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Florida Call Center Uses LiveOps to Tap Growing Purchasing Power of Hispanics

March 14, 2013

Latino buying power in the U.S. is expected to grow to $1.5 trillion by 2015. The Hispanic population is the fastest growing population segment of the U.S., and is expected to grow 167 percent by 2050.

This information, contained in a Nielsen report called “The Hispanic Market Imperative,” also points out that the Hispanic culture displays certain characteristics that will make is sustainable as the population grows. In fact, by the middle of this century, Americans should expect American culture to display a strongly Hispanic flair.

“Borderless social networking, unprecedented exchange of goods, technology as a facilitator for cultural exchange, retro acculturation and new culture generation combine to enable Hispanic culture in the U.S. to be sustainable,” wrote the authors of the report. “In other words, Hispanic culture may evolve but will not go away.”

Based in Florida, Callzilla has cultivated Spanish-speaking agents as the perfect way for businesses to market to the 50 million Latinos living in the United States. Callzilla is partnering with the LiveOps cloud call center platform to deliver customer service through calls, IVR, SMS, chat, e-mail and social media.

“The partnership between Callzilla and LiveOps will greatly enhance the quality of contact center services offered to U.S. companies in their efforts to acquire and care for Hispanic customers,” explained Callzilla president Neal Topf.

“The bottom line,” said Topf, “is that the Hispanic marketplace benefits from Callzilla’s strong live agent offering and LiveOps’ state-of-the-art contact center platform and highly skilled agents.”

One advantage to the LiveOps partnership is that Callzilla will have new insights into metrics as a value-added service for its clients. “It will help provide a wealth of insight and data into how companies can most effectively communicate with Hispanics,” said Topf.

The Latino market in the U.S. will continue to grow, according to Nielsen. The average age of Latinos is 28, versus the total population’s median age of 37.

Analytics are crucial to gaining insights into Hispanics’ purchasing behaviors. According to Nielsen, “Latinos exhibit distinct product consumption patterns and are not buying in ways that are the same as the total market.”

Edited by Braden Becker