Many businesses fail to recognize the importance of engaging their audience with a language experience that conveys their brand, reputation, and trustworthiness. Let’s look at some interesting data when it comes to consumer behavior. 65% prefer content in their own language (even if it’s poor quality), 67% tolerate mixed languages on a website, 73% want product reviews in their language, 66% use online machine translation, and 40% WILL NOT BUY in other languages.
Now let’s examine the language makeup of the US population: according to the 2019 American Community Survey, there were 41.8 million Spanish speakers native to the US, with Spanish being the most studied language in the United States (6,000 students) other than English. It is estimated that as of 2022, approximately 23% – or 51 million people, speak Spanish in the US.
With those numbers in mind, how does your business engage with that admittedly very large market share of 23%? Or does it? According to the data above – particularly the research stating that 40% of consumers will not make purchases from websites unavailable in their native language – it’s clear that businesses need to offer a bypass, and that bypass is multilingual customer support.
If we break down what that looks like, we find three clear components of truly effective multilingual customer service. First, the speed of response is critical. As a society, our need for speed has increased (evidenced by the rising popularity of time-efficient tools like live chat). Second, your business needs to be available – in a multilingual way – across all channels. Third, the language of support needs to be “localized”. That means that your native-speaking customer needs native-speaking support, with no conversational glitches or awkward use of nuance, idiom, structure or even humor.
So if you’re looking at delivering customer service in Spanish as a key focus of your multilingual CX initiative, the smartest place to begin is BPO outsourcing company Anexa. Here’s why. With call centers in La Paz, Guadalajara, Hermosillo, Tijuana, and Mexico City, Anexa can deliver authentic and credible access to the growing Spanish-speaking US market with highly-skilled, native-speaking customer support specialists. These experienced agents are familiar with American consumer behavior and can connect with the Hispanic community in a deeply personalized way. In fact, our 2019 awards from the Mexican Institue of Teleservices and Liderazgo Empresarial Mexico confirm the level of service and quality that Anexa stands for.
If your brand hasn’t already, it’s time to consider those 41 million+ Spanish-speaking individuals in the US. Our state-of-the-art Spanish-speaking call center in La Paz alone houses 240 agents, drawn from a highly educated, bilingual workforce with proximity to the US. A significant percentage of the population in Baja California Sur, where the La Paz center is located, is fluent in both English and Spanish, and a high standard of living and quality of life brings the cream of the Mexican workforce to this region.
Partnering with Anexa can be part of your business transformation to open up untapped Spanish-speaking markets. Experience the difference that working with an award-winning, bilingual customer service outsourcing company can make.
Reach out to Anexa for more information on delivering exceptional bilingual CX.