Spanish cultural proficiency forum: IMPROVING SERVICE TO OUR LATINO/HISPANIC CUSTOMER BASE

1. Spanish cultural proficiency forum:IMPROVING SERVICE TO OUR LATINO/HISPANIC CUSTOMER BASE TORI ZENGEL MORA, LMFT, PH.D CANDIDATE

2. Spanish Cultural Proficiency Forum Colombian Belizean Venezuelan Panamanian Costa Rican Mexican ElSalvadorian Nicaraguan Guatemalan Bolivian Honduran Peruvian Cuban Puerto Rican Chilean Ecuadorian Uruguayan Argentinean Paraguayan Spanish Dominican SPANISH CULTURAL PROFICIENCY FORUM: IMPROVING SERVICE TO OUR LATINO CUSTOMER BASE TORI ZENGEL MORA LMFT, PH.D CANDIDATE

3. PROGRAM DESCRIPTION A diverse group of people coming together across disciplines, departments, languages, and cultures with a shared goal of providing excellent customer service to our English and Spanish Speaking Latino customers. SPANISH CULTURAL PROFICIENCY FORUM: IMPROVING SERVICE TO OUR LATINO CUSTOMER BASE TORI ZENGEL MORA , LMFT, PH.D CANDIDATE

4. One goal…many voices The innovation comes alive in valuing the continuum of experience and multiple perspectives that a group made of native speakers and non-native speakers embodies. SPANISH CULTURAL PROFICIENCY FORUM: IMPROVING SERVICE TO OUR LATINO CUSTOMER BASE TORI ZENGEL MORA , LMFT, PH.D CANDIDATE

5. Spanish Cultural Proficiency Forum • Spanish speaking professionals across disciplines meet monthly. • Groups at each location gather for a face to face meeting and are linked together through a conference call. SPANISH CULTURAL PROFICIENCY FORUM: IMPROVING SERVICE TO OUR LATINO/HISPANIC CUSTOMER BASE

6. PROJECT GOALS Develop cultural ambassadors Augment linguistic abilities of employees Implement the Noah principle Create a resource network made up of employees Consult and develop innovative strategies SPANISH CULTURAL PROFICIENCY FORUM: IMPROVING SERVICE TO OUR LATINO CUSTOMER BASE TORI ZENGEL MORA , LMFT, PH.D CANDIDATE

7. DEVELOP CULTURAL AMBASSADORS Cultural brokers- “the act of bridging, linking or mediating between groups or persons of differing cultural backgrounds for the purpose of reducing conflict or producing change” (Jezewski, 2001). SPANISH CULTURAL PROFICIENCY FORUM: IMPROVING SERVICE TO OUR LATINO CUSTOMER BASE TORI ZENGEL MORA , LMFT, PH.D CANDIDATE

8. DEVELOP CULTURAL AMBASSADORS Dominican Republic El Salvador Honduras Ecuador Guatemala Cuba Bolivia “Ambassador- A diplomat of the highest rank; accredited as representative from one country to another.” (Webster, 2006) Uses cultural ambassadors to lead and nurture employees with less experience. Paraguay Puerto Rico Colombia Panama Argentina Nicaragua Peru Costa Rica Venezuela E Chile Spain Uruguay Belize Mexico

9. DEVELOP CULTURAL AMBASSADORS Cultural calendar- highlights events of particular cultural importance to the population. SPANISH CULTURAL PROFICIENCY FORUM: IMPROVING SERVICE TO OUR LATINO CUSTOMER BASE TORI ZENGEL MORA , LMFT, PH.D CANDIDATE

10. DEVELOP CULTURAL AMBASSADORS Presentations highlighting traditions and customs Interactive activities to increase intercultural learning SPANISH CULTURAL PROFICIENCY FORUM: IMPROVING SERVICE TO OUR LATINO CUSTOMER BASE TORI ZENGEL MORA , LMFT, PH.D CANDIDATE

11. AUGMENT LINGUISTIC ABILITIES Games Music Multimedia interactive presentations These promote cultural attunement and provide a more relaxed environment that appeals to various learning styles. SPANISH CULTURAL PROFICIENCY FORUM: IMPROVING SERVICE TO OUR LATINO CUSTOMER BASE TORI ZENGEL MORA , LMFT, PH.D CANDIDATE

12. AUGMENT LINGUISTIC ABILITIES Poetry- read aloud to emphasize pronunciation and language nuances including metaphors. Dramas/Role-plays- Practice conversations typical to work environment SPANISH CULTURAL PROFICIENCY FORUM: IMPROVING SERVICE TO OUR LATINO CUSTOMER BASE TORI ZENGEL MORA , LMFT, PH.D CANDIDATE

13. AUGMENT LINGUISTIC ABILITIES Vocabulary corner- review and introduce new vocabulary, particularly related to work setting. SPANISH CULTURAL PROFICIENCY FORUM: IMPROVING SERVICE TO OUR LATINO CUSTOMER BASE TORI ZENGEL MORA , LMFT, PH.D CANDIDATE

14. IMPLEMENT THE NOAH PRINCIPLE “Collaboration, camaraderie, acceptance, appreciation, and respect are necessary to retain diverse employees” (as adapted from Hall 1997) Noah principle- two or more employees of color should be hired at a time (as adapted from Hall 1990) SPANISH CULTURAL PROFICIENCY FORUM: IMPROVING SERVICE TO OUR LATINO CUSTOMER BASE TORI ZENGEL MORA , LMFT, PH.D CANDIDATE

15. IMPLEMENT THE NOAH PRINCIPLE Diverse hiring alone is insufficient, opportunities for interaction and influence need to be created and sustained. • Discussions supporting bilingual professionals • Spanish speaking meeting celebrates the Spanish • language. SPANISH CULTURAL PROFICIENCY FORUM: IMPROVING SERVICE TO OUR LATINO CUSTOMER BASE TORI ZENGEL MORA , LMFT, PH.D CANDIDATE

16. IMPLEMENT THE NOAH PRINCIPLE Illuminates success stories Identifies challenge areas Provides an arena to collaborate with mentor program SPANISH CULTURAL PROFICIENCY FORUM: IMPROVING SERVICE TO OUR LATINO CUSTOMER BASE TORI ZENGEL MORA, LMFT, PH.D CANDIDATE

17. RESOURCE NETWORK OF EMPLOYEES Information sharing across disciplines within the company. Enriching quality of service. Creating a seamless experience for customers. SPANISH CULTURAL PROFICIENCY FORUM: IMPROVING SERVICE TO OUR LATINO CUSTOMER BASE TORI ZENGEL MORA, LMFT, PH.D CANDIDATE

18. CONSULTING & INNOVATIVE STRATEGIZING Consulting group provides brainstorming and pragmatic solutions to unique challenges encountered working with Latinos/Spanish speaking customers. SPANISH CULTURAL PROFICIENCY FORUM: IMPROVING SERVICE TO OUR LATINO CUSTOMER BASE TORI ZENGEL MORA, LMFT, PH.D CANDIDATE

19. SUMMARY Creating a cultural forum is a way to invest in the diversity of employees and draw from an already rich resource. It is an opportunity to improve services to Latino customers in novel ways. By using an already existing resource (cultural ambassadors working within your organization), possibilities are endless! SPANISH CULTURAL PROFICIENCY FORUM: IMPROVING SERVICE TO OUR LATINO CUSTOMER BASE TORI ZENGEL MORA, LMFT, PH.D CANDIDATE

20. Contact me SPANISH CULTURAL PROFICIENCY FORUM: IMPROVING SERVICE TO OUR LATINO CUSTOMER BASE TORI ZENGEL MORA, LMFT, PH.D CANDIDATE It would be my privilege to meet with anyone who would like to share ideas on this topic at the conference. Please do not hesitate to contact me at: 952.452.0227 or Tori.ZengelMora@my.pacifica.edu

21. Ambassador. (2006). Webster’s on-line dictionary. Princeton University. Retrieved September 15, 2010, from http://dictionary.reference.com/search?q=virulent Hall, C. C. (1997) Cultural Malpractice: The Growing Obsolescence of Psychology With the Changing U.S. Population. American Psychologist, 52: 642-651. REFERENCES SPANISH CULTURAL PROFICIENCY FORUM: IMPROVING SERVICE TO OUR LATINO CUSTOMER BASE TORI ZENGEL MORA, LMFT, PH.D CANDIDATE

22. REFERENCES Hall, C. C. (1990) “Qualified” minorities are encouraged to apply: The recruitment of ethnic minority and female psychologists. In G. Stricker, E. Davis-Russell, E. Bourg, E. Duran, W.R. Hammond, J. McHolland, K., Polite, & B.E. Vaughn (eds.), Toward ethnic diversification in psychology education and training. (pp. 105-111). Washington, DC: American Psychological Association. SPANISH CULTURAL PROFICIENCY FORUM: IMPROVING SERVICE TO OUR LATINO CUSTOMER BASE TORI ZENGEL MORA, LMFT, PH.D CANDIDATE

23. Jezewski, M.A., & Sotnik, P. (2001). The rehabilitation service provider as culture broker: Providing culturally competent services to foreign born persons. Buffalo, NY: Center for International Rehabilitation Research Information and Exchange. “CIGNA” and the “Tree of Life” logo are registered service marks of CIGNA Intellectual Property, Inc., licensed for use by CIGNA Corporation and its operating subsidiaries. All products and services are provided by such operating subsidiaries and not by CIGNA Corporation. REFERENCES SPANISH CULTURAL PROFICIENCY FORUM: IMPROVING SERVICE TO OUR LATINO CUSTOMER BASE TORI ZENGEL MORA, LMFT, PH.D CANDIDATE