Fifth Third Bank's Bilingual Call Center Team Members Share How They Keep the Customer at the Center

Sept. 15 marks the start of National Hispanic Heritage Month, when the United States recognizes the contributions and influence of Hispanic and Latino Americans to the country’s history, culture and achievements.

Fifth Third Bank has a bilingual team that helps support the Bank’s Spanish-speaking customers. As a way to raise awareness about the call center, employees who work in this group share their thoughts on keeping the customer at the center, celebrating National Hispanic Heritage Month and being inclusive.

Alberto Cuervo, consumer call center bilingual team lead, Cincinnati.

As leader of the bilingual call center team, Alberto helps to plan, assign and monitor the team’s workflow. “I collaborate to ensure that all calls, processes and quality standards are in compliance,” Alberto said. “I also provide timely coaching to our bilingual agents to ensure our clients are getting the highest customer service, and I participate in and support initiatives that promote team engagement and a positive work environment for positions that are high stress.”

Since joining the Bank in 2018, Alberto has been involved with the Bank’s Latino Business Resource Group as a way to feel part of a community in a city that was new to him.

National Hispanic Heritage Month provides Alberto the opportunity to celebrate and recognize what many others have done in the past to pave the way for others.

“It’s important to recognize the tenacity and sacrifice that individuals have made by leaving their homeland to fight adversity and find a better future in the United States,” Alberto said. “I celebrate this month with much joy by eating a variety of Hispanic food and gathering with friends from different countries to share our unique histories and backgrounds. We often bring flags from our various countries or regions and get a group photo.”

Mari Ortiz, consumer call center new hire manager, Grand Rapids, Michigan

Mari helps bring new employees on board in the bilingual group of the consumer call center. She started her career at the Bank as a bilingual representative herself, translating for Spanish-speaking customers.

“It’s a huge win for me to be able to bridge the language gap for our Spanish-speaking customers,” Mari said. “I enjoy giving the Hispanic community excellent customer service.”

Mari has been a member of the Latino BRG for several years, assisting with member connections and serving on the communication subcommittee.

“National Hispanic Heritage Month is a time not only to reflect on how far we’ve come, but also to continue to introduce and incorporate Hispanic traditions to new generations,” Mari said. “I encourage everyone to use the vast information we have at our fingertips online and take the time to learn something new about Hispanic heritage.”

Gia Valdes Lastre, consumer contact bilingual professional, Cincinnati

Gia handles calls from customers in a professional, courteous manner, using English and Spanish.

“It can be challenging because of high call volumes, it’s also very rewarding to help our Latino community,” Gia said. “I have interacted with so many abuelitas and tias who are always so grateful. Hearing them thank me in Spanish, ‘Gracias, mi niña,’ gets me every time.”

As a member of the Latino BRG, Gia is able to connect with other Hispanic and Latino employees outside of the call center. “The BRG is one of the best parts of being a Fifth Third employee and shows that we foster a culture of inclusion and diversity,” Gia said.

Gia looks at National Hispanic Heritage Month as a time to celebrate her culture and take the opportunity to dismantle stereotypes and misconceptions.

“Even though we are the fastest-growing minority, most people still believe the stereotypes that have been portrayed by the media,” Gia said. “It is our duty to inform and educate others about what it really means to be Hispanic. I like to strike up a conversation whenever and wherever I find the opportunity. I think that it is important to keep open dialogue about our culture.”

Gia also recommends listening to the “Latino USA” podcast, which showcases stories about the lives of Hispanic Americans, and watching the movie “Melaza” (available on Amazon Prime).

“During National Hispanic Heritage Month and year-round, you can educate yourself, ask questions in a respectful manner and immerse yourself in other cultures,” Gia said.

To contact the bilingual call center, please call 800-972-3030. To learn more about Fifth Third’s inclusion and diversity efforts, please visit: www.53.com/diversity.