How Can I Help… in Your Mother Tongue?

Imagine calling customer care, frustrated about a service issue, and the agent picks up in your mother tongue. Not just Swahili or English—your actual home language. Kikuyu, Dholuo, Kamba, Luhya. The immediate relief! Like suddenly realizing you’re not in a corporate maze but talking to your auntie or a childhood friend.

Now, flip it. What if they didn’t speak your language at all? Worse, what if they assumed one? “Habari, ndugu” when you’re clearly a Mukisii. The wahala.

The Power of Mother Tongue

Language isn’t just about words; it carries identity, emotion, and history. Speaking someone’s mother tongue builds trust and familiarity—it’s why we naturally warm up to people who speak our language. It’s also why misunderstandings often happen when we’re forced to communicate in a second language.

For example, have you ever tried explaining a complex issue in English or Swahili when your brain is racing in your mother tongue? The struggle is real. Now imagine customer service agents dealing with confused or angry customers who would feel more comfortable speaking their first language. A simple conversation could turn into a long, frustrating back-and-forth just because the right words aren’t landing.

It’s no surprise that businesses worldwide are embracing multilingual customer service. But how practical would it be for Kenyan call centers to serve customers in their mother tongues?

Mother Tongue in Call Centers – Genius or Chaos?

The idea of mother tongue customer support sounds amazing in theory. Fewer misunderstandings, more satisfied customers, and a level of personalization that would make people feel valued. After all, nothing soothes frustration like hearing a familiar language.

But let’s think about the challenges. First, Kenya has over 40 ethnic languages. Training call center agents to be fluent in multiple local languages would be tough. Would an agent have to know three, four, or even five languages to handle calls effectively?

Then there’s the issue of assumption. If a customer calls from Kisumu, should the agent assume they speak Dholuo? That could backfire if they’re actually a Kisii who grew up there. And what happens when a caller switches between languages mid-conversation, mixing Kikuyu with English and a sprinkle of Sheng?

The Middle Ground

So, what’s the solution? A full-fledged mother tongue call center would be complicated, but a hybrid approach could work. Call centers could hire agents fluent in high-demand languages and assign them to specific regions. Simple greetings in multiple languages could make customers feel welcome without overhauling the system.

Ultimately, language is about connection. And in a world where customer service often feels robotic, a touch of mother tongue might be what keeps businesses truly human.

What do you think? Would you prefer customer care in your mother tongue, or is English/Swahili just fine? 🤔.