When our management started providing customer support for the Hispanic market in 1999, our primary task was educating the market on the immense opportunity of the Hispanic market. Today, our clients know the numbers: 50 million population and growing rapidly. $1 trillion in purchasing power and growing fast.

Our primary task today is different; it’s educating clients on the importance of using a specialized Hispanic market contact center to boost their performance in customer acquisition, support and retention.

Granada Corp’s competitive advantage is that our entire infrastructure from recruitment to training to quality assurance is localized to help clients maximize their performance and continuous improvement strategies with the Hispanic market. Examples would include institutionalizing standards wherein:

• Every candidate is tested on both English and Spanish competencies;
• Each soft skills training teaches the unique purchasing behaviors and service expectations of the Hispanic market;
• All CSRs being instructed on neutral Spanish business vocabulary to communicate effectively across distinct Latin cultures;
• Every quality scorecard measuring the quality of both spoken Spanish and English;
• Each operating unit participating in focus groups designed to offer clients ideas on how to improve their Hispanic market strategy and operations metrics.

A general market provider can seek to improve their Hispanic market expertise and enhance their professional services offering, yet without actually localizing their operations in the site locations where clients’ Hispanic customer are served, they are at a severe disadvantage in competing with the specialized firms. Who can blame them? It would be tremendously inefficient for a general market provider to establish different sets of infrastructures for distinct market segments. Such an idea would run counter to the strategy of leveraging infrastructure globally to gain economies of scale.

That is why in the advertising industry the global players do not attempt to integrate boutique or niche focused agencies. You simply can not have niche expertise using the same global infrastructure for all market segments.

A partnership with Granada Corp goes well beyond traditional contact center services; we help our clients grow in the Hispanic market and solidify their market share.