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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

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Reaching English-Second-Language Customers

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  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.

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