One of the 2024 initiatives of the CXPA DEI Committee is to increase awareness of the employee and customer experience around celebrations and observances that might be unfamiliar but are important to fellow members, colleagues, and customers. This month, we are spotlighting Hispanic Heritage Month.
In today’s global economy, successful businesses recognize the importance of designing and delivering experiences that serve diverse customer bases. Hispanic Heritage Month celebrates the impact and achievements of Hispanic individuals who trace their roots to over 30 Hispanic/Latin countries, but it also reminds us of the significance of the Hispanic market. In the USA and across the globe, Hispanics represent a loyal, younger, digital-savvy and growing segment of consumers and business owners.
Hispanics outpace other segments in using social media and consuming streaming content. 86% of new American businesses in the last 10 years have been launched by Hispanics, and Latinas create small businesses six times faster than any other group. Understanding and enhancing the customer experience for this market is critical to any successful long-term strategy.
Multiple countries, cultures, and backgrounds comprise the diverse Hispanic market, so a one-size-fits-all approach will be ineffective. Instead, here are some things to consider when designing meaningful customer experiences for our Hispanic communities:
Language:
Language is a vital factor in customer experience. While many Hispanics are bilingual or multilingual, in the USA, 88% of Hispanics say they appreciate businesses that speak to them in Spanish. Advertising in Spanish can make a brand more memorable and likable. Offering bilingual customer service and product information is favorable, but translation is not enough. Go further by designing customer interactions and customer-facing materials for cultural relevance and resonance.
Cultural identity and sensitivity:
Understanding cultural values is crucial. Over 71% of Hispanics feel a strong connection to their country of origin. Cultural identity is central to how they make purchase decisions. Recognizing and celebrating Hispanic holidays, traditions and events can create a stronger connection with this market.
For many Hispanic customers, family relationships are paramount. Marketing campaigns that emphasize family values, togetherness, and community will resonate more deeply in the Hispanic market. Most importantly, designing solutions that strengthen the family aspects of their overall well-being are more worthy of their time and attention.
Personalization:
Hispanic customers prefer services that reflect their preferences, such as understanding regional dialects, celebrating cultural events, and addressing community concerns. Regularly seeking feedback from Hispanic customers and using data analytics to understand customer preferences, shopping habits, and cultural references will help businesses customize their offerings and communications. Companies who value their opinions and are willing to improve experiences based on their feedback can significantly enhance customer loyalty and grow relationships in the Hispanic market.
Warmth is a critical element of personalized experiences. Hispanic customers want to build relationships with most people they meet. They are hospitable and help others feel welcome, and they appreciate those who do the same in kind. Hiring and enabling employees to deliver this warmth is a distinct advantage in building loyal customer relationships. Companies can improve customer interactions by training employees in cultural sensitivity, avoiding stereotypes and providing respectful and personalized service.
Global application:
As the Hispanic market continues to grow, businesses that prioritize and invest in this demographic will be positioned for long-term success. Embracing Hispanic diversity and cultural identity will help companies enhance customer experiences and foster loyalty that drives sustained growth.
In addition, customer experience practices that build greater customer loyalty in the Hispanic market can also be applied globally. A deep understanding of unique needs and preferences is always key to enhancing customers’ experiences. Across all segments, customers favor personalized solutions that help them make improvements across multiple life systems like family, health, finance, career and community. Businesses that design personalized solutions and meaningful improvements will help customers advance more strongly toward their personal goals, but they will also help create loyal customers for life.
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As diversity remains a CXPA Core Value, the Diversity Advancement Committee is dedicated to fostering a culture of inclusivity and belonging, where everyone feels welcomed. You may find more resources at cxpaglobal.org/diversity. For more tips on integrating diversity, equity and inclusion into a CX ecosystem, download our free e-book. (CXPA login required)
References:
U.S. Department of Commerce
U.S. Census Bureau
https://accurateappend.com/marketing-to-hispanic-consumers/
https://www.emarketer.com/content/us-hispanic-consumer-media-habits-2024
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