What is the use of a person finding the products they are looking for in a place if they are not satisfied with the care? In a competitive and demanding consumer market, improving customer service is key. If you want to conquer the Hispanic consumer in the US, follow these tips that we give you in Hispanic Entrepreneurs.
Importance of customer service
A satisfied consumer returns to the business and recommends it in his circle of contacts. And for the client to be happy, it is necessary to offer them a good service. It is not enough to have the products you need, you must feel that they understand you, value you and give you timely answers.
No entrepreneur should neglect the service and treatment that the client receives, both from him and from the employees. You should put yourself in your place, if you come to a restaurant and the waiter is not friendly, next time you will go to the competition.
It is that simple, nowadays the consumer has many options to choose from and many times they do not even have to go to the site. Thanks to the Internet, social networks and similar platforms, you decide to visit a place or not based on the opinions of third parties.
So, if you're starting a business or already have one, you must strive to provide the best customer service. You have to differentiate yourself from the competition so that customers always choose you. To do this, you must recognize that every person who enters your establishment is important.
Focus on providing personalized attention, being friendly, serving the customer in the shortest possible time. Give clear and timely answers, as well as having a comfortable and welcoming environment, where the person feels comfortable.
How to conquer the Hispanic customer
Hispanics are the second largest market segment in the United States according to Agr.gc.ca. As a Hispanic entrepreneur in this country, a good part of your clientele will also be within this segment.
To know how to offer the best service you must know its characteristics and its behavior as a consumer. First, we must understand that Hispanics are a very diverse group. And that, depending on their origin, their customs are very different from each other.
The Hispanic market includes people of Puerto Rican, Cuban, Mexican, South and Central American origin, as well as other cultures that share Spanish as a language.
Nielsen divides this market into two subcategories: Foreign-born Hispanics and U.S.-born Hispanics. Among the main differences, the analytics company indicates that households headed by US-born Hispanics are smaller than those headed by people born abroad. Furthermore, their income level is higher.
Spanish and English are spoken in homes of Hispanic origin. Consumers value businesses where there are employees who know how to speak Spanish and with signs in this language. They also look for packages that can read in Spanish, this is more common among first-generation Hispanics.
A study by the NOP World's Hispanic OmniTel Quarterly Survey also refers to the differences between Hispanics born in the US and abroad. Some of the characteristics of the Hispanic consumers that he found are the following:
- Both subcategories give importance to low prices, but it is more important for those born outside the United States.
- Those born abroad give more importance to the location, they look for places close to their homes and that have a variety of products.
- For those born in the United States, it is not so important to be attended by other people who speak Spanish or signs in this language. While for others it is a priority.
5 actions to improve customer service
It does not matter that you receive few complaints from those who visit your business, it is always possible to improve customer service. Here we indicate some actions that you can apply in your venture.
1. Train staff on the importance of good service
Talk to employees about how their behavior should be with customers. Plan talks so that they understand the importance of good treatment. All employees must participate in these activities, including those who do not have direct contact with customers, because at some point they may have to attend to them.
2. Educate about the products
All workers must know the products or services offered by your business or company. This is basic to answer consumer queries. But also to increase sales. Only if you know what they offer can other products suggest.
3. Offer after-sales services
Customer service does not end when the purchase is finalized. It is important to offer an after-sales service. These can be technical support, maintenance, product guarantees or special promotions.
4. Provide 24-hour care
Internet offers the possibility of making purchases at any time of the day. Do not miss this opportunity and take the opportunity to take your business to digital platforms. These will serve as a channel to serve customers 24 hours a day, every day. It is not just about having an online store. It allows them to communicate with you by email, chat or social networks, in addition to traditional channels.
5. Apply the ghost client technique
Want to know how your employees treat customers? Pretend to be one or hire someone to come to your business and evaluate the behavior of the workers. It is an effective technique to identify and correct errors.
To conquer the Hispanic consumer, you have to know their customs and improve customer service. Did you find this information useful? Share it on your social networks with other entrepreneurs.
