Boost NPS & CSAT Through Customer Mirroring - (v)WeCare Technology - ContactCenterWorld.com Blog
We’ve been talking about Customer Mirroring℠ with our clients for years. It’s a process that we pioneered, and it’s a part of the Vcare secret sauce that has helped our clients achieve industry-leading NPS and Customer Satisfaction Scores.
What Is Customer Mirroring℠?
First, let’s start with a definition. Customer Mirroring℠ is the process of identifying, hiring, and training groups of customer service specialists that have similar personality, interests, and motivations as the customers that they serve. To maximize your customer service team’s effectiveness, your customer service specialists should essentially ‘mirror’ your customers. Thus, Customer Mirroring℠.
What Magic Happens With Customer Mirroring℠?
At Vcare, we believe in the Customer Mirroring℠ methodology so passionately, that we built our company on it. Customer Mirroring℠ is one of the key reasons that 85% of our clients’ customers come back to purchase again. These people keep coming back because they’re able to connect with our customer service specialists more quickly and completely.
Because our specialists are very similar to our clients’ customers, those customers have more trust in them, in the interaction, in the product, and in the brand. More than 8 out of 10 Vcare interactions lead to customer loyalty for our clients, and that leads to greater advocacy, which leads to more new customers. Customer Mirroring℠ creates a virtuous cycle of loyalty and advocacy that actually contributes directly to the bottom line.
A Real-World Example of Customer Mirroring℠.
One of our clients, Ugg Australia, came to us for an outsourced customer service solution. Uggs has a very specific target customer, based on interests, demographics, and psychographics, so we talked to them extensively about our Customer Mirroring℠ methodology.
We hired people understood the Ugg Australia brand, who had a pair of Ugg boots, who were similar to those target customers, who not only could talk about the Ugg brand, but were really passionate about it.
Of course, these qualities that were mirrored from Ugg customers made it easier to train these new care specialists, easier to motivate them, easier for them to be interested in the industry. But more importantly, it helped with empathy, it helped with communication, it helped with customer satisfaction, and it helped with first-touch resolution.
This is where the investment in the Customer Mirroring℠ methodology pays off. And Ugg Australia isn’t unique – this process is part of what makes Vcare special. This is an inherent value for all of our clients and their customers.
Without Customer Mirroring℠, Customer Support Is Destined To Fail.
When you think about it, the Customer Mirroring℠ methodology should be a part of any customer service & support hiring and training process. Without it, how could you ensure that your customer service representatives would engage your customers efficiently and effectively?
If the people on the other end of the phone, chat window, email thread, or social media post are not similar to your customers, then how could they instantly empathize, form a bond, and understand one another?
The more urgent question is, are you missing out on revenue as a result of this? Ask yourself what your repeat purchase rate is, and if Customer Mirroring℠ would improve it. Would your NPS and Customer Satisfaction scores be higher if there was more trust between your rep and your customer?
Outsourcing? Here’s How To Tell If Customer Mirroring℠ Is Happening.
If you’re already outsourcing your customer support, then there’s almost a guarantee that Customer Mirroring℠ is not happening. Some questions you should be asking your partner are where they hire from, how they hire, and how they train.
If they don’t give you, the brand, any have control over the hiring process, or if the contact center you’re working with hasn’t asked for customer profiles, statistics, and demographics, how could they possibly execute on Customer Mirroring℠?
If your outsourced call center doesn’t maintain a database of applicants and specialists with interest data, profile data, and behavioral data, then they can’t call upon the right people to talk to your customers.
Are you already outsourcing your customer service, and have questions about Customer Mirroring℠? Or, if you have an in-house customer service department and want some insight into the Customer Mirroring℠ methodology, reach out to a Customer Care Specialist at Vcare today.
Publish Date: April 20, 2016 5:00 AM
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