Rio Bank Achieves Success with High-Quality Website Translation
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Since opening its doors in 1985, Rio Bank, a regional bank in southern Texas, has dedicated itself to consistently providing value to its customers. The bank operates 15 community branches throughout the region, many of which are located near the Mexican border and serve communities with strong Hispanic roots.
Despite ongoing growth, Rio Bank struggled to collect meaningful feedback from its customers. The marketing team wanted to understand why survey responses were limited.
“We noticed most of our customers were Spanish speakers, and many requested a Spanish version of our communications and satisfaction surveys. Once we provided the survey in Spanish, engagement increased, and our satisfaction ratings improved.”
—Omar Rodriguez, Sr. Executive VP and COO, Rio Bank
Recognizing the positive effect translation had on surveys, Rio Bank saw a major opportunity to better serve Spanish-speaking customers. Their McAllen, Texas branch alone serves a community of approximately 120,000 Hispanics, and across all 15 branches, the total Hispanic population in their market exceeds 1.8 million people.
The team reached out to MarketFully after seeing that competitors and national banks rely on their services to manage multilingual operations.
Launching a fully bilingual website was the next step for Rio Bank to enhance customer satisfaction further. However, like many small regional banks, their marketing team was lean. Managing the English website alone was already a significant task, and adding another language seemed nearly impossible without outside help.
“We had some Spanish content on key pages, but all new updates were only in English. We needed a solution that could support a fully translated web experience without requiring our team to manage both English and Spanish sites at the same time.”
—Francis Gomez, VP of Treasury Management, Rio Bank
To successfully roll out a Spanish website, Rio Bank needed a solution that required minimal effort from their small marketing team.
With MarketFully, Rio Bank was able to localize their English website quickly and efficiently, with very little involvement from their web team.
Translating the website immediately increased customer satisfaction among Rio Bank’s predominantly Spanish-speaking clients, who make up more than 90 percent of the customer base. The bank expects satisfaction and service ratings to continue rising as translation efforts expand into additional digital channels.
