Cultural Training- An investment for the future
I had written this article long back. It is uploaded by the 'chillibreeze' folks, on their website as a sample article. This was my musing based on personal experiences in the BPO sector. I researched through various sites to understand the nuances of cultural training and their multiple benefits. I am of the opinion that very few people try to understand the cultural background of the people that they deal with from a business perspective. At the end of the day, we are dealing with humans and not robots, right? It's necessary to understand people and their emotions so that you can work better with them.
Take my own example. I deal with Dutch clients. When I began my interaction with them, I wasn't able to understand their accents. From a single interaction, I drew the conclusion that most of them were rude. I was used to dealing with Americans with whom I had worked with for more than 7 yrs. Americans were direct and overbearing but for some strange reason, I could deal with them. So why couldn't I deal with the Dutch was the question that I kept asking myself during the first month. Finally, an ex-American boss came to my rescue after he heard me whining about my poor communication skills with the Dutch folks. He send me a PDF file which had details on how to deal with the Dutch in business settings. Thanks Americans! You are always around. That's why I am partial towards most of you, personally and professionally. LOL! I have the 'Statue of Liberty' as my laptop wallpaper. My friend thinks that it's taking my American patriotism, way beyond limits. He can take a walk! I am with you!!!! :)
Coming back to the Dutch PDF, it was an interesting read. Today, I have a great working relationship with my counterpart. I have realized that what I concluded as rude is just his way of being direct and it was not personally aimed at me.
In my opionion, this training has to be made mandatory for all those who deal with International clientele. Most of us do not have the time to go to websites to research before taking on work with a new client.
http://www.chillibreeze.com/articles_various/cultural-awareness-training-1011.asp
Prior to her business travel to India, my American friend was very anxious to find out if it was culturally offensive to point your feet at another person. I actually laughed when she said this because my understanding was that any sane person would find that practise to be offensive. Why target Indians alone? Anyway, I explained to her that feet are considered unclean in India and in the case that your feet or shoes touch another person, you are expected to apologize.
But I do understand where my friend’s coming from. After having spent a year in the United States, I was confused with the different cultural traits and practices that I had to get acquainted with. I always got teased on how Indians bob their heads up and down when affirming something and from side-to-side when conveying a 'No'. Then, again, silence can express a 'Yes' or a 'No'.
These cultural traits which were a source of entertainment for my friends actually got me thinking on how our cultures define our fundamental beliefs about how the world works and forms ways in which we interact and communicate with others and develop and maintain relationships. Understanding those differences and adapting to them is the key. These thoughts and actions are so ingrained that we don't even think about them until we are confronted with another culture and another way of doing things. The need for greater cross cultural awareness is heightened in our global economies.
Cross cultural differences in matters such as language, etiquette, non-verbal communication, norms and values can, do and will lead to cross cultural blunders. Thus the business field faced a lot of difficulties such as cultural differences and misunderstandings which prevailed due to the merging and acquisition of the multinational business organizations. The poor understanding and working relation caused too many consequences among the business organizations. The outcome of this was lack of cooperation and poor productivity.
To illustrate this, I have borrowed some examples from internet websites, of cross cultural blunders that could have been avoided with appropriate cross cultural awareness training.
The only alternative to sort out this difficulty was to attain the intercultural competency. Almost all cultures have different etiquette while communicating. Mere knowledge about the language will not be sufficient to sort out the differences and misunderstandings in a cross cultural communication. The tone, emotion and the style of using the languages are very important in the process of cross cultural communication. Lack of experience in expressing the language style properly reduces the self confidence among the staff and develops a poor interpersonal relationship.
Cross cultural communication is the way which is used to minimize the misunderstandings and maximize the understanding to create strong relationships. The multinational companies which suffer due to the cross cultural differences and misunderstandings can rely on cross cultural consultants who can help the multicultural organizations to a greater extent in the international business field. So the best way is to undergo awareness training on cross cultural communication or some research on the target culture.
The experts in this field suggested conducting a comprehensive training program about the cross cultural awareness. But most of the multinational companies were reluctant to invest for the sake of the cross cultural training and language tuition for their staff. But this expense will be so negligible while comparing to the loss which may be created due to the lack of the cross cultural awareness in the field of business.
Take my own example. I deal with Dutch clients. When I began my interaction with them, I wasn't able to understand their accents. From a single interaction, I drew the conclusion that most of them were rude. I was used to dealing with Americans with whom I had worked with for more than 7 yrs. Americans were direct and overbearing but for some strange reason, I could deal with them. So why couldn't I deal with the Dutch was the question that I kept asking myself during the first month. Finally, an ex-American boss came to my rescue after he heard me whining about my poor communication skills with the Dutch folks. He send me a PDF file which had details on how to deal with the Dutch in business settings. Thanks Americans! You are always around. That's why I am partial towards most of you, personally and professionally. LOL! I have the 'Statue of Liberty' as my laptop wallpaper. My friend thinks that it's taking my American patriotism, way beyond limits. He can take a walk! I am with you!!!! :)
Coming back to the Dutch PDF, it was an interesting read. Today, I have a great working relationship with my counterpart. I have realized that what I concluded as rude is just his way of being direct and it was not personally aimed at me.
In my opionion, this training has to be made mandatory for all those who deal with International clientele. Most of us do not have the time to go to websites to research before taking on work with a new client.
http://www.chillibreeze.com/articles_various/cultural-awareness-training-1011.asp
Prior to her business travel to India, my American friend was very anxious to find out if it was culturally offensive to point your feet at another person. I actually laughed when she said this because my understanding was that any sane person would find that practise to be offensive. Why target Indians alone? Anyway, I explained to her that feet are considered unclean in India and in the case that your feet or shoes touch another person, you are expected to apologize.
But I do understand where my friend’s coming from. After having spent a year in the United States, I was confused with the different cultural traits and practices that I had to get acquainted with. I always got teased on how Indians bob their heads up and down when affirming something and from side-to-side when conveying a 'No'. Then, again, silence can express a 'Yes' or a 'No'.
These cultural traits which were a source of entertainment for my friends actually got me thinking on how our cultures define our fundamental beliefs about how the world works and forms ways in which we interact and communicate with others and develop and maintain relationships. Understanding those differences and adapting to them is the key. These thoughts and actions are so ingrained that we don't even think about them until we are confronted with another culture and another way of doing things. The need for greater cross cultural awareness is heightened in our global economies.
Cross cultural differences in matters such as language, etiquette, non-verbal communication, norms and values can, do and will lead to cross cultural blunders. Thus the business field faced a lot of difficulties such as cultural differences and misunderstandings which prevailed due to the merging and acquisition of the multinational business organizations. The poor understanding and working relation caused too many consequences among the business organizations. The outcome of this was lack of cooperation and poor productivity.
To illustrate this, I have borrowed some examples from internet websites, of cross cultural blunders that could have been avoided with appropriate cross cultural awareness training.
- An American oil rig supervisor in Indonesia shouted at an employee to take a boat to shore. Since no-one berates an Indonesian in public, a mob of outraged workers chased the supervisor with axes.
- Pepsodent tried to sell its toothpaste in Southeast Asia by emphasizing that it "whitens your teeth." They found out that the local natives chew betel nuts to blacken their teeth which they find attractive.
- A company advertised eyeglasses in Thailand by featuring a variety of cute animals wearing glasses. The ad was a poor choice since animals are considered to be a form of low life and no self respecting Thai would wear anything worn by animals.
- The soft drink ‘Fresca’ was being promoted by a saleswoman in Mexico. She was surprised that her sales pitch was greeted with laughter, and later embarrassed when she learned that fresca is slang for "lesbian."
- When President George Bush went to Japan with Lee Iacocca and other American business magnates, and directly made explicit and direct demands on Japanese leaders, they violated Japanese etiquette. To the Japanese (who use high context language) it is considered rude and a sign of ignorance or desperation to lower oneself to make direct demands. Some analysts believe it severely damaged the negotiations and confirmed to the Japanese that Americans are barbarians.
- A soft drink was introduced into Arab countries with an attractive label that had six-pointed stars on it. The Arabs interpreted this as pro-Israeli and refused to buy it. Another label was printed in ten languages, one of which was Hebrew. Again, the Arabs did not buy it.
- U.S. and British negotiators found themselves at a standstill when the American company proposed that they "table" particular key points. In the U.S. "Tabling a motion" means to not discuss it, while the same phrase in Great Britain means to "bring it to the table for discussion."
In addition to interpersonal cross cultural gaffes, the translation of documents, brochures, advertisements and signs also offers us some comical cross cultural blunders: - Kellogg had to rename its Bran Buds cereal in Sweden when it discovered that the name roughly translated to "burned farmer."
- When Pepsico advertised Pepsi in Taiwan with the ad "Come Alive With Pepsi" they had no idea that it would be translated into Chinese as "Pepsi brings your ancestors back from the dead."
- American medical containers were distributed in Great Britain and caused quite a stir. The instructions to "Take off top and push in bottom," innocuous to Americans, had very strong sexual connotations to the British.
- In Italy, a campaign for Schweppes Tonic Water translated the name into "Schweppes Toilet Water."
- In a Belgrade hotel elevator: To move the cabin, push the button for wishing floor. If the cabin should enter more persons, each one should press a number of wishing floor. Driving is then going alphabetically by national order.
- In a Yugoslavian hotel: The flattening of underwear with pleasure is the job of the chambermaid.
- In a Bangkok dry cleaner's: Drop your trousers here for best results.
- In an East African newspaper: A new swimming pool is rapidly taking shape since the contractors have thrown in the bulk of their workers.
- Detour sign in Kyushi, Japan: Stop--Drive sideways.
- At a Budapest zoo: Please do not feed the animals. If you have any suitable food, give it to the guard on duty.
The only alternative to sort out this difficulty was to attain the intercultural competency. Almost all cultures have different etiquette while communicating. Mere knowledge about the language will not be sufficient to sort out the differences and misunderstandings in a cross cultural communication. The tone, emotion and the style of using the languages are very important in the process of cross cultural communication. Lack of experience in expressing the language style properly reduces the self confidence among the staff and develops a poor interpersonal relationship.
Cross cultural communication is the way which is used to minimize the misunderstandings and maximize the understanding to create strong relationships. The multinational companies which suffer due to the cross cultural differences and misunderstandings can rely on cross cultural consultants who can help the multicultural organizations to a greater extent in the international business field. So the best way is to undergo awareness training on cross cultural communication or some research on the target culture.
The experts in this field suggested conducting a comprehensive training program about the cross cultural awareness. But most of the multinational companies were reluctant to invest for the sake of the cross cultural training and language tuition for their staff. But this expense will be so negligible while comparing to the loss which may be created due to the lack of the cross cultural awareness in the field of business.
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