SAN FRANCISCO – Credit unions interested in building brand loyalty within the Hispanic community must provide quality member service. A national study by the Santiago Solutions Group and Hispanic Teleservices Corporation titled “Customer Service Impact on Consumer Choice, Loyalty, Brand Reputation and Sustainable Growth” finds that this market places enormous weight on the consistent delivery of high quality customer support in Spanish. The survey indicates that high quality customer service in Spanish/fully Bilingual is significantly more important than retail location, awareness of Spanish advertising, Hispanic community support and recommendations by family and friends when selecting and continuing to do business with a banking, insurance, credit card, or telecom provider. The good news for brands looking at building sustainable advantages and long-term returns, is that nine in 10 Hispanics stated that a positive customer service experience influences their decision to continue doing business with a given service brand. Also, Hispanic consumers are strong brand advocates and influential with other potential customers. Positive word-of-mouth is common practice as six in 10 of Hispanics with a positive customer service experience tell an average of seven family members and friends.

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