In the basement below United Educational Credit Union’s lobby on Riverside Drive, nine employees commit to memory the phrases, “This is a deposit slip,” and, “How can I help you?” in Spanish.
Some of its credit union tellers, asset managers and maintenance staff were learning a few banking-related phrases to help bridge language and cultural barriers for potential clients who do not speak English fluently.
“It won’t be perfect, but we are definitely making an effort,” said Joan Miller, an executive assistant who presented the 2009 marketing plan to her employers. “We think it will be a mutual benefit to both.”
Most Spanish-speaking residents in Battle Creek are from Mexico, where personal banking is not as common or accessible as it is in the United States, said Yolanda Campos, who is leading the eight-week language course.
Instead of opening a savings account where their money can earn interest, many people chose to carry their money with them or keep it at home. They tend to turn to predatory lenders offering high-interest-rate loans and check service centers that charge exorbitant fees, said Kate Kennedy, Latino/Hispanic Community Project director.
“They are very unbanked for the most part and use a cash economy,” Kennedy said. “They’ll pay $30,000 down for a house — in cash.”
About five or six years ago, local banks started to realize the potential for new business in the Mexican-American community and began hiring bilingual staff who could help people apply for tax identification numbers. The nine-digit number acts like a social security number for non-citizens who want to open a savings account, Kennedy explained.
“Still a lot of people are tending to use cash,” she said.
Kennedy said United Educational has done more than any other credit union in Battle Creek to reach out to the Spanish-speaking community. It is promoting a bilingual staff member, Elizabeth Hurtado, from part-time to full-time and it is planning to hire another part-time, bilingual staff member as well, Miller said.
“Quite honestly that’s what’s going to attract people,” said Kennedy, who has worked with Hurtado on the Latino/Hispanic Community Project. “They’ll seek Elizabeth out.”
But often the first contact potential clients have is with a teller, so it is prudent that the member services representative at least know how to say in Spanish, “Wait, I’ll get a translator.”
The students joke that after six classes the only phrases they know by heart are “nada” and “no comprendo,” but they say learning about Mexican culture has proven to be an enlightening experience. They won’t make the mistake of forming an “OK” symbol with their thumb and forefinger touching with fingers extended, they said, because they learned that the gesture can be offensive.
They also have learned that the husband typically handles finances for the family. They have become familiar with geographic names of states in Mexico and their proper pronunciation.
“You’re eventually going to see people from all of these states,” Campos told the class.
They certainly hope so.
Source: http://www.battlecreekenquirer.com/article/20090604/NEWS01/906040320/1002/NEWS01/Credit+union+staff+learning+to+speak+Spanish
smart move on their end. Companies need to keep up with the reality they live in
Thanks for the interesting post. Companies should try to reach to as many people as possible and learning Spanish is smart. I look forward to reading more from you in the future.
Kudos to this company for at leats trying to expand their customer base. You have to be able to cater to as much of the public as possible these days in order to survive. The world is getting smaller everyday with the uses of technology.
I agree; it is a positive move to learn the language of the people who want to use your service. And, you gain by it too – it’s great to be able to have contact with people from a different culture.
An excellent move. It shows that the company is making an extra effort to reach
other communities. It also demonstrates cultural competency, sensitivity and great interest for the client. Olé.
It’s good if the staff learning to speak Spanish. If the clients cannot speak English then it’s much better if the credit union staff who will do the adjustment. It’s the very good way to increase the numbers of their clients. It’s a very good chance too for those part-time staff to become a full-time staff. And I agree to Kennedy’s statement that “it’s the way to attract people”. Yes it’s the better way to attract more client especially Spanish client.
Fred Homes
Architect