ELTWeekly Issue #26, Research Paper: Importance of English and CAI on outsourcing

Importance of English and CAI on outsourcing

By Dr. N.K. Mehta & Dr. D. Mehta

Abstract

English is the window to the world. It has been regarded as the international language. With the advent of globalization and privatization the world has turned into a “global village”. Modern technology has also helped to give momentum to the activities related to trade and business. E-business is result of all these latest trends and changes. In order to keep the pace with the growing requirements of the changing world and to make the presence felt at the international platform, it is necessary to provide due importance to English language. It is a well-known fact that Internet has changed the routine affairs of our life. Call centres and consumer care centres are the orders of our present day life. Undoubtedly, in outsourcing sector, English as a language is generating vast job opportunities to our millions of young men and women. The impact of English language cannot be ignored or overlooked. The present paper is an attempt to discuss the importance of English and CAI on outsourcing.

Key Words: E-business, BPO, Call-Centres, CAI, etc.

Rationale of the Paper

The paper is based on theoretical study and explores:

(a)  The Impact of English on Outsourcing.

(b)  The Role and Importance of English in Outsourcing.

(c)  The Computer Assisted Instruction in Training of Call -Centres employees.

Introduction

English is the window to the world. It has been regarded as the international language. With the advent of globalization and privatization the world has turned into a “global village”. Modern technology has also helped to give momentum to the activities related to trade and business. E-business is result of all these latest trends and changes. In order to keep the pace with the growing requirements of the changing world and to make the presence felt at the international platform, it is necessary to provide due importance to English language. It is a well-known fact that Internet has changed the routine affairs of ourlives. Call centres and consumer care centres are the orders of our present day life.

Undoubtedly, in outsourcing sector, English as a language is generating vast job opportunities to our millions of young men and women. English dominates the world of business. In India, English is the language of business and administration.

India is fast opening up to the world economy. After the introduction of New Economic Policy most sectors are now open to foreign investment. Companies from all parts of the world are setting up their offices/branches and business outsourcing centres here and tying up with Indian companies.

The most ambitious young men and women are searching for lucrative jobs in the outsourcing sector. And the first and foremost condition of success of these areas is ability to communicate effectively in English language. The impact of English language cannot be ignored and if we further specify the fact that in India its impact is multifarious.

Due to the century long British colonial rule and the present education system being based on British standards, Indians are proficient in the English language. English is also serving as the Business language of India. Moreover, all official documents and reports including the National Budget are prepared in English. India alone produces two million English speaking college graduates and 300,000 postgraduates annually.  Globalization is changing the way of living and thinking. Even it is changing the way of English language is spoken and written.

Review of Literature

A large number of electronic gadgets had been used to master a foreign or second language. Johnston (1987, p. 29) explains that “the term audio refers to  the electronic transmission of aural material, in both live and recorded forms. The audio medium is utilized in a number of technologies.” According to Johnston, “television and computers emerged as the alluring educational media” (Johnston, p. 30). There is relatively little information available on language teaching through CAI, though there is starting to be more and more (Doshisha Daigaku Johoshori Kyodo Kenkyu Team, 1992; Kitao, S. K., 1992; Kitao, K., 1993a). The study group of English CAI published Hajimete no CAI: Yoriyoi eigo kyoiku o motomete [Introduction to CAI: Seeking Better English Education] (Edasawa et. al., 1992).

The Impact of English on Outsourcing

One of the most notable features of globalization has been the outsourcing of services to countries with cheaper labour costs. Global English has helped to accelerate this fact and given India a competitive edge over other developing countries. As outsourcing knows no boundaries and it is expanding like anything then scope of English language is also getting wider and wider. The impact of English on outsourcing can been witnessed in following areas:

• For generating vast job opportunities in BPO sector.
• For smooth working of the system
• For translation related assignments.
• For promoting business activities at international level.
• For studying typical cases pertaining to business
• For better utilization of manpower
• For official correspondence and documentation.
• For establishing better communication at different levels
• For using latest available technologies
• For advertisement campaigns
• For promoting a brand
• For materializing negotiations

The nature of most of the work that is outsourced is considered call centres, document writing, and even software programming are all occupations that require native level English fluency. Outsourcing really exhibits a competitive advantage for the English speaking nations of the developed world. But India certainly enjoys the benefits of a vast pool of skilled persons who are proficient and well versed in English language.

As it has been stated earlier that India produces the largest number of graduates every year and most of these graduates have knowledge of English language. If we talk in the context of India then language is one of those factors that attract MNCs to contract out their business operations to Indian BPOs and IT companies. Mastery over quantitative concepts coupled with English proficiency enables India one of the hottest spots of the BPO world. It has also enabled the country like India to take advantage of the current international demand for IT.

The world of outsourcing has also given boost to advertising industry and translation activities. In case if any product intends to make its market at international level then English plays a major role to establish communication with its buyers.

Importance of English

English is the most suitable and a fit media due to its vast reach and usage. In translation related activities English becomes the source language, as it is widely understood and has an easy mechanism. Therefore, translators who are engaged in outsourcing prefer English as a core language.

To keep the importance of English alive following are the requirements for the growth of English language in outsourcing:

• To promote the use of English in the society.
• To encourage our young students to learn English as an internaional language.
• To provide opportunities to young speakers of English at large gathering.
• To publish more reading materials in English and develop reading habits.
• To conduct regular seminars, workshops and meetings.
• To provide scholarship in learning English at advance level.
• To conduct research work and establish language labs.
• To conduct regular training programmes for the teachers of English so that they can apply latest technologies and trends in English languages teaching.
• To open call or consumer service training centres.

Matter of fact, in all the existing call/voice centres English is a must language. If one has good communication skills then one can become a “wonder boy or girl” easily. But here “perfectness and accuracy” are the major components to aspire the success.

Computer Assisted Instruction (CAI) in Training of Call -Centres Operators.

Call centre operators being able to speak with an intelligible accent over the phone. Getting pronuncation right – UK English when speaking to people in the UK and North American English when speaking to Americans or Canadians – is considered very important. Most complaints about call centres focus on being understood by the operator and not being able to understand his/her reply.To overcome these problems there are many ways to use computers for English language teaching. First of all, teachers can use them to prepare for classes. They can use a word processing program to write teaching materials and tests. They can use dictionaries, encyclopedias, etc., available on the computer as resources to help them prepare materials. Computer networks are also useful for getting teaching materials, exchanging them with other teachers, and getting new ideas or suggestions for handling particular problems. Students can get different types of input using a computer. Using multi-media materials, computers can display written text and use sounds, still pictures, and video. Students feel things are more real and more easily understood. Through simulation and other techniques, computers can present abstract things in a concrete and easily understood way. They also have access to various types of aids, including dictionaries, pictures, graphs of intonation, and voice recordings. Learning can be individualized using computers. Students can study materials related to their individual goals and what they need or are interested in, with the appropriate difficulty level and at their own pace. Computers can analyze the problems of each student, and the teacher can help individual students with their problems based on the analysis. Moreover, CAI is very helpful in organizing special classes to hone speaking and listening skills of call- centres employees. Use of language Lab may be one of the best options to gear up the speed of learning process.

Computer Assisted Language Laboratory (CALL)

CALL uses the computer to teach language.  The language course materials are already fed into the computer and are displayed according to the features available in the system. Nowadays, there are also laboratories with computers with a connection to the Internet.  These are called Web Assisted Language Laboratories (WALL).

Multimedia Hi-Tech Language Laboratory

There is a lot of software available on the market that can be used in the multimedia language laboratory, for example: Renet, Aristoclass, Hiclass, Globarina, Console OCL-908W, BBC Language Learning Software, Auralog: Tell Me More etc.

Advantages of Language Lab

a) Enables the employees  to listen to model pronunciations or question; repeat/answer/record the same if required, listen to his own performance and compare the same with the model for self assessment which is the key to fast learning.

b) Effective guidance and individual attention from the teacher .

c)  Empowers employees to work at their own pace and privacy.

d)  Helps employees to cognize the language in a veritable context.

e) And briefly, it enables the employees to master the language with ease and flaw.

Conclusion

Above all English as a language appears to dominate the scene at international level meetings, seminars, workshops, conferences, programmes, conclaves etc. Whatever information or messages any organization desires to receive or send then it has to heavily rely upon English. Whereas the language laboratory offers broadcasting, television programmes, web-assisted materials and videotaped off-air recordings in the target language.  In short, a call centre operator can get the experience of having interaction with native speakers through the laboratory.  Hence, the language laboratory has become the need of the hour in any language learning process for communication. In assigning the various duties at different level effective and impressive communication are required and here English holds all the keys to open different channels of communication. When in the most parts of the world English relishes a unique place then in business related schemes and programmes English becomes subtle option to communicate with conviction.

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References

K.N. Sinha, Business Communication, New Delhi: Galgotia Publishing Company, 2004.

Bloomfield, Leonard, Language.

Bright, J.S. Improve your spoken English. Cochin: Stream Lines Publishers Pvt. Ltd., 1983.

Harey, Brush up Your English. New Delhi: Parichay Overseas, 1983.

Prof. V.K. Gokak. English in India, Its Present and Future. Bombay: Asia Publishing House, 1963.

Bygate, M. (2001). Speaking.  In R. Carter & D. Nunan. Teaching English to Speakers of Other Languages. (p. 14-20). Cambridge: Cambridge University Press.

Carter, R. & Nunan, D. (Ed.) (2001). Teaching English to Speakers of Other Languages.Cambridge: Cambridge University Press.

Johnston, J. (1987).Electronic Learning: From Audiotape to Videodisc. Mahwah, N.J.:

Lawrence Erlbaum Associates.

Johnson, E. Marcia and John W. Brine Design and Development of CALL Courses in Japan, CALICO Journal Vol.17 No.2 2000

The Economic Times, Mumbai.

Times of India, Mumbai.

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Dr. N.K. Mehta, Faculty-  Senior Executive Officer-Board of Studies, The Institute of Chartered Accountants of India, New Delhi (India)

Dr. D. Mehta, Reader, Pt. JNIBM, Vikram University, Ujjain (M.P.)

Authors Biography

Dr. Naveen K. Mehta is presently working as a Senior Executive Officer ( Faculty- Board of Studies) in the renowned and prestigious premier Accounting Body of India” The Institute of Chartered Accountants of India”, New Delhi. He has more than seven years of research, academic and teaching experience. He is prolific author of several research papers/articles, published in English language/literature/ business communication/ management related areas. He has been a visiting faculty for business communication in reputed universities and other professional institutions. He has been honoured by the Prime Minister of India and Ministry of Human Resource Development of India on account of his meritorious  and outstanding academic career in the year 2000. He has edited in-house news letters and other related publications. He is UGC- NET & SLET qualified as well triple post graduate in Business Management, Education and English Literature. He has also obtained Ph. D. in English Literature and has special interests in Businesses Communication Skills, Management related emerging issues and in English literature /language/linguistics.

Dr. D. Mehta is a Reader in Faculty of Management Studies, Pt.Jawaharlal Nehru Institute of Business Management, Vikram University, Ujjain. He has more than 12 years of teaching and research experience. He is also Associate Editor in the prestigious Indian Journal of Accounting. He is providing research guidance to several students. He has authored several research papers /articles on Marketing, and other Management related themes. He is also UGC-NET qualified in Management and Ph.D. in Management. He has participated in young scientist congress.