Customer Rage Survey Shows Hispanics’
Customer Service Experiences Are Much Worse Than Those of Anglos
First-Ever Study Shows Striking Differences in Customer Rage between
Spanish- and English-Speaking Consumers
MONTEREY, Calif. (Business Wire EON/PRWEB ) May 9, 2007 --
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.
“It's 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.
About Language
Line Services:
Language Line Services, the world’s leading
provider of language-based services, is a trusted partner to thousands
of organizations whose focus is to effectively serve the rapidly
expanding market of limited English speakers. The company delivers a
dynamic suite of solutions spanning phone and video interpretation,
document translation, interactive software-based translation, and
interpreter training and certification programs, enabling clients to
communicate with customers in their preferred language. Through its
leading-edge technology infrastructure, Language Line Services delivers
support for Spanish and more than 170 other languages to its
industry-leading portfolio of clients across markets including
healthcare, financial services, government, telecom, packaged goods,
insurance services, travel, and more. For information on how Language
Line Services is helping clients achieve their strategic multicultural
marketing and regulatory compliance objectives, please call
1-800-752-6096 or visit http://www.LanguageLine.com.
About CCMC
Customer Care Measurement & Consulting (CCMC) is a market leader in
customer satisfaction and brand loyalty measurement. CCMC provides
measurement and consulting services to a broad range of companies
seeking a competitive advantage and improved profitability through
better customer care. For more information about CCMC, please call
703-823-9530 or visit www.customercaremc.com.
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See the original story at: http://eon.businesswire.com/releases/customer/spanish/prweb524886.htm
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