Multi-brand and multi-language contact centers

Christina Dechent
Christina Dechent
  • Updated

It is very common for contact centers to serve not only one but multiple languages. Often, companies offer their products in different countries. But to guarantee the same professional service for all languages and to optimize costs, contact centers are often managed centrally and are just as often bundled in one place. This way, representatives who know more than one language can be scheduled to answer questions for multiple countries. Also, QA and training are aligned.

The chart below gives a brief overview of the scenario from a babelforce perspective.



Just as common is a multi-brand setup in which companies are offering multiple products each with a different brand name. Often, service centers in these companies are set up similarly to those with multiple languages - one department is organizing the support for all brands (and often they also have service in more than one language).


Both scenarios are featured in this article because from a babelforce perspective they are identically structured. This is how you could set them up:

  • Create a queue for each language and/or brand.
  • Set up brand- or language specific welcome audios; this way you can, for instance, tag a call and associate it with a language or brand. This allows you to do a number of cool things with it afterwards, like setting session variables and update your tickets or logs according to brand and language. Find out more about this by learning about local Automations.
  • In the next step, you set up the routing for each brand and language.
  • Lastly, organize your agents in groups based on their language skills and/or knowledge. Sometimes, you also want to use tags, depending on the outcome you want to achieve.

Finally, you can also build your own automation (the example below refers Freshdesk, however, this is possible for all kind of helpdesks or CRMs).

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