Hispanic’s Loyalty with Excellent Customer Service

Many companies now a day 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 first 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 gets impacted as well as loyalty since they feel as a none important client. If
after that call their issue doesn’t get resolved, the parent’s experience will be frustration,
anger and in-satisfaction. So that will open a gap for the customer knocking the
competition’s door, only if the other company offers native Spanish speakers in their call
center.

Hispanics well appraised with excellent customer service are more loyal to a brand and are
used to as a culture get married with a company. With the satisfaction gained, they are
most of the time sharing positive experiences to their friends and relatives by word of
mouth. So Hispanic’s positive experience more than likely guarantee’s 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.

See you next time; let me know which topic you would like me to write about.

Saludos,

Victor Martinelli

victor@hispanicguru.com