Abstract
Our August 31, 2004 webcast addressed questions about how best to serve
Spanish-speaking customers. Elsa Macias, Senior Research Associate at the Tomas
Rivera Policy Institute, and Mark Benson, Vice President of Latin American
Development at ClientLogic, shared their insights in a roundtable discussion.
Topics addressed included:
- Generational differences of the Hispanic market
- How Spanish-dominant customers differ in their customer service needs
- Internet use and behavior of Spanish-dominant Hispanics
- The pros and cons of direct translation versus rewriting Spanish language content for your website
- How bilingual customer service calls differ from English-only calls
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