winning hispanic customer acquisition and hispanic customer care

17
Present Winning Hispanic Customer Acquisition and Customer Care Neal Topf, President Callzilla 23 May 2012

Upload: ntopf

Post on 28-Nov-2014

737 views

Category:

Documents


4 download

DESCRIPTION

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.

TRANSCRIPT

Page 1: Winning Hispanic Customer Acquisition and Hispanic Customer Care

Present

Winning Hispanic Customer Acquisition and Customer Care

Neal Topf, PresidentCallzilla

23 May 2012

Page 2: Winning Hispanic Customer Acquisition and Hispanic Customer Care

Cont

ents

Intro: General Comments, Hispanic market breakdown

Hispanic Customer Acquisition

Hispanic Customer Care

Page 3: Winning Hispanic Customer Acquisition and Hispanic Customer Care

Advertiser: Client

Its Agency (Advertising Agency)

Everyone else – “The Vendor”:Production, Market Research, Call Center, etc.

The Old Days

Intr

o

Page 4: Winning Hispanic Customer Acquisition and Hispanic Customer Care

Originally – Advertisers and their Vendors

Intr

o co

nt.

Advertiser

Agency

Market ResearchStrategy

Production

Retail

Consumer

Page 5: Winning Hispanic Customer Acquisition and Hispanic Customer Care

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.

Page 6: Winning Hispanic Customer Acquisition and Hispanic Customer Care

Today – Advertisers and their Advocates

Intr

o co

nt.

Advertiser

Agency

Market ResearchStrategy

Production

Retail

Consumer

Direct-to-Consumer

Retail

Contact Center

Page 7: Winning Hispanic Customer Acquisition and Hispanic Customer Care

Current Hispanic Consumer Marketplace: Acculturation (Geoscape)

Acqu

isiti

on

Source: Geoscape, American Marketscape Datastream, 2012 Series

Page 8: Winning Hispanic Customer Acquisition and Hispanic Customer Care

Current Hispanic Consumer Marketplace: Language Use and Preference (Geoscape)

Acqu

isiti

on

Source: Geoscape, American Marketscape Datastream, 2012 Series

Page 9: Winning Hispanic Customer Acquisition and Hispanic Customer Care

Current Hispanic Consumer Marketplace: Overview (Geoscape)

Acqu

isiti

on

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.

Page 10: Winning Hispanic Customer Acquisition and Hispanic Customer Care

Challenge: How do Brands acquire Hispanic customers that they are not reaching today?

Acqu

isiti

on

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

Page 11: Winning Hispanic Customer Acquisition and Hispanic Customer Care

Examples of successful multi-channel Hispanic customer acquisition programs

Acqu

isiti

on

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

Page 12: Winning Hispanic Customer Acquisition and Hispanic Customer Care

Why are these Hispanic customer acquisition programs successful?

Acqu

isiti

on

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?

Page 13: Winning Hispanic Customer Acquisition and Hispanic Customer Care

The $5.7 billion and $2.5 million questions:

Cust

omer

Ca

re

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

Page 14: Winning Hispanic Customer Acquisition and Hispanic Customer Care

Caring for Hispanic customers, once they become customers:

Cust

omer

Ca

re

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

Page 15: Winning Hispanic Customer Acquisition and Hispanic Customer Care

Examples of what happens in poor Hispanic-focused customer care environments

Cust

omer

Ca

re

When Callzilla has handled Spanish language sales calls (acquisition)

Page 16: Winning Hispanic Customer Acquisition and Hispanic Customer Care

The Fix

Cust

omer

Ca

re

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?

Page 17: Winning Hispanic Customer Acquisition and Hispanic Customer Care

Hispanic customer acquisition is only part of the battle.

Effective Hispanic customer care is what wins the war.

Thank you.

Neal [email protected]

1-855 CLLZLLA (255-9552) ext. 301