UKCCC 2021 speaker insight: Three lessons collections firms can learn about linguistics

Dr Leigh Harrington is a Research Associate in the Centre for Language and Law at the Aston Institute for Forensic Linguistics, Aston University. Leigh researches language use and its relationship to issues such as poverty, vulnerability, and power in the context of social policy and social justice. Her PhD thesis in Applied Linguistics investigated spoken debt collection practices used by credit unions. Leigh's current research focuses on how obligation, responsibility, and agency are negotiated through language in written debt collection communication.

Leigh will be sitting on the ‘Customer care: New thinking and best practice’ panel at the UK Credit & Collections Conference 2021 in Newcastle. Here, she shares some initial thoughts ahead of the event:

“There are three key lessons for collections firms I believe are worth further exploration:

1. Language skills are something to invest in: Communication isn’t an input-output model. There are no guarantees that what we mean when we write or speak will be interpreted as we intend by the recipient. This is particularly the problem with written communication. Consequently, we need to ask whether it is ever realistic or achievable to have a one-size-fits-all resolution in written collections communication. Resources might be better invested in equipping people for the complex demands of debt collection interactions. Handling collections interactions is a real skill that requires considerable linguistic flexibility and adaptability.
   
   
2. Collections is fundamentally dialogue: First points of contact should prioritise encouraging individuals to engage in open and meaningful dialogues with collections firms where both parties are (and feel) heard. Traditionally this dialogue is verbal (e.g. telephone interactions) but it’s possible to initiate these dialogues through written communication if the right approach to language-use and calls to action are used. The digital world has opened up endless opportunities for dialogue and collections firms must be as open to interacting online as they are over the phone, embracing consumers’ willingness to communicate by alternative means.
   
   
3. Changing culture is a ‘long game’: Just as stereotypical conceptions of debt collection interactions are culturally very deeply embedded and cannot be changed overnight, the evolution of collections firms’ culture when it comes to communication must also be seen as a long-term shift. The industry has transformed over the last decade, as has the way we communicate as a result of social media and digital tools. How we use language in the digital world is changing too, particularly given that consumers’ demand more personalisation than ever. Firms need to continuously adapt to find ways of communicating that work best for all parties.”

Leigh will be joined on the panel by Chair Kathryn Morgan of Lowell, Gareth McNab of Christians Against Poverty, Jan Mosiewicz of Digimass Ltd and Sarah Conway of Financial Ombudsman Service.

The UK Credit & Collections Conference (UKCCC) will be held on the Thursday 9 September 2021 at the Crowne Plaza, Newcastle.

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