Crafting the Customer Experience For People Not Like You: How to Delight and Engage the Customers Your Competitors Don't Understand

Chapter 11

Hispanics/Latinos

The largest ethnic minority in the United States is Hispanics. The population now numbers more than 50 million, something that definitely catches the attention of virtually every brand, product, company, and organization. Everyone in business wants to know how to tap into the Hispanic (or Latino, if you prefer) market, and it’s no wonder; it just makes good business sense to pay attention to a consumer segment of this magnitude.

Hispanics are an enormously desirable consumer target because of what I refer to as the 3 Ls: it is a large, lucrative, and loyal segment. They have a substantial population; to put 50 million in context for you, it makes the United States the second largest Hispanic country in the world—second only to Mexico. The Hispanic market is also a very lucrative one; with solidly middle-class household income and significant purchasing power, it’s no wonder companies and brands are salivating over this consumer. And, of course, everyone wants a loyal customer. You always want to retain a customer after spending precious resources marketing to, attracting, and selling to him or her. You want this customer to keep coming back for more. Numerous studies have shown that when Hispanics have a good customer experience, they don’t just become loyal customers; they make fiercely loyal customers.

The Hispanic market is large, lucrative, and loyal—and those are the three Ls that every business wants their customers to be.

So what defines ...