Treating customers like family

Monica Guerra-AguilarThose who know me would think Spanish is my first language. I carry a slight accent and sometimes pause to find the right word in English.

I can assure you that’s not the case.

I grew up in a small town in Minnesota where English was the only language. My mother has always been fluent in both Spanish and English, but Spanish wasn’t needed, and we quickly became an English-speaking household.

That only lasted about six years. Then, we moved to Denver, where many people speak both Spanish and English. It was difficult because I hadn’t spoken a word of Spanish in my life!

I got away with it for about four years until one day my mom said, “It is really too bad that being Hispanic you don’t know how to speak your language. From now on, solo Espanol” - only Spanish.

Growing up around family, friends, neighbors, school mates and even teachers, who spoke Spanish all day, every day, made learning the language very easy. However, speaking the language isn’t enough. You need to be the language.

The Latino culture is very different to what I was used to seeing in Minnesota. We would get together four or five times a week for no particular reason. We are loud, close and do everything together. We always had visitors who would come over for a cup of coffee and end up staying for hours. All they really wanted was to talk, catch up on things, or to hear the latest chisme - gossip.

This brings me to the topic of talking to American Family’s Hispanic customers. The call is rarely simple.

When asked, “How may I help you?” Their response will start with what road they were on when the accident happened, but will quickly move to why they were on that road, where they were going, who they were going to see, and why they were going to see that person.

This is why most Spanish-speaking calls take an average of two to three minutes longer than English-speaking calls. We come across so many different accents, dialects, rates of speech, and countries that it really puts your listening skills to the test. Every call is a different story and can even be taken out of context if you are not paying close attention.

So when bilingual claims care center employees are asked, “What’s the main difference in claims called in by Hispanic customers?” we say the key to providing excellent customer service is to tratar los como familia just treat them like family.

If we're able to do that, then the rest is just … another language.

Posted by Monica Guerra-Aguilar on Tue, Nov 20 2012 4:38 pmMonica Guerra-Aguilar is a manager in the American Family Insurance bilingual claims care center in Denver.

Community garden is more than fresh tomatoes

American Family Insurance Community GardenI like to garden, put vegetable plants and seeds in the ground and see what happens. I like to tend the plants, watch them grow, flower and start to fruit. I wait impatiently for a tomato to turn just the right shade of red before picking it.

So it comes as no surprise that I jumped at the opportunity to ask for one of the 56 10x10-foot plots in American Family's new community garden on the company’s National Headquarters grounds.

What did surprise me is what happened next.

I talk about the garden with anyone who has five minutes to listen. I explain how proud I am what we've built in just two years. I describe how the community garden is much bigger than a 10x10-foot plot. I show off photos of the garden, gardeners and the produce we harvest. I talk about the 377 pounds of fresh produce we donated to food pantries in the Madison, Wis., area this year. 

We call it a "community garden" for a reason. Our community garden has 118 plots, but many more people are involved. I've seen husband-wife teams, entire families and small groups of coworkers work garden plots together.

I'm always meeting new people in the garden. We share seeds, gardening tips and recipes. Together, we celebrate that great big onion (a one-pound onion) and mourn together the loss of a plant or an entire patch of sweet corn (darn raccoons!). And I've met children who wouldn't touch a green bean but after growing them, can't get enough.

My involvement with the community garden is an incredibly engaging and educational process. Not only do I go to work each day, I visit my plot before or after work. I joined the garden committee. Then I volunteered to be a garden monitor. Now in our second year, I volunteered to co-chair the garden's leadership team.

The community garden is also part of American Family's overall sustainability efforts. The garden sits on previously unused land, making it productive. In addition to 118 individual plots, we planted six fruit trees that will eventually be harvested by community members. And being right here on the company's national headquarters campus, people don't have to drive far or out of their way to get to it because most of us tend our gardens before or after work.

The garden has also sparked my interest in writing about it, so I started a personal blog about urban gardening, where I encourage people to comment, share their perspectives and have gardening fun.

Josh Feyen is a social media specialist at American Family Insurance, where he also grows vegetables in a community garden plot. Josh writes about his gardening adventures in The Urbane Farmer blog.  

Posted by Josh Feyen on Thu, Oct 11 2012 9:49 pm

New blog helps us share your stories

Helping customers in JoplinThis month, we introduced this public blog on our website called Dream Protectors, the American Family Insurance blog.

It’s a new place for us to share our American Family stories. In creating this blog, we were motivated by an internal blog we have, where employees and agents share their experiences and inspiration. Why not share the stories about how we take care of customers or ways we are involved in our communities with the world, too?

These posts will be an opportunity for you to get to know us better. From taking care of customers during a big storm (like after the Joplin tornado in 2011) to agents going the extra mile to help a customer cut down a tree, to our focus on sustainability and our support of community agriculture, it all paints a rich picture of who we are as a company, and what we stand for.

If you have any thoughts or ideas about our blog, I’d love to hear from you. Please drop me an email at mwingate@amfam.com

I hope you enjoy what you read in this space, and it gives you a little more insight into American Family. 

Posted by Michele Wingate on Wed, Oct 10 2012 7:08 pm
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