Language Training
Guten Tag! Wie geht es Ihnen? You probably wouldn’t be surprised to hear a customer service rep at PSI Global’s Durham headquarters speaking German over the phone to one of the company’s many international partners, but when it’s the despatch manager greeting an engineer at the coffee machine, then you know that the company’s efforts to raise the profile of foreign languages in the workplace is really paying off.
With the help of Angela Arundel and Shan Walker from Bishop Auckland College, and supported by funding from Business Link, over 20% of the company’s 70 employees have been enthusiastically learning French, German and Italian. Initially planned as just a 10-week introduction, the company’s language classes were so popular that a second course is now up and running with even more people participating.
Some of the students had never learnt a foreign language before, others were returning to the classroom to brush up their existing skills and all were delighted with the results. Sue Hunter, Managing Director, led by example by taking all three language courses herself and she emphasised that the classes were an excellent way to broaden cultural horizons across the whole company, not just the front-line sales staff:
“Not only are we learning new language skills, but Angela and Shan have also covered business culture and etiquette in their classes too, ensuring we’re all more aware of the world beyond Bowburn. Exports account for more than 60% of our sales, so this is all extremely relevant to our business. In the future we’re looking at ways of expanding the language programme further, so that every single employee feels more connected with our overseas customers.”
When asked how the language course had helped him in his job, PSI’s European Sales Manager, Ian Davis said “I travel to Italy quite a lot and although I still have to conduct serious business negotiations in English, I’ve been able to practice the Italian I’ve learnt and at least I’m able to order my own dinner now!”
PSI Global’s efforts don’t stop with European languages however, and Hans Waltl, Managing Director of the company’s Far East operations, has been learning Mandarin beginning with an intensive course in Beijing. Most students begin Chinese by using a system of transliterating the characters into the Roman alphabet, but Hans went straight in at the deep end, learning the language and the Chinese characters together. Hans’ achievements were recognised when he received an Asset Languages award from schools minister Lord Adonis for the highest number of exam passes in a non-Latin font language.
In the sales department, the company has actively recruited language specialists and PSI Global’s customer service representatives can now communicate with customers in French, German, Spanish, Russian and Mandarin. Jane Shuttleworth, customer service manager, said “Customers have commented on how much they appreciate our linguistic efforts, even if they speak fluent English themselves. It certainly makes a big difference to business relations.”
In the age of globalisation, it’s not only the sales department that has a need for foreign language skills and by employing a Chinese student from Durham University, PSI Global has been able to communicate much more effectively with suppliers in China. David Hunter, Operations Director commented: “Not only can Xiaopin explain our complex technical requirements to suppliers, but she can also advise us about business practices in China, helping us to overcome cultural barriers.”
PSI Global is planning further activities to broaden the company’s international communications. Formidable! as they say in France - and at PSI Global!