Santiago Solutions Group Releases Personal Computers Sector Supplement to Customer Service Impact Study

High Quality Customer Support in Spanish Leads to Loyalty and Retention for the Personal Computers Sector
A research study completed by the Santiago Solutions Group indicates that high quality customer service in Spanish is a pivotal differentiating factor when Hispanic Americans make purchasing decisions and decide to continue doing business with companies in the personal computer sector. High quality customer service in Spanish/bilingual is rated significantly higher in importance than Hispanic community support and recommendations by family and friends when selecting and continuing to do business with computer providers. The study demonstrates that superior in-language customer service fuels business growth through positive word-of-mouth and yields high return on marketing investments by cementing Hispanic high spenders, loyalists and influencers of the brand. Key statistical findings in the Personal Computers sector: On a scale of 1 to 5, with 1 being unimportant and 5 being extremely important, Customer service in my language as a factor in selection was rated a 4.73. This was rated higher than publicity in my language. On a scale of 1 to 5, with 1 being unimportant and 5 being extremely important, Customer service in my language as a factor in continuing to do business was rated a 4.72 . This was rated higher than products that resolve my personal needs. In forming an opinion on a providers reputation, on a scale of 1 to 5, with 1 being unimportant and 5 being extremely important, Customer service in my language as a factor in assessing a providers brand reputation was rated a 4.82. This was rated higher than Product of high quality and values. 92% of respondents said they would consider canceling their service if they had an unsatisfactory customer service experience.