Adaptability is crucial to customer management service delivery. Outsourcers need to tailor their offerings to reflect consumer nuances in each particular demand market. Nowhere is this more evident than in America, where the rapidly-expanding US Hispanic consumer demographic continues to be of significant importance for CX executives.
As Americans celebrate National Hispanic Heritage Month, players in the BPO sector need to pause not only to contemplate the significant contributions of this dynamic community, but also how to ensure their own Spanish-language offerings are on point. The reality is that without robust capacity in Spanish, outsourcers operating in the US risk obsolescence.
One of the most intriguing facets of the US as a CX demand market is the growing realization that no solution is complete without a Spanish or bilingual component. This has become more vital over the past twenty years as the US Hispanic community has begun to flex its strength as a consumer segment. Today, it is virtually unheard of for national enterprises not to offer bilingual websites or a Spanish-language telephone support option.
Given the population of US Hispanics surpassed 60 million people, according to recent US Census estimates, the pervasiveness of Spanish across America has become even more apparent. Today the US Hispanic geographic distribution is fastest growing along the Canadian border and in other states that have not been traditionally associated with this community. This adds to the commercial heft of the millions of Spanish-speakers that are based in states along the Mexican border or cities such as New York or Los Angeles.
Also of importance is the consumer capacity of US Hispanics. This is illustrated by the fact that proportionately, between 1990 and 2020 US Hispanic community buying power has more than doubled. And, recent reports indicate that American Hispanic community members continue to purchase homes faster than any other demographic in the US. Combined with its growing population (estimated to be roughly 1-in-5 Americans), this segment of the US population is one that no enterprise or outsourcing provider can afford not to accommodate.
This is why the BPO community needs to ensure that their American offerings properly reflect the rapidly-evolving consumer traits of the US Hispanic community. Having a Spanish-language solution is an important step for outsourcers in the US, but it is just the first of many steps. For instance, with Hispanic community members more likely to use mobile technology, ensuring Spanish-enabled contact channels that are conducive to this medium is essential. Equally, given that Hispanic social media usage among the highest in the US, having robust CX capabilities in Spanish across these networks is a must.
From an operational perspective, outsourcers servicing US clients — or those hoping to do so — need to make sure that their Spanish offerings are rock solid. This means being able to provide voice and digital Spanish CX from a diversified set of nearshore locations that have a reputation for quality. Doing so can provide the business continuity that clients across verticals expect. Moving into 2022, it is not viable to centralize support in a single destination, and BPOs must establish requisite operations or partnerships to limit risks when eyeing Spanish CX delivery to the US.
Of equal importance is making Spanish-enabled automated offerings as linguistically subtle as possible, in order to accommodate differing accents or vernaculars among US Hispanic community members. For example, no one should underestimate the nuances between the Spanish spoken by Cuban Americans versus Dominican Americans or Mexican Americans; ensuring digital front-line solutions are robust enough to ensure quality support, no matter what variety of Spanish is spoken is essential. Thus, providers of these offerings need to consider how to optimize Spanish-designated automation before deployment. At the end of the day, to be most relevant in the US, outsourcers must not only be able to offer enterprises Spanish-language services, but they need to provide quality offerings, designed to drive maximum loyalty among discerning Hispanic consumers.