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We recognise that more needs to be done to raise awareness within the business community of the
potential benefits and opportunities that a Welsh language offer will provide to them, and in turn
their customers. This will call for more visible, practical and tailored assistance to be offered to
business on issues such as planning Welsh language skills, enhancing the bilingual
communication they offer through their customer services.
The existence of services and opportunities to use Welsh, whether from public bodies, third sector
bodies or private sector businesses, does not guarantee that people will take advantage of them.
The evidence on Welsh speakers’ use of bilingual services suggests that uptake of
Welsh-language services can be influenced by a range of factors, including accessibility and
visibility of the service, speakers’ perceptions about the quality of the provision, and behavioural
choices (Citizens Advice Bureau 2015). The Welsh Language Use Survey 2013–15 (Welsh
Government and Welsh Language Commissioner 2015) showed that just over half of Welsh
speakers try to use Welsh, at least occasionally, when dealing with public organisations, with
Welsh speakers who speak the language daily twice as likely to try to use Welsh as those who
speak Welsh less often. Of those who always try to use Welsh
with public organisations, just over half felt that they always or almost always succeeded in doing
so.
It is essential that there are no barriers to receiving services in Welsh and that Welsh-language
services are offered proactively, are
widespread, and of an equivalent quality to those offered in English.
As well as investing in and proactively offering Welsh-language services, providers also need
to know how to facilitate their increased use. This demands intelligent marketing, with the onus
on the provider to design services in a way which is geared to the needs of the customer. This
customer-focused approach will require new and different methods, and a change in mindset,
in order to attract and nurture a growing customer base for Welsh-language services.
We need to improve our understanding of what could assist Welsh speakers of all abilities to
use Welsh in circumstances where they are not accustomed to doing so. Changing the way in
which a
Welsh-language service is offered can be addressed quickly by assisting service providers to offer
their services in the most proactive manner.
Action in this area will need to be informed by the latest research on behavioural economics.
We will also work with business and third sector leaders to improve their understanding and
awareness of bilingualism and how to incorporate it as an essential element of their customer
service offer.
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