17 Sep Necesito Un Seguro
According to Google, this is the Spanish translation for “I need insurance.” Would you understand your customer’s request? What if your client doesn’t speak English? Over the past number of years, as I have traveled around this great country doing E&O classes, the topic of what an agency should do when their client/prospect does not speak English will arise. A language barrier creates several issues that agencies should consider and have a position on.
While the following data is somewhat outdated (2019 US Census Bureau report), it presents a growing trend that will probably continue. The number of people in the United States who spoke a language other than English at home nearly tripled from 23.1 million (in 1980) to 67.8 million (in 2019), corresponding to approximately 1 in 5.
Of the five most common languages (other than English), Spanish clearly led the list at 61.6%, followed by Chinese 5.2%, Tagalog 2.6%, Vietnamese 2.3%, and Arabic 1.9%. The percentages are for the total non-English population.
So, what should an agency do when interacting with a non-English-speaking client/prospect? I have heard of some situations where a family member (sometimes under the age of 18) has served as the translator. This is definitely a “no-no” and should not be the solution. Even if the family member or friend is an adult, it is best to avoid this approach, as the attempts to translate the information could lead to misunderstandings or misinterpretations. This could present a significant issue should a problem occur.
Any agency material provided to the client/prospect should be in English. In fact, I was made aware that a number of states actually mandate the material be in English. If the client desires the material in their native language, it is suggested that they work with a third-party translation service to provide the information either in writing or verbally. Major technological advancements have occurred that can translate English automatically into various other languages.
Another key issue involves educating the client/prospect. I am not aware of how auto insurance (as an example) is handled in other countries. Thus, if the client/prospect has migrated to the United States, they may not be familiar with the various key issues unique to the U.S. auto insurance market. This U.S. “uniqueness” could involve virtually all segments of the U.S. insurance market, including personal lines, commercial lines, and life/health insurance. Providing the client/prospect with some educational material will help them understand the coverages and allow them to make educated decisions.
As with all clients, it is highly suggested that all conversations be documented and memorialized back to the client to ensure that there are no misunderstandings.