The American Misalignment: Navigating Cultural Differences inEstablishing a Customer Support Center
In late 2022, 112Hub was approached by aU.S.-based medical manufacturing company looking to build a customer supportcenter in Romania. With over 2,000 employees, the client was expanding itsEuropean operations and needed a dedicated team in Bucharest to handle customerinquiries more efficiently. Our task was to assist with legal registration,recruitment, and infrastructure setup, a process that was expected to take sixmonths to get the center operational.
While the project progressed smoothly inmany areas, the U.S. client faced challenges in adjusting to some key culturaland regulatory differences between Romania and the United States, particularlywhen it came to employment practices and decision-making timelines.
The Beginning: Building a CustomerSupport Center in Romania
The U.S. client had high expectations forefficiency and speed, aiming to have the center up and running within sixmonths. We worked closely with three local recruiting agencies in Bucharest tohire a team of 15 customer support professionals, all of whom would workdirectly with the client’s European customers. Given the tight schedule, ourfocus was on ensuring a seamless recruitment process and setting up officeinfrastructure.
From the outset, we noticed somedifferences in business culture. The U.S. client was accustomed to quickdecision-making, short timelines, and frequent status updates. While Romania isknown for its skilled workforce, recruitment processes typically take longer,emphasizing thorough candidate vetting and multiple interview stages to ensurequality hires. Though this was not a significant barrier, it did require someadjustments to align with the client’s expectations for speed.
The Process: Managing Expectations andCultural Adaptations
One of the early challenges we encounteredwas the U.S. client’s desire for regular progress reports, particularly aroundrecruitment. In the U.S., a more transactional and fast-paced approach iscommon in hiring, with frequent updates and clear-cut metrics. In Romania,recruiting is more relationship-focused, with agencies taking a bit more timeto evaluate candidates carefully. To bridge this gap, we arranged frequentcheck-ins with both the client and the local partners to keep everyone alignedand manage expectations effectively.
Another cultural difference surfaced inwork styles. The U.S. managers expected quick responses and fast execution,while Romanian partners valued more detailed discussions and a structuredapproach to decision-making. Although these differences caused some minordelays in areas like contract negotiations, the process was overallcollaborative and productive, and both sides adapted well with some mediationfrom our team.
The Setback: Employment Regulations andPost-Hiring Challenges
While the initial setup phase of theproject progressed smoothly, a significant challenge arose after the supportcenter was fully operational. Once some of the Romanian employees had passedtheir three-month trial period, the U.S. client expressed dissatisfaction with twoemployees and wanted to terminate their contracts. This led to an unexpectedhurdle: the U.S. managers were not fully aware of the more protectiveemployment regulations in the European Union.
In the U.S., it is relatively easy todismiss employees, often with minimal notice. However, in Romania, and acrossthe EU in general, labor laws provide greater protection for employees, makingterminations more complex once the probation period is over. The client foundit difficult to adjust to this regulatory framework, and we had to carefullyexplain the legal implications and help them navigate the process, ensuringcompliance with local labor laws.
This became a key point of tension, as theclient expected more flexibility in managing staff performance. With ourguidance and the help of legal consultants, we found a balanced approach thataddressed the client’s concerns while respecting Romanian labor regulations.Though the process was more time-consuming than anticipated, it highlighted theimportance of understanding local legal frameworks when managing internationalteams.
The Success: A Fully OperationalCustomer Support Center
Despite these challenges, by the six-monthmark, the customer support center was fully operational with 15 employeeshandling inquiries from across Europe. The recruitment phase, though slightlyslower than initially expected, resulted in a highly skilled team ready to meetthe client’s needs.
Once the operational phase began, the U.S.client acknowledged the strength and dedication of the Romanian workforce.Although there were initial difficulties in adapting to the EU’s employmentregulations, both sides came to appreciate the importance of thoroughonboarding and compliance with local laws.
Reflecting on the Experience: LessonsLearned
This project provided valuable insightsinto the differences between U.S. and Romanian business cultures and legalframeworks, particularly regarding employment practices.
- Cultural Adaptation: While the U.S. business culture emphasizes speed and efficiency, Romanian business processes often involve more thorough decision-making. Both sides adapted well, and our role was to ensure clear communication to prevent any misalignment in expectations.
- Understanding Local Employment Laws: The U.S. client’s initial difficulty with EU labor regulations highlighted the importance of understanding local employment practices. Dismissing employees in Romania after the trial period is more complex than in the U.S., and ensuring compliance with local laws was crucial for maintaining a productive work environment.
- Managing Expectations: Regular communication and clear expectations were essential to keeping the project on track. The project’s success came from balancing the U.S. client’s high demands with the Romanian partners’ work styles and legal realities.
By mid-2023, the Bucharest-based supportcenter was successfully established, handling European customer inquiries withefficiency and professionalism. Despite the initial challenges, both the clientand their Romanian team were able to find common ground, ensuring the long-termsuccess of the project.