ROANOKE TIMES
Copyright (c) 1996, Roanoke Times
DATE: Friday, April 26, 1996 TAG: 9604260081
SECTION: BUSINESS PAGE: B-8 EDITION: METRO
SOURCE: MAG POFF
Most of First Union National Bank of Virginia's Spanish-speaking customers live in Washington, D.C. But when they call the bank's new customer service line in Spanish, they reach Roanoke.
The toll-free line, (800)704-0882, connects with First Union's customer relationship center on Plantation Road. It is answered by one of three operators and a trainer, all of them bilingual. Together, they work around the clock seven days a week.
First Union has had a 24-hour English-language telephone service since 1988. Operators give customers information such as checking and savings account balances.
Sandy Lemons, a vice president in the customer relationship division in Roanoke, said Thursday the center used to receive about five calls a week from Spanish-speaking customers. Operators were trained to say, "Un momento, por favor" and transfer the call to one of two bilingual operators.
Then, said Lemons, the number of Spanish calls rose to five a day and then 10 a day. The idea of a special line for Virginia, Maryland and Washington customers surfaced in November.
The bank advertised in The Roanoke Times for Spanish-speaking operators, Lemons said, and applicants "just walked in." The line went into operation April 1.
LENGTH: Short : 33 linesby CNB