Origins enables organisations to tailor their customer service capabilities and operations to suit the unique cultural composition of its customer base. Call Centres can use Origins information to route calls from customers of particular cultural backgrounds to particular customer service staff.
Origins can append, in real-time if necessary, the most likely background of a particular customer. This has implications in a call centre setting, and also in communications and media. Even when the conversation is in English, a whole set of cultural affinities may help create a better customer service experience for the customer.