Tiou Clarke | Boosting Jamaica’s customer service for the future

In a world where technology dictates business operations, many companies have neglected the training of customer service staff in basic mathematical and critical-thinking skills. Organisations, particularly those generating billing statements, invoices, and other reports, have placed their faith in algorithms. Utility companies, telecommunication providers, and even educational institutions are not exempt from this trend.

WHY HAS THIS HAPPENED?

Since the introduction of calculators, some people have become overly reliant on these devices, struggling with basic multiplication and division. A trend on TikTok titled ‘150 + 150 = 300’ highlights this reality for many Jamaicans. If you were to ask a random person on the street to recite their four- or seven-times table, they might struggle without counting on their fingers.

SPELLCHECKER AND AUTOCORRECT

Technological tools like autocorrect and spellchecker have reduced the need to learn spelling — a fundamental skill that should be developed from home and expanded upon in schools. Unfortunately, from a young age, children are often handed tablets and phones as distractions. They learn where to find information, rather than understanding the content. Educational programmes on these devices are used, but without follow-up or testing to check for comprehension.

WHAT DOES THIS MEAN FOR YOUNG ADULTS?

According to a 2015 UNESCO report, approximately 162,000 males and over 76,000 females over the age of 15 in Jamaica lacked basic reading and writing skills, making the adult literacy rate approximately 88.2 per cent. Fast-forward to 2023, and about 1.85 million people, or roughly 88.7 per cent of the population above the age of 15, can read and write. Although the literacy rate is around 88.7 per cent, questions remain about the level at which most of the population can read. It can be noted that many students in grades seven to nine are reading at the elementary level. The sad part is that most people never get beyond this level. This translates to students even in grades 11 and upper-six not being able to analyse what they read and form opinions. That is, “I hate reading”.

ARE ASSESSMENTS TARGETING READING SKILLS?

The aim of education is to produce industry-ready individuals capable of changing the world. That means when we train students, assessments should reflect real-world problems that require critical thinking and collaborative skills. Instead, young people leaving high schools attend interviews where written assessments are given and failed, because they are not able to spell or even write a simple business document. The same people enrol in university and when asked to write a simple, persuasive essay, they fail to do so. What is happening with the syllabus that is being taught at the high-school level? Where are the industry-ready professionals that we are training?

TECHNOLOGICAL IMPACT ON READING AND WRITING

Technology, while simplifying and automating tasks, has its drawbacks. We are losing our ability to reason and discern fact from fiction. The Internet, with its self-proclaimed media outlets and reporters, presents questionable statements that may be accepted as truth by those with limited comprehension. Unchecked technology can diminish Jamaicans’ critical-thinking skills. The lack of proper policies regarding the use of technology creates an overreliance on it by students at all levels. Parents, guardians, and those who take care of children need to understand the technology that they are giving students, and what this is doing for critical-thinking skills in the long run.

TECHNOLOGY AND CUSTOMER SERVICE

A recent article by Nationwide News, posted on May by Tauna Thomas, highlighted that grade-seven students are reading at a fourth-grade level, which is concerning. These students will progress through the education system to become the customer service workforce of tomorrow. While they may improve in reading, their critical-thinking and numeracy skills are worrisome. Instances have arisen where customer service agents, when faced with billing disputes, fail to recognise and calculate discrepancies, leading to financial and reputational damages for companies.

WHO SHOULD BE CONCERNED?

Companies, relying on their employees, should prioritise employing talented individuals. With current trends in literacy among young adults, companies offering products that require higher-order thinking should be concerned about their sustainability. Customer service is a costly investment that must be taken seriously. In an article published in The Gleaner on October 13 by Deidri-Ann Blackwood titled ‘Financial costs of bad customer service’, it was noted that companies worldwide could lose approximately 4.7 trillion dollars due to bad customer service. Companies stand to lose that much with staff who are not able to reason at the required level. The Jamaican population also needs to worry about the reasoning capabilities of future leaders and the decisions they will make.

HOW DO WE FIX THE PROBLEM?

A re-evaluation of the curriculum at the basic or kindergarten level is necessary, incorporating critical thinking and life skills from the foundation. For struggling primary- school students, reintroducing the JAMAL programme or a similar modern variant to enforce literacy is vital. Teachers should be trained to create rigorous lesson plans that promote learning and encourage participation. A system requiring parental involvement in their children’s education is also essential. There needs to be a policy that regulates the use of technology in the classroom to reduce reliance on technology. This way, students can build their higher-order thinking skills without the use of technology. Companies can implement rigorous recruitment strategies and continuously train employees in critical thinking and numeracy. This will create a workforce ready to solve complex problems and innovate.

Cultivating a desire to learn and think critically will enable Jamaicans to participate meaningfully in governance. We will understand our voting rights, assess policies against the country’s long-term direction, and make informed decisions. Crime and violence could decrease as people become more open to dialogue. Jamaica will become a nation for invention, family building, and retirement.

Tiou Clarke is a lecturer in the College of Business and Management at the University of Technology, Jamaica. Email feedback to columns@gleanerjm.com.