NFIB

The Changing Language of Customer Service
07/ 22/ 2003

by Tamara E. Holmes

According to the 2000 Census, Latinos now make up nearly 13 percent of the U.S. population and have surpassed blacks as the largest minority group in the country. The Selig Center of Economic Growth found that Hispanic consumers spent $223 billion on goods and services in 1990 and projects that by 2007 the figure will reach $926 billion. This significant and growing group of consumers can't be broadly defined with a single profile. However, many Latinos speak Spanish as their primary language and would appreciate the option to speak to your employees in Spanish.

Natalia Cepeda, academic director of HablEspana Language Centers, a Boston-based company that teaches Spanish to corporate customers, said that after the 2000 census was released, there was an influx of corporate requests for information about her company's language services.

A native of Argentina, Cepeda says she can understand first-hand the need for companies to embrace the Spanish language if they want to give customers first-rate service.

"When I came to this country, I had to struggle with customer service people understanding me," Cepeda said. "When I get the choice to speak Spanish, I'd rather speak Spanish. It's much more comfortable."

If you want your small business to have an edge with this important demographic, consider asking your employees to learn Spanish. While it might take some effort, your Spanish-speaking customers will likely reward you with their loyalty. Here are some tips to help make Spanish a part of your customer service programs:

Instead of offering general Spanish classes, many companies offer language training that would be helpful to a specific industry. If your business sells insurance, for example, it might make sense to teach employees terms and phrases pertaining to home and auto insurance policies, as well as words associated with problems customers are likely to have, such as accidents and burglaries.

If you don't want to bring trainers into the office, you can send employees to Spanish classes held at local training centers or colleges. Without making the classes mandatory, you can motivate employees to take Spanish classes by offering incentives such as paid time-off, tuition reimbursement and salary increases. Conscientious employees who perceive that there is a value to learning Spanish will likely take the steps to get the training that they need.

You can also hire someone who already speaks Spanish to handle customer service needs of Spanish-speaking customers. If your business is located in an area that is densely populated by native Spanish speakers, this may be the best way to start providing service to Spanish-speaking customers.

Finally, the Internet offers Web-based training programs in which employees can participate from their office desks. One site, http://www.WorldWideLearn.com, lets students work at their own pace, which is convenient for employees who can turn downtime at the office into a perfect time to learn Spanish. The company also provides links to other Web sites and businesses that can offer Spanish training to your employees.

As with any other service you'd offer your customers, don't assume that one size fits all. Many families with Hispanic names have lived in the United States for generations -- and may know little or no Spanish. Those who speak Spanish as their first language may prefer to use it whenever possible -- or they may prefer to use English. When in doubt, ask. And post signs in your business saying that Spanish is spoken and welcomed.

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