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Reaching English-Second-Language Customers

This report explores the research findings on the satisfaction levels of English as a Second Language (ESL) customers regarding utility services. High satisfaction is noted with alternatives in transportation, efforts to improve air quality, and energy-saving programs. However, challenges remain in participation due to language barriers, technology adaptation, and limited access to the internet. Recommendations include providing more multilingual resources, adapting messages to cultural contexts, and engaging community leaders for effective outreach, to enhance understanding and participation in energy conservation initiatives.

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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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