You offer a range of brochures in Spanish and some of your tellers and call center employees are bilingual – but you still may not be meeting the needs of your Hispanic members.
Anna Peña is client relations manager at Coopera, an Hispanic marketing firm in Des Moines, Iowa, that has worked with CUNA to help credit unions reach Hispanics. She points out you really need to know more than the mere fact that an increasing percentage of your members have Hispanic surnames. Where are they from? How long have they been in the United States?
"One question credit unions ask is if there are different dialects," Peña said. "The answer is there is one Spanish, just as there is one English, but something called one thing in one country may be called something else in another. It's like England, Australia and the United States."
Complete your profile to continue reading and get FREE access to CUTimes.com, part of your ALM digital membership.
Your access to unlimited CUTimes.com content isn’t changing.
Once you are an ALM digital member, you’ll receive:
- Breaking credit union news and analysis, on-site and via our newsletters and custom alerts
- Weekly Shared Accounts podcast featuring exclusive interviews with industry leaders
- Educational webcasts, white papers, and ebooks from industry thought leaders
- Critical coverage of the commercial real estate and financial advisory markets on our other ALM sites, GlobeSt.com and ThinkAdvisor.com
Already have an account? Sign In Now
© 2024 ALM Global, LLC, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.
