High Quality Customer Service In Spanish Crucial To Win & Retain Hispanic Consumers.

High quality customer service in Spanish is a pivotal differentiating factor when Hispanics shape corporate brand images and, most importantly, when they make purchase decisions among competitors. According to the national study “Customer Service Impact on Consumer Choice, Loyalty, Brand Reputation and Sustainable Growth” by The Santiago Solutions Group and Hispanic Teleservices Corporation, Hispanic loyalty is fragile as this segment places enormous weigh on the consistent delivery of high quality customer support in Spanish.

The survey indicates that high quality customer service in Spanish/fully Bilingual is significantly more important than retail location, awareness of Spanish advertising, Hispanic community support and recommendations by family and friends when selecting and continuing to do business with a banking, insurance, credit card, or telecom provider.

“Quality in-language in-culture customer experience is a crucial component of a well integrated multicultural initiative designed to win and retain Hispanic consumers because through it, the brand promise comes face-to-face with customers.” said Carlos Santiago, president of The Santiago Solutions Group. “Superb in-language customer service fuels business growth through positive word-of-mouth and yields high return on investments by cementing Hispanic high spenders, loyalists and influencers to the brand,” he added.”

The good news is that nine in ten Hispanics stated that a positive customer service experience influences their decision to continue doing business with a given service brand. Hispanic consumers also appear to be strong advocates and influential with other potential customers. Positive word-of-mouth is common practice as six in ten of Hispanics with a positive customer service experience tell an average of seven family members and friends.

The bad news is that sixty percent of unsatisfactory customer service experiences lead to considerations to change providers. In fact, in the wireless category for example, one in three Hispanic customers that went through an unpleasant customer service experience claimed to have changed service provider. Adding to the high cost of customer churn, about half of Hispanics experiencing a negative customer contact told an average of five friends and family members about the event, further eating at the level of brand reputation and negatively influencing other consumers degree of loyalty.

The study demonstrates that establishing strong bilingual contact center infrastructure is essential to companies’ retaining and effecting goodwill with the Hispanic customer base. “The reason that many companies have failed to establish the appropriate
solution,” according to Kit Cooper of Hispanic Teleservices Corporation, “is that many U.S. companies face significant quality and scalability challenges implementing a robust bilingual customer service strategy in the U.S. labor market.”

About the study “Customer Service Impact on Consumer Choice, Loyalty, Brand Reputation and Sustainable Growth”: A total of 542 Hispanic heads of household involved with making decisions about their household’s credit card, checking account, wireless, insurance, and wireline telecommunications were interviewed in their language of choice – Spanish or English. The sample included the states with the highest Hispanic populations – California, Texas, Illinois, New York, New Jersey, and Florida – in direct proportion to these states’ representation of U.S. Hispanic adults.

For more information at http://www.santiagosolutionsgroup.com