Having bilingual customer service representatives can help increase customer satisfaction and grow your business.

Have you underestimated the impact that customer service has on your organization? Customer service representatives can make or break how your customers feel about your business — especially if there are language barriers that make communication falter.

Between 2000 and 2010, the Hispanic population grew by 43%, or four times the nation's 9.7% growth rate, according to the latest U.S. Census Bureau report. This means many Spanish-speaking consumers may be looking to become a customer of your business.

Break uncomfortable barriers

Language barriers are just that: barriers. Think about a time when you needed questions answered, and the customer service representative on the other end of the line — or standing in front of you — was difficult to understand. Was it an easy, satisfying experience, or was it frustrating?

Some of your customers may feel that frustration. The fact is, if your company isn’t tapping into its entire community and catering to its unique needs with bilingual customer service representatives, you could be losing out on sizable profits.

Give the customer personal, effortless service

People want to have their concerns or questions heard, understood, and addressed. Bilingual customer service representatives help make seamless communication possible for more customers. But also, there are hidden benefits to having bilingual representatives. Here are a few:

1) New, untapped customers

Depending on market demographics or your geographical location, you could be missing out on sales. Bilingual service representatives allow you to reach potential new customers and expand your client base. Consumers choose to do business where they feel welcomed and cared for.

2) Word-of-mouth advertising and loyalty

How people view your business becomes part of your brand. If consumers feel they will be easily understood — have their questions answered and concerns addressed — they will tell their friends and family. They will talk about their experience on social media. They will also become loyal customers.

3) Expansion opportunities to other markets

U.S.-based organizations can find it difficult to set up business relationships with customers in foreign countries because of the language barrier. The same holds true for setting up business in many communities in the U.S. where language barriers exist. Communication is key in establishing yourself in a new market.

4) Retaining current customers

Customers need assurance that any issues they have will be resolved quickly and competently. They dread having to make repeat calls to resolve issues and seek easy answers about products. Research indicates that 70% of buying experiences are based on how the customer feels they are treated, and 89% of consumers stop buying from a business because of poor customer service. If your service representatives struggle to understand basic questions or concerns, they could compromise customer satisfaction. 

Many organizations focus their attention on their products or services and completely disregard the needs of existing, or potentially new, clientele. Bilingual representatives help open the lines of communication with all your customers, helping you gain their loyalty, as well as new business.

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