I always wondered about this: someone calls support by phone and the support person is clearly from another country, yet she presents herself with a name that belongs to the language/country where the phone call is made. This is specially true in US/UK where call centers from India are very common since they speak the same language, yet their names are very different.
Another scenario: I live in Argentina, and it's very common for me to receive calls from people who speak Spanish with a really different accent to Argentinians, and use words and expressions that are very uncommon to us. Yet all of them claim to be in my country (which could happen, since there's a huge immigration wave from other Latin American countries). However, at some point I could verify that at least one of those calls, supposedly from Buenos Aires, came from Costa Rica.
Another example: some years ago, a friend of mine was working at a call-center taking orders from one of those infomercial companies. He was ordered to mimick Spain's accent even though he didn't have to lie that he was in Spain, just a Spaniard living in Argentina.
So... why is this? Cultural issues? Racism? User's familiarity? Are there any studies that show this brings more benefits than the obvious losses that came from users catching the company in a lie? Additionally: I used fakeness for lack of a better word, but does this have a name in customer experience?