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Knowledge is Power!
“Language Line Services and Customer Care Measurement & Consulting CCMC today released the first “Hispanic Customer Rage” survey tracking the customer care experiences of U.S. Spanish-speaking households. The study results are compared to the English-language Customer Rage survey which has measured the same since 2003 and is considered the gold standard for characterizing the emerging customer care needs and expectations of U.S. consumers.
“Its amazing how little is known about the customer care experiences of a consumer base that will soon have nearly $1 trillion in buying power,” said Louis Provenzano, President and Chief Operating Officer of Language Line Services. “The study shows clearly that Hispanics have been left behind in the movement to improve customer satisfaction.”
The “Hispanic Customer Rage” survey found:
- 90% of Spanish speakers who had a product or service problem felt rage, meaning they were extremely or very upset with the problem they faced and how their complaints were handled. 70% of English speakers experience rage.
- Spanish speakers are three times more likely than English speakers to threaten to contact the media or to seek revenge.
- 65% of Spanish speakers want their money back compared to only 43% of English speakers.
- Spanish speakers spent twice as much time complaining on average to resolve a problem than English speakers.
- One-third of study respondents reported that it was “difficult/very difficult” to complain in Spanish.
Provenzano noted that those finding it difficult to complain in Spanish increase market damage and complaint handling costs for the offending company/organization since they are more likely to share their story with friends, decide they’ll never do business with the company again, or take legal action. On the flip side, companies that make it easy for customers to do business in Spanish will likely find that Spanish-speaking consumers buy “significantly more” of their products and services.
“The results of this study are a call to action for any company vested in marketing and selling to the Hispanic customer,” said Scott M. Broetzmann, President & CEO, Customer Care Measurement & Consulting CCMC. “Don’t waste your marketing dollars acquiring Hispanic customers if you’re not committed to meeting their language and cultural customer care needs.”
To get your complimentary copy of the ¡AyÚdame Hispanic Rage study Executive Summary, go to www.languageline.com/page/sprage.
The “Hispanic Customer Rage” survey was completed in November of 2006 and includes feedback from 1,501 households. By contrast, 1,012 households participated in the latest survey for English speakers.”
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