12 themes emerged from the analysis of the data. This study consisted of 30 participants (N = 30) with whom semi-structured interview were conducted. This qualitative study fills this gap in the literature by exploring the underutilization of mental health services among monolingual Spanish-speaking parents in the Inland Empire. Previous research has largely ignored the views of Hispanics in the Inland Empire. You can make the large number of Spanish speakers feel like they belong with your brand, by being intentional about delivering a customer experience that keeps them in mind from start to finish.Mental health services in the United States have been underutilized despite the fact that millions of Americans suffer from mental health issues. And if you feel like your team isn’t adequately equipped to audit and plan your journey, or to develop the degree of customer intimacy needed to understand the plight of Spanish speakers so you can effectively serve them, don’t be afraid to get some outside help.īusiness is about belonging. This requires a lot of of empathy, ensuring that your team takes the time to go through your customer journey from the perspective of a Spanish speaker. To do that, you’ll need to ensure you plan out the customer experience you want to deliver to your diverse and niche consumers, to ensure that there aren’t pain points that prevent them from achieving the kind of success both you and they desire. Serving Spanish speakers-and people who speak many other languages were baked into the product development process and into the overall user experience. When my husband got his car and his phone once we arrived in Florida, he breezed through setting up and customizing them with his preferences-because both allowed him to do it in Spanish. Not just the ones who neatly fit into what is considered to be “mainstream.” Inclusive marketing done well provides a frictionless experience for all the customers you serve. But these can not be the entirety of your approach when planning to effectively serve this group. Translations and having a few Spanish-speakers on staff can be great starting points when it comes to reaching this growing consumer base. I walked them through all the other elements of the customer experience they’d have to think about and adjust-beyond just the translation, that would enable those who prefer to learn in Spanish to be able to discover and access the Spanish version of their podcast. As I reviewed the materials in advance, I noticed the instructions for taking the Spanish version of the survey were written in English.Īnd a while back, I advised a brand who wanted to translate all their podcast episodes into Spanish, so they could serve that audience. But when we received the packet new patient paperwork he had to fill out before receiving care, everything was written in English.Įarlier this year, I worked with a client on their market research efforts to learn more about LatinX consumers. We found a doctor that spoke Spanish, and there were office staff that also spoke Spanish. Think through and plan for the entire customer experience for Spanish speakers.Ī few months ago I made an appointment for my husband to go to a primary care doctor to get a physical. The challenge is that too many brands treat Spanish speaking consumers as an afterthought, rather than proactively thinking about delivering a customer experience that allows them to thrive. Many brands get that this is not only a great area of of opportunity, but also one of necessity.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |