rhetorical Genre Studies)
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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.
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O Needs analysis discoveriesInability to
keep control of the call.
Limited lexico-
grammatical choices
Lack of cultural
awareness
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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.
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O Syllabus outline design.Selection of
authentic
listening
texts.
Discourse and
interaction
Listening comprehens
ion tasks
Intecultural
awareness Functio
nal langua
ge input
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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.