Last week, my cable had a breakdown, and my mortgage was sold. Again. This put me in the unenviable position of dealing with call centers thousands of miles away both physically and mentally. These were very, very bad brand experiences.
While the folks on the other end truly wanted to be helpful, their accents made them incomprehensible, and they were obviously incented to have no "dead air" time. So they talked incessantly and didn't let me explain the problem (probably because their comprehension wasn't the best.) The experience was an exhausting and painful waste of time. Silly me, after 10 years of serious offshoring, I figured they should be close to getting it right. Not these two companies.
What about your company? Offshoring is here to stay, but maybe serious consideration should be given to more local content when it comes to brand touchpoints. My colleague, Jay Battershell, has written a short paper that brings some real-world insight into the issue. You can find it here: http://www.clearviewfocus.com/feeds/item/america-first/77
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