How fans of brands can improve your customer experience ROI

by 5CA | May 12, 2021

 

At 5CA we believe the CX that we offer is superior because it’s fan-made. We think it’s better for the customers of the businesses we partner with, but we also think it’s better for our clients’ own bottom line. And we can prove it. Let’s take a look at how fans of brands can make a difference to your ROI.

Huge talent pool – We aren’t fishing in a small pond when we recruit our fans of brands: we can hire the best people in the world to work from home, wherever they are.

Along with the skills they need, they also have the intrinsic motivation, choosing to work remotely for brands they love. That motivation leads to higher engagement and performance, and reflects the high calibre of recruit that we select.

Nearly two-thirds of our fans of brands are educated to degree-level and can speak multiple languages. According to a Helpshift report, 72% of customers who have support in their own language feel more satisfied with the experience and in turn feel more loyalty to that brand.

For us this freedom to hire brilliant people, from anywhere, is one of the keys to what makes our business successful. It means we can raise the bar when we hire because we’re not bound by geography or job market limitations. We’re already a global team for global clients, with 40 nationalities working across 90 countries, and speaking 70 languages and dialects.

Speed to competence – Because we hire fans of brands who are already immersed in the brands we hire them to work on, we can get them up and running at warp speed, compared to the standard industry timings.

The potential global talent pool of 1 billion people able to work from home gives us an almost limitless, scalable resource. In turn it means we can reduce time hiring our fans of brands by 50%, while increasing their speed-to-competence by 66% when compared to equivalent times in traditional contact centers.

It means we can rapidly onboard and give our partners the capacity they need in weeks, rather than months.

Emotional connection – It’s not just about speed though. Done right, the best brands build an emotional connection that is unbreakable. Think of the waiting list to buy a new Tesla or PlayStation 5, or the now-regular sight of queues outside an Apple Store. Some have termed this connection ‘brand intimacy’ and it’s hugely powerful.

The Harvard Business Review has also reported on the strength of emotionally connected customers, reporting that they are more than twice as valuable as highly-satisfied customers:

‘These emotionally connected customers buy more of your products and services, visit you more often, exhibit less price sensitivity, pay more attention to your communications, follow your advice, and recommend you more – everything you hope their experience with you will cause them to do.’

Our fans of brands get that because – guess what? – they’re fans first and foremost. As are we. It’s why we only work for brands we’re passionate about. That passion creates a powerful emotional connection when our agents are talking to customers, which no amount of training or scripting can create. We want to build advocacy for our partners’ brands, not simply clear tickets for them, and guess which is better for their bottom line?

Value added customer service – There is so much more to great CX than simply handling inbound customer demand (as essential as that is). Our fans of brands help our CX partners be smarter about their customer service, refreshing and renewing self-service resources for example. They help in plenty of ways, reviewing FAQs, creating tutorial videos, updating customer service processes.

Your BPO partner should also be able to provide you with valuable real-time insights such as trending topics and sentiment analysis, which you can use to drive CX and business improvements. All of which gets customers the answers they need faster and easier and boosts customer satisfaction.

Our CX agents outperform benchmarks by 88% and there’s an obvious uplift in customer satisfaction with an average 9% increase in CSAT scores. Forrester research shows the huge impact increased customer satisfaction can have on the bottom line.


What’s your return on investment in customer experience? If you want to talk about how to build CX that delivers, or improve on what you’ve already got, we’d love to talk.

5CA