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As Spanish Culture and Language Increase in the U.S., Spanish Language Contact Center Solutions Thrive


TMCnews Featured Article

June 28, 2011

As Spanish Culture and Language Increase in the U.S., Spanish Language Contact Center Solutions Thrive

By David Sims, TMCnet Contributing Editor

Last March, according to industry observer Florence Pichon, the American Census Bureau reported that the American Hispanic population had climbed to over 50 million. This is a 43 percent increase in the U.S. Spanish-speaking population in the last decade. Obviously as a result, Spanish language contact center solutions are growing in all sectors.

Pichon notes that a recent convention by the National Association of Hispanic Journalists, hosting Monica Lozano as a keynote speaker, CEO of one of the largest Spanish-language newspaper companies in the U.S, ImpreMedia, saying the growth potential for the digital news sector was impressive, especially since 60 percent of all Latinos are now online.

As Pichon reported, Lozano said there is a need for Spanish-language publications, due to the “content divide between English and Spanish language publications.” English language publications tend to focus on immigration issues, like Mexican drug cartels and other topics, while Spanish language media devotes less coverage to U.S. politics but more to international affairs.

And of course there’s a lucrative marketing opportunity all around. Pichon notes that according to the 2010 Census, the average Hispanic age is 10 years younger than that of non-Hispanics, which is especially attractive for advertisers. More Spanish newspapers are going digital, and American media institutions such as AOL (News - Alert), Yahoo, and MSN are incorporating more Spanish-language content, “MSN’s Latino site boasts the spot as 4th most popular publisher for Hispanic audiences, and is the most popular Hispanic site from an English-language parent company,” Pichon says, attributing at least some of the success to Microsoft’s (News - Alert) partnership with TeleMundo, a large Spanish language television outlet.

The increasing presence of Spanish language and culture in America has given rise to Spanish language contact centers as well. In May, TMCnet’s Mae Kowalke wrote that as the Spanish-speaking Hispanic population in the U.S. grows, companies using call centers to provide customer service must increasingly take language and culture into consideration, in order to provide a high level of Spanish language contact products.

In a recent TMCnet video interview, Michael Curry, chief of business development at Conexion One, explored why his company is experiencing growth in business from its main customer base: the U.S. Spanish-speaking marketplace. He explained that every sector from housing to IT that is failing in the U.S., overall is actually growing in the Hispanic community.

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

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