The Hispanic population in the United States is growing rapidly, which is an issue for call center outsourcing. Specifically, is your company doing everything it can to adequately serve your Hispanic customers?
Whatever your perception of the Hispanic population, according to a call center outsourcing study written in the mid-2000s titled “Service, Por Favor: Ten Reasons to Better Serve and Woo the Booming Hispanic Market,” the Hispanic market segment boasts some $580 billion in spending power, which at the time was expected to nearly double to $925 billion by 2007, according to the Selig Center for Economic Growth.
That’s probably not the sort of economic growth you want to be ignoring, especially in your call centers. The good news is that call center outsourcing can help.
The study zeroes in on nearshore outsourcing is a way to serve U.S. Hispanics: While it’s true that up to now some companies haven’t provided the same Spanish customer support and marketing as they do for Anglophones, either because of the expenses associated or because they haven’t sought a more Hispanic market, there are increasingly attractive options for providing Spanish support, such as nearshore outsourcing.
And as the paper says, since two-thirds of U.S. Hispanics are of Mexican origin, Mexico, Central America and the Caribbean are good possibilities for delivering Spanish and bilingual customer support. For one thing it can be as much as 30-40 percent less costly than domestic support, which is why forecasts cited by the study show that “the number of Mexican contact center agent positions will rise from nearly 51,000 in 2002 to more than 190,000 in 2007” and beyond.
Any significant demographic shifts, such as the aging of the Baby Boomers and this growth of Hispanic influence mentioned in the study, are changes which will affect your business. Many companies realize that and are shifting accordingly. “But far too many companies have yet to provide a bilingual, multicultural service and marketing experience reflective of our new American reality,” the paper says.
David Sims is a contributing editor for TMCnet. To read more of David’s articles, please visit his columnist page. He also blogs for TMCnet here.
Edited by Jamie Epstein