1 / 14

Reaching English-Second-Language Customers

Reaching English-Second-Language Customers. Research Findings. Higher levels of satisfaction for: Availability of alternative forms of transportation Efforts to improve air quality Tree trimming efforts Water conservation. Research Findings. Higher ratings for: Lower cost of energy

dobry
Download Presentation

Reaching English-Second-Language Customers

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Reaching English-Second-Language Customers

  2. Research Findings • Higher levels of satisfaction for: • Availability of alternative forms of transportation • Efforts to improve air quality • Tree trimming efforts • Water conservation

  3. Research Findings • Higher ratings for: • Lower cost of energy • Use of CFLs • Willing to spend more to be green • Appeal of high speed communication • Availability to monitor electricity by appliance • Interest in appliances communicating with grid

  4. Research Findings • Higher levels of participation: • Car pool • TV as credible source of information • Low cost energy efficiency programs • Light bulbs • Programmable thermostat • Low flush toilets

  5. Research Findings • Lower scores for: • Adaptation to technology • Participation in rebate/loan programs • Less access to Internet • Web analytics – zero visits to http://austinenergy.com/En%20Espanol/indice.htmin December

  6. Research Findings • Lower participation in: • Adjust thermostat • Change AC filter • Home improvements • Replacing old appliances • Running full dishwasher • Use of recycled paper products

  7. Research Findings • Changes needed: • More information in language other than English • Information in customer-speak, not utility-speak • Understanding that comfort and convenience might be culturally different • Access different community groups

  8. Learning Curves • Utility speak regardless the language • Acronyms • Comfort and convenience versus energy consumption • Interactive Voice Response in English • Spanish-only literature and marketing materials • Speaking and reading not always the same

  9. Communication Keys • Consistency in translation • Translate materials as needed or requested • Save Energy and Save Money example • Ahorre Energia y Ahorre Dinero example • Programas de ayuda con servicios publicos example

  10. Communication Keys • General market materials balanced between English and Spanish • Free Home Energy Improvements door hanger example • Easy Ways to Save Energy example • Austin Energy Weatherization Program example

  11. Communication Keys • Maintain program name without translation • Incorporate graphics and pictures

  12. Communication Keys • Utilize community support • Education and word of mouth are vital • Community leaders and organizations critical to communication success • Engage children • Important regardless of the language • Current communicators and future customers

  13. Summary • English as a second language presents an additional challenge to the acronym-laden, industry-specific language used by utilities. • Speaking a language other than English may not equate to reading that same language.

  14. Summary • Communication channels need to be expanded to capture a more diverse audience. • Consistency of message, along with visual depictions, can help the conveying of the message.

More Related