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Callzilla\'s presentation to the Association of Hispanic Advertising Agencies (AHAA) on how US companies can and should use contact centers to acquire and care for Hispanic customers.
Citation preview
Present
Winning Hispanic Customer Acquisition and Customer Care
Neal Topf, PresidentCallzilla
23 May 2012
Cont
ents
Intro: General Comments, Hispanic market breakdown
Hispanic Customer Acquisition
Hispanic Customer Care
Advertiser: Client
Its Agency (Advertising Agency)
Everyone else – “The Vendor”:Production, Market Research, Call Center, etc.
The Old Days
Intr
o
Originally – Advertisers and their Vendors
Intr
o co
nt.
Advertiser
Agency
Market ResearchStrategy
Production
Retail
Consumer
Today - AHHA
“As a reflection of the 360-degree solutions sought by today's clients, AHAA will expand its focus, advocacy and membership beyond advertising agencies
to include all Hispanic marketing disciplines. Advertising agencies, PR firms and media entities all have the same goal -
to champion corporate investment and advocate for the unique roles we each play in reaching this explosive market segment,"
-Roberto Orci, Chairman of AHAA and CEO of Acento Advertising.
Paraphrase:
“One of the most important ingredients to the success of the Hispanic marketplace is the vendor community.”
-attendee from Starcom MediaVestGeoscape 2010
Intr
o co
nt.
Today – Advertisers and their Advocates
Intr
o co
nt.
Advertiser
Agency
Market ResearchStrategy
Production
Retail
Consumer
Direct-to-Consumer
Retail
Contact Center
Current Hispanic Consumer Marketplace: Acculturation (Geoscape)
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on
Source: Geoscape, American Marketscape Datastream, 2012 Series
Current Hispanic Consumer Marketplace: Language Use and Preference (Geoscape)
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Source: Geoscape, American Marketscape Datastream, 2012 Series
Current Hispanic Consumer Marketplace: Overview (Geoscape)
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Source: Geoscape, American Marketscape Datastream, 2012 Series
Estimated 2012 Hispanic Population: 53,540,846
29% (HA5 + HA4) are low to non-acculturated: 15,526,845 Hispanics26% (HA3) are bi-cultural: 13,920,620 Hispanics55% Total are low to non-acculturated or bi-cultural: 29,447,465 Hispanics
36% (HA5 + HA4) will speak Spanish: 19,274,705 Hispanics12% (HA3) speak and feel comfortable speaking Spanish: 6,424,902 Hispanics48% Total speak Spanish either as Preferred language: 25,699,606 Hispanics or are Spanish-dependent
45% (HA2 + HA1) are more to fully acculturatedvs.
51% (HA2 + HA1) English preferred or English dominant : 27,305,831 Hispanicsvs.
Challenge: How do Brands acquire Hispanic customers that they are not reaching today?
Acqu
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Traditional - Branding: TV, Radio, Print, OutdoorDrives consumers to retail or point of saleChallenges: location, language, not targeted
Emerging channels: Direct-to-consumer, Web SEO, PPC, Social mediaNo intermediariesLocation-agnostic, language-specific, targeted
Examples:
Call Now. “Llame ya”Call for your free sample. “Muestra gratis” or “Demo gratis”Call for your Risk Free Trial. “Libre de riesgo.”Click now. Sign up and Receive (cupon, descuento, Free something, etc.)Participate and win (Rifa, sweepstakes, prize, etc.) Text in to…Like us on Facebook, etc.
Each ofThese are“Calls to
Action” thatare enhanced
by a contact center
Examples of successful multi-channel Hispanic customer acquisition programs
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Conversions Avg. Revenue per Order
Skin care - dubbed $19.99 Risk Free Trial40% of calls to purchases
$23 recurring monthly revenue
Educational software – Spanish
Avg. 17% of calls to purchases $450
Call for your Free Demo: 13% of calls to purchases
Outbound email blasts to previously qualified visitors: 100%
$400
Visitors to Hispanic URL, callingSpanish language Toll Free numbers: 25-35%
$450
Weight-loss – Spanish testimonials.
Call for your Risk Free Trial of $9.9530% of calls to purchases
$83
Non-profit - Spanish 50% Lead generation5-10% to paid donor
$22 monthly recurring revenue
Appliances – Spanish testimonials
Hard Offer (3 payments of $39.99)35% of calls to purchases
$180
Why are these Hispanic customer acquisition programs successful?
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Hispanic consumers, particularly HA4-HA5, prefer to speak with a salesconsultant that speaks their language. Better opportunity to ask questions,Understand pricing and billing and fulfillment. Establish trust in mind of customer.
Hispanic live agents create true, literal dialogue with potential customer and canTailor the offer to the consumer’s unique requirements (price, quantity, features).
Even when driven first to web (digital), Hispanic consumers will read in Englishand then transact in Spanish with a live agent. Comfort level.
Direct-to-consumer model facilitates information gathering and purchases 24x7.Retail may present discomfort because of language barriers (sales staff, Englishlanguage labels, and distance).
So it sounds easy to acquire the Hispanic customer, but what about once theAdvertiser acquires the customer, can he/she be kept?
The $5.7 billion and $2.5 million questions:
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omer
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In 2011, advertisers spent and incredible $5.7 billion dollars in cumulative Hispanic advertising (Nielson, 2012).
A Hispanic household acquired today will spend $2,523,135 throughout a lifetime, higher than white and black families:
Source: Geoscape, 2012
Challenge: Hispanic customers once acquired, need to be cared for
Caring for Hispanic customers, once they become customers:
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omer
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No detailed published research on Hispanic customer service or customer care
General perception: Companies do not care for nor do they invest the resourcesto care for their Spanish speaking customers.
Net Result: poor customer experiences, disappointment, poor word of mouth,desertion, churn
Examples of limited of poor Spanish language / Hispanic-focusedcustomer service:
In-language IVR menus with no Spanish speaking live agent optionIn-language IVR menus with Spanish speaking option but no Spanish speaking
agent or interminable hold timesLong Hold Times (Average Speed of Answer or Average Hold Time)Voicemails – messages not returnedLive agents that speak little to no SpanishContacts not resolved at all or within a reasonable time
Examples of what happens in poor Hispanic-focused customer care environments
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When Callzilla has handled Spanish language sales calls (acquisition)
The Fix
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Hispanic-focused, Spanish language customer care and consumer affairs must have a seat at the table of internal power brokers
Agencies need to champion the cause of Hispanic-focused customer care
Advertisers must separately measure Hispanic customer care behavior andallocate resources and internal mind share towards efficient Resolution ofHispanic calls, emails, chats, Tweets
Decide if internal or external contact center is the appropriate solutionsDecide what communication channels are most relevantDecide hours of day and days of week of staffingDecide number of resourcesDevelop appropriate procedures to receive inbound and make inbound contacts
Can and Should Agencies be held accountable for their clients’ Hispanic customer care and Hispanic customer retention?
Hispanic customer acquisition is only part of the battle.
Effective Hispanic customer care is what wins the war.
Thank you.
Neal Topfntopf@callzilla.net
1-855 CLLZLLA (255-9552) ext. 301
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