Multicultural Special Report: Tune in to Espanol
If you are trafficking DRTV calls to an internal, Spanish-language call center, ask yourself if it has the staff and technology to handle the projected frequency and volume of call spikes. If in-house resources are not sufficient, consider outsourcing your call center operations to a third party.
When selecting a vendor, consider its capacity, experience, client services structure and reporting capabilities—not just cost. In the DRTV sector, a shared environment where sales agents handle more than one client program is the norm. Charges typically are incurred on a per-minute basis when the agent is on the phone handling a call. With consistent, ongoing inbound volume, using a dedicated agent with a per-hour charge may make financial sense.
If you decide to outsource the handling of your DRTV response, a Spanish-language call center usually is preferable to a bilingual call center. While bilingual agents often are well-spoken in a second language, they may not have mastery of the language—and that can affect sales. In addition, we’ve found that, on average, 99.3 percent of respondents to a Spanish-language TV ad aired during Spanish-language programming will prefer to speak Spanish.
Now that you’ve answered the call and closed the sale, it’s time to take care of the final transaction: payment.
Credit and debit card payments are the standard form of payment for products or services sold via DRTV ads. While this also is true in the Hispanic market, credit card penetration has not yet reached the universal usage that exists in the general market. As a result, a company using DRTV to reach Hispanics should consider alternative forms of payment such as cash on delivery (COD).
Of the 2 million calls Global Telesourcing fielded last year from the Hispanic market, approximately 30 percent of callers didn’t have credit or debit cards, or didn’t want to pay for purchases using credit or debit cards. Given the option, 50 percent of customers that do not pay by credit card choose COD.