The transformation of the demographics in the U.S. in the last few years has been closely watched not just by politicians, but also obviously by commercial entities. The fact of the matter is that the Spanish speaking population is growing and in some states has already meant that people who have classified themselves a “White” no longer represent a majority of the population.
In short, reaching the growing population of U.S. citizens who are either bilingual or predominately Spanish-speaking is a huge opportunity. And, as the front line for interactions, particularly when it comes to outbound marketing but also on creating loyalty on the inbound side of things. Wth this, significant and growing customer segment contact centers are at the center of the action.
How big an opportunity are we talking about, and what is the best way to use the contact center for engagement?
El Paso, TX-based bilingual contact center solutions provider DATAMARK, Inc., has some useful insights on the subject. The company has a new white paper series that addresses multi-channel customer contact and what it says is the $1.2 trillion U.S. Hispanic consumer market.
“Connecting with the Hispanic Market,” a two-part series, is available for complimentary download. Part one addresses the importance of authentic marketing and advertising messages in the Hispanic market, and the value of building trust between customers and contact center agents. Other considerations addressed include language, location, and cultural understanding for effective bilingual customer service across all channels: phone, email, web chat, social media and more.
Part two offers insights on the sheer size of the U.S. Hispanic market, forecast to grow to $1.5 trillion U.S. by 2015. Also noted is the growing influence of Hispanic women in this demographic, and the importance of establishing consumer trust through multichannel customer contact.
DATAMARK Marketing Coordinator David Peregrino, stated that: “We want to share insights on connecting and building trust with the U.S. Hispanic market.” He added, “There has been much recent research on the Hispanic demographic, which has earned the designation 'super consumers,' because of their purchasing power, youth, and rapid adoption of social media. With our white paper series, we’ve consolidated a wealth of information about the market and made it easy to understand and accessible to a broad audience.”
This is certainly a case of, “let the trend be your friend.” The growing importance and buying power of the Spanish-speaking population is the U.S. is undeniable, and getting insights on ways to address it could be extremely valuable if currently targeting this growth opportunity is not in your plans.