EnglishBonus

Many companies nowadays worry about growing and retaining their customers. They invest millions of dollars in advertising in the English Language

focusing on reaching native speakers, and forget that the ever growing Hispanic population represents 16.3% of the US households. In other words, Hispanics represent 50.5 million people with buying power of $1 trillion dollars. So there is plenty of opportunity for growth on this emerging market.

Does your company have an option 2 for Spanish in your Call Center?If you don’t, you should consider this alternative since 75% of the Latino households speak Spanish as their fi rst language.

What happens when a Hispanic customer or prospect wants to call the customer service call center due to an issue with a product or service? They request help from their children to make the translation for them, but are unable to communicate properly. Customer Satisfaction and loyalty gets impacted,

Victor Martinelli

Hispanic Loyalty with Excellent Customer Service

50 | | Marzo/Abril 2015 AbastoMedia.com

feeling as a none important client. If after that call their issue doesn’t get resolved, the parent’s experience will be frustration, anger and dissatisfaction. This will open a gap for the customer to knock on the competition’s door, only if the other company offers native Spanish speakers in their call center.

Hispanics, when well appraised with excellent customer service, become more loyal to a brand.

With the satisfaction gained, they are most of the time sharing positive experiences to their friends and relatives by

word of mouth. So Hispanics’ positive experience more than likely guarantees an increase of referrals, transforming into new customers for companies.

Near-shore Call Centers have gained strength by offering Customer Service Support from Mexico. Since BPO Contact Centers in Mexico are 2 to 3 hours away by airplane, more and more companies are outsourcing the Spanish Support to Centers with great return on investment. Their Hispanic Market continues growing month by month.

Marzo/Abril 2015 | | 51AbastoMedia.com