Since its establishment in 1985, Rio Bank—a regional banking firm in southern Texas —has dedicated its mission to providing never ending value to their customers. They currently feature 15 community branches throughout the heart of Southern Texas, many of them near the Mexican border where people tend to have Hispanic roots.
Despite their growing business, Rio Bank was having trouble generating customer feedback. The marketing team needed to find out why they weren’t getting enough responses to their customer surveys.
“We noticed most of our customers were Spanish speakers––– and many customers requested a Spanish version of the communications and satisfaction surveys. Once we provided a Spanish version of the survey, engagement increased and so did our satisfaction ratings.” – Omar Rodriguez, Sr. Executive VP & COO of Rio Bank.
Rio Bank witnessed what translation did to its customer satisfaction surveys and realized they had a huge opportunity to better serve Spanish speakers. Their HQ in McAllen TX alone has a community with approximately 120,000 Hispanics. When considering all 15 branches, they found the total Hispanic population in their market exceeds 1.8 million people.
The team reached out to MotionPoint after noticing that competitors and national banks use them to support their in-language operations.
