In the world of outsourced English-language call centers, the agent's accent often becomes a focal point of discussion. Yet, there's no industry-wide consensus on what constitutes an "acceptable" accent—whether the agent is onshore, nearshore, or offshore. This lack of uniformity reflects the varying needs of brands, each with unique thresholds for what they consider an acceptable accent in their customer experience (CX) strategy.

One brand's "heavy" accent may be another brand's acceptable norm. The real issue arises when brands expect offshore or nearshore agents to sound completely accent-neutral, matching native speakers' fluency and cultural nuances. Sometimes, these expectations are unrealistic, especially if the brand is unable to or unwilling to budget for the desired agent profile.

Let's explore the perceptions, challenges, and realities of agent accents in the call center industry and why focusing solely on accents may be missing the bigger picture.

What Is an Accent, and Why Do We React to It?

At its core, an accent refers to how people pronounce words, influenced by their geographical, social, and cultural background. According to linguistic studies, everyone has an accent—even native speakers. Yet, in customer service, accents often elicit biased customer reactions.

Research shows that people tend to associate certain accents with specific traits. For example, British accents are often perceived as sophisticated, while Southern U.S. accents may be seen as warm and friendly. However, international accents can trigger negative biases, especially when the listener struggles to understand the speaker.

A study published in the Journal of Language and Social Psychology found that people judge speakers with non-native accents as less credible and competent, regardless of the content of their message. This bias presents a significant challenge for nearshore and offshore business process outsourcers (BPOs), where agents speak with accents different from the customer's native dialect.

Understanding the CEFR Scale

Agent accents and English skills are often connected to the Common European Framework of Reference (CEFR). The CEFR scale has become the standard by which the call center industry rates the English aptitude of an agent. It categorizes language proficiency into six levels:

• A1 (Beginner): Basic ability to communicate simple phrases and understand familiar expressions.
• A2 (Elementary): Ability to handle short social exchanges and communicate routine tasks.
• B1 (Intermediate): Can deal with familiar situations and express personal opinions.
• B2 (Upper Intermediate): Ability to communicate effectively on a range of topics and understand complex ideas.
• C1 (Advanced): Proficiency in using language flexibly and effectively for professional purposes.
• C2 (Proficient): Near-native fluency with a deep understanding of idiomatic expressions and cultural nuances.

In the BPO industry, the CEFR scale assesses agents' language skills and matches them to client requirements. The B2 level is the most common requirement that we see for nearshore and offshore outsourcing. However, one company might expect a B2 agent to have minimal accent and flawless grammar, while another may focus more on conversational skills and issue resolution. These differing interpretations can create inconsistencies in hiring practices across the industry.

For BPOs, the challenge is in balancing client expectations with the realities of hiring agents from diverse backgrounds. While the CEFR scale provides a useful benchmark, it shouldn't be treated as a rigid standard. Instead, it should guide hiring decisions focusing on practical communication skills.

Is Accent Neutralization Possible?

The term "accent neutralization" often leads to confusion. Many assume it means eliminating an accent altogether, resulting in a speaker who sounds indistinguishably native. Depending on how you define it, an accent-neutral agent typically refers to someone who can speak English clearly, with minimal regional inflections, and in a way that's easy for customers to understand. This doesn't necessarily mean the agent has no accent but that their speech is smooth, fluent, and free from strong regional markers.

Techniques for Accent Neutralization

Accent neutralization training typically involves:

• Pronunciation workshops: Helping agents adjust their speech patterns to align with standard English pronunciation.
• Listening exercises: Improving agents' ability to recognize and reproduce sounds accurately.
• Speech rhythm training: Teaching agents to mimic the natural flow and intonation of native speakers.
• Articulation practice: Enhancing clarity by focusing on enunciation and syllable emphasis.
• Accent reduction software: Using AI tools that provide real-time feedback on pronunciation and stress patterns.

Off-the-shelf tools are designed for accent neutralization through NLP (Natural Language Processing). These tools use AI to modify speech in real time, making accents more neutral. However, the counterargument is that NLP isn’t a natural conversation, and there is latency. Not to mention, NLP doesn’t always account for cultural competence, idioms, conversational skills, and other nuances required for a smooth, seamless, natural conversation between the call center agent and customer.

While I believe accent neutralization training has some benefits, it’s difficult to completely alter a person’s speech patterns to a point where there is no discernable accent. In fact, a mellifluous-sounding agent with an intriguing accent and strong English comprehension can often help the agent build rapport with the customer.

Agents Know Their Value

Agents working in the call center industry offer a diverse spectrum of skills in virtually every region of the world. Regardless of educational background or previous work experience, agents with a strong command of the English language and minimal to no accent generally expect to be paid an above-market wage.

In 2023, CustomerServ conducted a global survey of thousands of agents working for BPOs worldwide, and it was apparent that “self-awareness” is a thing. Agents know their worth and value to potential employers, and if they speak perfect English without a discernable accent, they’ll expect a commensurate wage reflecting their skill sets.

Therefore, BPOs and clients alike must acknowledge this and incorporate the right wage structures into hiring practices and compensation structures for services provided.

Cultural Competence vs. Accent Neutrality

Cultural competence, which refers to an agent's ability to understand and respect cultural differences in communication styles, values, and behaviors, can be more important than accent neutrality in call center interactions.

An agent who understands a customer's cultural background can better anticipate their needs and respond appropriately. Research from Stetson University suggests managers should focus on increasing cultural intelligence among their service employees. This approach can help bridge the gap between agents with different accents and customers, leading to more positive interactions.

Cultural misunderstandings can lead to poor customer experiences, even if the agent speaks with a neutral accent. Many BPOs are shifting their focus from accent reduction to cultural competence training. These programs teach agents about cultural norms, values, and communication styles to improve interactions with customers from diverse backgrounds.

What's More Important: Accent or Issue Resolution?

While accents play a role in customer interactions, they shouldn't overshadow more critical factors like issue resolution and empathy. Customers are more concerned about solving their problems quickly and efficiently than whether an agent speaks with a neutral accent.

Incorporating metrics like the "understandability score" into CX evaluations can help companies focus on what really matters. An agent with an accent, but a high understandability score can still provide excellent service if they possess the necessary problem-solving and communication skills.

Some of the best calls I have ever heard were from agents with a moderate accent. In these instances, agents had effective listening, empathy, critical thinking, cultural intelligence, consistently high Net Promoter Scores (NPS) from customers and, were generally in the top quartile in terms of meeting and exceeding quality scores and KPI metrics.

Accents in U.S.-Based Call Centers

There's a common misconception that U.S.-based call centers guarantee accent-neutral agents. This isn't necessarily true. American agents can have regional accents that may be difficult for some customers to understand.

Onshore call centers do offer the advantage of cultural affinity—agents understand American idioms, slang, and cultural references. However, this doesn't guarantee better customer service.

In fact, some of the best and worst calls I’ve heard in many years have come from U.S.-based agents. Onshore captive (internal company-owned call centers) and BPOs can be just as guilty as their nearshore and offshore counterparts of cutting corners to meet staffing needs, often leading to a drop in hiring standards and quality.

What Do Fellow CX Leaders Think about Agent Accents?

We asked a few of our fellow CX leaders to share their thoughts on agent accents, and here’s some interesting insight: 

“When it comes to agent accents, my primary concern is always the outcome delivered to the customer. A well-trained agent who can clearly articulate solutions and proactively assist the customer is what truly matters, regardless of their location or accent. I agree with the view that accents should not be a barrier as long as communication remains clear and effective. However, I do believe there is a threshold—if an accent, from any country, is so thick that it impairs customer comprehension, then it becomes a real issue. In those cases, additional language training or accent neutralization efforts may be necessary to ensure a seamless customer experience. At the end of the day, clarity and resolution should drive our hiring and training decisions, not just the presence of an accent."

Alvin Stokes | VP Global Reservation and Service Operations Guest Services - Princess Cruises

“I fully support the presence of accents in our call centers as a natural reflection of diversity. Accents are an inherent part of a multicultural workforce and, when paired with fluency, problem-solving skills, and a customer-first mindset, they do not hinder service quality—in fact, they can enhance it. Customers often appreciate the authenticity and human connection that accents bring, sometimes even fostering rapport through shared experiences or curiosity. Ultimately, diversity in language and background strengthens our ability to serve a global customer base, driving both innovation and inclusivity in our operations.”

Ebrahim Hyder | Vice President, Customer Service - Michael Kors

“When customers contact a business, they expect the people on the other end of the phone could be located anywhere. Yes, accents matter as they create a perception with the customer. But, if the agent's fluency, comprehension, and, most importantly, resolution with the customer meets their needs, they're happy.”

Mike Bair | President - Bair Consulting

“If the agent has strong English Proficiency and can resolve the customer's issue, then accent should not play a role in the hiring decision, as long as it’s not an incredibly heavy accent, making it difficult for the agent to communicate effectively.  Some customers still confuse the prevalence of an accent with an agent's ability to resolve an issue.  We sometimes see a correlation between stronger accents and lower CSATs and Time To Resolve. Therefore, we’re more focused on accent harmonization, culture training and other methodologies to help our agents maximize the customer experience.”

Danielle Beneduce Valente | Senior Director, Partner Outsourcing - Toast

“One of the biggest misconceptions in outsourcing is that accent is the primary driver of customer experience. In reality, the real differentiator is English fluency and comprehension.  When agents have strong fluency, they can understand customer issues quickly, even when complex or nuanced, and can communicate clearly and confidently, reducing the need for repetition or clarification.  This leads to effective issue resolution and FCR along with shorter handle times.  When comprehension is lacking, and the agent struggles with intent and picking up on sentiment and contextual clues is when accent becomes the catch all reason for the poor customer experience.”

Dominic Leide | President - The Office Gurus

The Future of Accents in Call Centers

While the accent of a call center agent will remain a highly debated topic in the BPO industry, communication clarity, empathy, cultural competence, understandability, and issue resolution often play a far greater role in delivering exceptional customer service.

Accents are a natural part of language and identity. Therefore, companies should hire agents who can communicate effectively and understand cultural nuances. At CustomerServ, we’re committed to partnering only with high-echelon BPOs with CX in their DNA and progressive operational practices. They diligently work closely with clients to develop the right agent profile and follow strict screening processes to ensure that these skill sets are recruited and retained. Investing in agent development is critical in creating long-term value for brands.

Ultimately, the success of a call center interaction depends on the agent's ability to connect with customers, solve problems efficiently, and create a positive experience. By embracing diversity, investing in comprehensive training, and leveraging technology, call centers can provide outstanding customer experiences in our increasingly globalized world.