A growing number of limited-English speakers and the businesses and organizations that serve them have a new avenue for easier communication.

A new service kicked off by Longview-based Centris provides on-demand interpreter service overthephone. The serviceconnects limited-English speakers with specially trained Spanish interpreters who facilitate communication between the consumer and a business's English-speaking customer representative, according to Centris CEO Jamie Maddox.

"Nearly 15 percent of the U.S. population is Hispanic and the percentage is projected to grow to over 20 percent by 2020," Maddox said.

Maddox said the "on demand" feature is a key that distinguishes the firm's service.

"Spanish speakers can communicate in their own language to financial institutions, health care organizations and utility companies — any business or individual — affordably, whenever there is a need," he said.

With the service, subscribers have access to a Spanish-English interpreter when they need one, he said. The service doesn't have to be scheduled and is available twenty-four hours a day, 365 days per year.

"Conversely, English-speakers can easily engage an interpreter to better communicate with the growing number of limited-English speaking businesses and service providers," Maddox said.

From a business's perspective, the service offers a way to attract and provide superior customer service to an increasingly affluent Hispanic consumer segment, he said.

It also provides a cost-effective means to meet government regulatory compliance policies mandating organizations to provide services to limited-English speakers in their native language.

Kelly McDonald, president of McDonald Marketing, said English-to-Spanish communication, and vice versa, requires a meaning-for-meaning interpretation.

"Many ideas that are expressed in one or two English words may require several phrases to convey the concept in Spanish," McDonald said. "That's why you may notice that non-English conversations seem to take longer."

Maddox said because of its operations in Longview and Monterrey, Mexico, Centris is uniquely positioned to provide technically accurate and culturally appropriate interpreter services.