As reported July 16th on Portland's Business Journal, Pacific Power launched a new Web site for the utility's Spanish language customers.
Pacific Power has 18,000 and growing non-English-speaking households in its service area. Census data demonstrates that Washington, Oregon and Idaho combined represent the tenth largest Hispanic market in the U.S.
I chose this article, not because it is unique (many companies are doing the same), but because of its timeliness. I could have used ANY example, but randomly picked this one... It makes good marketing & PR sense to give your customers the OPTION of getting the information they need from you in the language they prefer; be it because they don't know any other language, they feel like it at that particular moment, or for that specific subject they are more acquainted with your "industry's" lingo in English OR Spanish (or any other dominant language in the market(s) being served). It just shows both your current and future customers that you care enough and that you want their business enough to go the extra mile. Be it on a website, telephone answering service, brochures, signage, etc... if you are interested in serving a specific "group" who's native language isn't English, providing your company's information in their mother tounge is the way to go. When all is said and done it will be their decision, but you will have given them the OPTION; that's what's important.
Yes, there will be people offended on both sides; one's will say, "If you live in this Country, learn its language!"; while others will say, "Just because I'm from [Country of Origin] you immediately assume I can't fully understand English?". Well, it's impossible to make everybody happy; I suggest you learn to live with it. The majority of people will appreciate your efforts.
One word of advice: Be sure you have an accurate translation; pay the extra bucks... it is definitely worth it.
Be straightforward about the fact that the translated information is still a work in progress, if that is the case, and encourage your customers to give you feedback on how to make the information better. This is one thing I appreciated from Pacific Power:
"This new site will continue evolving as we talk with our Spanish language customers," said Karen Gilmore, vice president of customer services for Pacific Power.
Source: The Business Journal
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