Connecting With the Hispanic Market

The purchasing power of U.S. Hispanics is expected to reach $1.5 trillion by 2015, and has led to their designation by marketing groups as “super consumers.”


According to part two of Datamark’s white paper series “Connecting With the Hispanic Market,” which addresses multichannel customer contact, U.S. Hispanic consumers make up a $1.2 trillion market, a number that is expected to grow to $1.5 trillion by 2015.

Hispanic households with $50,000 or more in income control $4 out of every $10 spend dollars in the U.S. Hispanic consumer market, and successful companies should ensure that customer-service agents have the “language and technology skills to build valuable long-term trust and loyalty among Hispanic consumers.” Additional highlights include the following:

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Building trust across multiple channels

The Hispanic market is made up of young, tech-savvy consumers who are active on social media. Thus, customer contact service providers should go beyond inbound and outbound calls and respond to customers through email, web chat, text messaging and social media monitoring.

Hispanic women are highly influential decision-makers

According to a 2013 Nielsen survey, 86 percent of Hispanic women say they are the primary shopper in their households, which means they hold most of the $1.2 trillion in annual buying power. Hispanic women also are quickly embracing a mobile device lifestyle, choosing smartphones and tablets over laptops and PCs.

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Datamark suggests asking the following questions when choosing a customer contact center partner:

  • What experience do they have in the Hispanic market?
  • Does their location provide a quality pool of bilingual customer service agents?
  • What technology do they use for customer contact?
  • Do they offer voice, IVR, email, web chat, text, broadcast message and social
  • media support?
  • Are they PCI DSS compliant?
  • Do they have quality assurance policies and training programs in place?
  • Do they offer a no obligation consultation?

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Publish date: April 17, 2014 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT