As we heard repeatedly at SiGMA LATAM in September, the LATAM region is not a monolith. Each country has its own culture, and catering to those different requirements requires some planning. We learned from an expert as our Becky Liggero Fontana sat down with Florencia Brancato, Marketing Consultant for LATAM, to understand what works.

Liggero Fontana began by asking where companies should consider placing their call centers. “For some companies, something is working, and for others its different,” Brancato responded. “For example, one of the companies that I used to work, they have a call center here in Uruguay, but they focus only in Portuguese and Spanish speaking people. When you want to do it more globally, you need someone to speak English as well or other language.”

https://www.youtube.com/watch?v=83NSEAHHGd4&feature=youtu.beVideo can’t be loaded because JavaScript is disabled: Florencia Brancato says to be on the ground if you want to know LATAM (https://www.youtube.com/watch?v=83NSEAHHGd4&feature=youtu.be)

Brancato gave her tips on how to offer the right languages, but also with the right dialects. “My recommendation is to have it locally in any country of LATAM because they speak Spanish and also you have people who can speak Portuguese,” she said. “The main thing is the Portuguese need to be from Brazil, not from Portugal, and the Spanish need to be from LATAM, not from Spain, otherwise its going to be difficult.”