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Banking and Cards Research

Digging into the Customer Experience: Banking and Credit Cards

Corporate Insight’s Bank Monitor, Credit Card Monitor and Small Business Card Monitor provide ongoing coverage of the products, websites and overall customer experience offered by the nation’s leading banks and card issuers. Our value-added banking and credit card research digs deeply to evaluate the retail and small business customer experience.

Spanish Language Services PDF Print E-mail
Next to English, the most commonly spoken primary language in America is Spanish. In this report, we look at the various Spanish-language capabilities and options provided by major card issuers. Our investigation includes both public and private resources that card issuers use to help attract Spanish-speaking clients and help them manage their accounts. This is our first look at this topic since the summer of 2008.

In this report, we look at the Spanish-language resources currently offered by major credit card firms, on both their public and private sites. As we investigated what card information and maintenance features are being offered for native Spanish speakers, we focused on the following issues:
  • Do firms provide public site card sections in Spanish that mirror those offered in English?
  • Are issuers using dedicated sitelets to promote Spanish-language cards?
  • What private site card payment maintenance tools are offered in Spanish?
Somewhat surprisingly, only four firms currently offer any Spanish-language resources for credit card prospects and clients. Of these, each of the four provides some public site information, though only one offers a public site in Spanish that closely resembles the English version. Despite this, three of the four issuers in this report provide users with a Spanish-language public site homepage that closely resembles the one offered to English speakers. On the private site, only one firm is currently offering Spanish-based card maintenance features to clients. Even this firm, which offers on-the-fly transitioning between English and Spanish, offers a few functions only in English, including online payments.
 
As we continued to dig into the Spanish-language details and capabilities offered by major card firms, we uncovered the following additional Key Points:
  • Two firms limit the number of cards with product pages available in Spanish to three and four, respectively; one firm provides no Spanish-language product pages, instead linking from their Spanish sitelets to English-language product details
  • The leader in our report is the only firm currently offering Spanish-language resources on both its public and private sites
  • Two card issuers that offered Spanish details as recently as 2008 currently do not offer any resources linked from their main site for Spanish-speaking prospects
 
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