spanish cultural proficiency forum: improving service to our latino/hispanic customer base
DESCRIPTION
Spanish cultural proficiency forum: IMPROVING SERVICE TO OUR LATINO/HISPANIC CUSTOMER BASE. TORI ZENGEL MORA, LMFT, PH.D CANDIDATE. Spanish Cultural Proficiency Forum. Colombian. Belizean. Venezuelan. Panamanian. Costa Rican. Mexican. El Salvadorian. Nicaraguan. Guatemalan. Bolivian. - PowerPoint PPT PresentationTRANSCRIPT
SPANISH CULTURAL PROFICIENCY FORUM:
IMPROVING SERVICE TO OUR
LATINO/HISPANIC CUSTOMER BASE
TORI ZENGEL MORA, LMFT, PH.D CANDIDATE
Spanish Cultural Proficiency Forum
Mexican
Puerto Rican
Colombian
EcuadorianCuban
NicaraguanHonduran
El Salvadorian
Argentinean
Costa Rican
Dominican
Uruguayan
Venezuelan
Chilean
Panamanian
PeruvianBolivian
Paraguayan
Guatemalan
Belizean
SPANISH CULTURAL PROFICIENCY FORUM: IMPROVING SERVICE TO OUR LATINO CUSTOMER BASE TORI ZENGEL MORA LMFT, PH.D CANDIDATE
Spanish
PROGRAM DESCRIPTION
SPANISH CULTURAL PROFICIENCY FORUM: IMPROVING SERVICE TO OUR LATINO CUSTOMER BASE TORI ZENGEL MORA , LMFT, PH.D CANDIDATE
One goal…many voices
The innovation comes alive in valuing the continuum of experience and multiple perspectives that a group made of native speakers and non-native speakers embodies.
SPANISH CULTURAL PROFICIENCY FORUM: IMPROVING SERVICE TO OUR LATINO CUSTOMER BASE TORI ZENGEL MORA , LMFT, PH.D CANDIDATE
Spanish Cultural Proficiency Forum
SPANISH CULTURAL PROFICIENCY FORUM: IMPROVING SERVICE TO OUR LATINO/HISPANIC CUSTOMER BASE
Spanish speaking professionals across disciplines meet monthly.
Groups at each location gather for a face to face meeting and are linked together through a conference call.
Develop cultural ambassadors Augment linguistic abilities of employees Implement the Noah principle Create a resource network made up of
employees Consult and develop innovative strategies
PROJECT GOALS
SPANISH CULTURAL PROFICIENCY FORUM: IMPROVING SERVICE TO OUR LATINO CUSTOMER BASE TORI ZENGEL MORA , LMFT, PH.D CANDIDATE
Cultural brokers- “the act of bridging, linking or mediating between groupsor persons of differing cultural backgrounds for the purpose of reducing conflict or producing change” (Jezewski, 2001).
DEVELOP CULTURAL AMBASSADORS
SPANISH CULTURAL PROFICIENCY FORUM: IMPROVING SERVICE TO OUR LATINO CUSTOMER BASE TORI ZENGEL MORA , LMFT, PH.D CANDIDATE
Panama
Uruguay
HondurasCubaBolivia
Nicaragua
Venezuela
Ecuador Guatemala
ChileBelize Spain
Puerto Rico
DominicanRepublic
Mexico
Paraguay
Costa Rica
Argentina
El Salvador
Peru
Colombia
DEVELOP CULTURAL AMBASSADORS
E
“Ambassador- A diplomat of the highest rank; accredited as representative from one country to another.” (Webster, 2006)
Uses cultural ambassadors to lead and nurture employees with less experience.
Cultural calendar- highlights events of particular cultural importance to the population.
DEVELOP CULTURAL AMBASSADORS
SPANISH CULTURAL PROFICIENCY FORUM: IMPROVING SERVICE TO OUR LATINO CUSTOMER BASE TORI ZENGEL MORA , LMFT, PH.D CANDIDATE
Presentations highlighting traditions
and customs Interactive activities to increase
intercultural learning
DEVELOP CULTURAL AMBASSADORS
SPANISH CULTURAL PROFICIENCY FORUM: IMPROVING SERVICE TO OUR LATINO CUSTOMER BASE TORI ZENGEL MORA , LMFT, PH.D CANDIDATE
Games Music Multimedia interactive presentationsThese promote cultural attunement and provide a more relaxed environment that appeals to various learning styles.
AUGMENT LINGUISTIC ABILITIES
SPANISH CULTURAL PROFICIENCY FORUM: IMPROVING SERVICE TO OUR LATINO CUSTOMER BASE TORI ZENGEL MORA , LMFT, PH.D CANDIDATE
Poetry- read aloud to emphasize pronunciation and language nuances including metaphors. Dramas/Role-plays- Practice conversations typical to work environment
AUGMENT LINGUISTIC ABILITIES
SPANISH CULTURAL PROFICIENCY FORUM: IMPROVING SERVICE TO OUR LATINO CUSTOMER BASE TORI ZENGEL MORA , LMFT, PH.D CANDIDATE
Vocabulary corner- review and introduce new vocabulary, particularly related to work setting.
AUGMENT LINGUISTIC ABILITIES
SPANISH CULTURAL PROFICIENCY FORUM: IMPROVING SERVICE TO OUR LATINO CUSTOMER BASE TORI ZENGEL MORA , LMFT, PH.D CANDIDATE
“Collaboration, camaraderie, acceptance, appreciation, and respect are necessary to retain diverse employees” (as adapted from Hall 1997)Noah principle- two or more employees of color should be hired at a time (as adapted from Hall 1990)
IMPLEMENT THE NOAH PRINCIPLE
SPANISH CULTURAL PROFICIENCY FORUM: IMPROVING SERVICE TO OUR LATINO CUSTOMER BASE
TORI ZENGEL MORA , LMFT, PH.D CANDIDATE
Diverse hiring alone is insufficient, opportunities for interaction and influence need to be created and sustained.
IMPLEMENT THE NOAH PRINCIPLE
SPANISH CULTURAL PROFICIENCY FORUM: IMPROVING SERVICE TO OUR LATINO CUSTOMER BASE TORI ZENGEL MORA , LMFT, PH.D CANDIDATE
Discussions supporting bilingual professionalsSpanish speaking meeting celebrates the Spanish language.
Illuminates success stories Identifies challenge areas Provides an arena to collaborate with
mentor program
IMPLEMENT THE NOAH PRINCIPLE
SPANISH CULTURAL PROFICIENCY FORUM: IMPROVING SERVICE TO OUR LATINO CUSTOMER BASETORI ZENGEL MORA, LMFT, PH.D CANDIDATE
Information sharing across disciplines within the company.Enriching quality of service.Creating a seamless experience for customers.
RESOURCE NETWORK OF EMPLOYEES
SPANISH CULTURAL PROFICIENCY FORUM: IMPROVING SERVICE TO OUR LATINO CUSTOMER BASETORI ZENGEL MORA, LMFT, PH.D CANDIDATE
Consulting group provides brainstorming
and pragmatic solutions to unique
challenges encountered working with
Latinos/Spanish speaking customers.
CONSULTING & INNOVATIVE STRATEGIZING
SPANISH CULTURAL PROFICIENCY FORUM: IMPROVING SERVICE TO OUR LATINO CUSTOMER BASETORI ZENGEL MORA, LMFT, PH.D CANDIDATE
Creating a cultural forum is a way to invest in the diversity of employees and draw from an already rich resource.It is an opportunity to improve services to Latino customers in novel ways.By using an already existing resource (cultural ambassadors working within yourorganization), possibilities are endless!
SUMMARY
SPANISH CULTURAL PROFICIENCY FORUM: IMPROVING SERVICE TO OUR LATINO CUSTOMER BASETORI ZENGEL MORA, LMFT, PH.D CANDIDATE
Contact me
SPANISH CULTURAL PROFICIENCY FORUM: IMPROVING SERVICE TO OUR LATINO CUSTOMER BASETORI ZENGEL MORA, LMFT, PH.D CANDIDATE
It would be my privilege to meet with anyone who would like to share ideas on this topic at the conference.
Please do not hesitate to contact me at: 952.452.0227 or [email protected]
REFERENCES
Ambassador. (2006). Webster’s on-line dictionary. Princeton University. Retrieved September 15, 2010, from http://dictionary.reference.com/search?q=virulent
Hall, C. C. (1997) Cultural Malpractice: The Growing Obsolescence of Psychology With the Changing U.S. Population. American Psychologist, 52: 642-651.
SPANISH CULTURAL PROFICIENCY FORUM: IMPROVING SERVICE TO OUR LATINO CUSTOMER BASETORI ZENGEL MORA, LMFT, PH.D CANDIDATE
REFERENCES
Hall, C. C. (1990) “Qualified” minorities are encouraged to apply: The recruitment of ethnic minority and female psychologists. In G. Stricker, E. Davis-Russell, E. Bourg, E. Duran, W.R. Hammond, J. McHolland, K., Polite, & B.E. Vaughn (eds.), Toward ethnic diversification in psychology education and training. (pp. 105-111). Washington, DC: American Psychological Association.
SPANISH CULTURAL PROFICIENCY FORUM: IMPROVING SERVICE TO OUR LATINO CUSTOMER BASETORI ZENGEL MORA, LMFT, PH.D CANDIDATE
REFERENCES
Jezewski, M.A., & Sotnik, P. (2001). The rehabilitation service provider as culture broker: Providing culturally competent services to foreign born persons. Buffalo, NY: Center for International Rehabilitation Research Information and Exchange.
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SPANISH CULTURAL PROFICIENCY FORUM: IMPROVING SERVICE TO OUR LATINO CUSTOMER BASETORI ZENGEL MORA, LMFT, PH.D CANDIDATE