Article on Retail's Loyal Customers

Although this article is a few years old, I think the message is still relevant today. I have selected portions below (click here for the article in its entirety.)

Let Your Most Loyal Customers Handle Your Customer Care
by Christopher M. Carrington
December 08, 2006

If you think your key customer service metrics would increase by matching inquiries from your customers with people who have a passion for your products and the knowledge to provide the highest quality service, you’re probably right. In fact, it’s likely that you would also begin to see your customer service indexes, sales metrics, and customer retention numbers begin to rise.

This is not a customer service dream — it is a reality that companies across the country are taking advantage of today. Agent profiling, the process of matching customer service agents directly with the needs and personalities of customers, is a win-win situation for businesses, customers, and employees alike.

Customers Want More
Agent profiling provides the highest and most efficient level of service possible while linking customer service agents’ passions to their job. The backlash from customers who have received mediocre service from offshore facilities shows that consumers expect more than simply having their calls answered quickly.

Recruiting customer service and sales agents who are passionate about your products and services and who have strong customer service skills is the first step in providing a better experience to your customers.

Agents As Trusted Advisors
...Another company that is reaping the benefits of agent profiling by using home-based contact center agents is J. Crew. Since the people best qualified to relate to J.Crew customers are other J.Crew customers, we hire only shopping enthusiasts with intimate knowledge of the J.Crew brand and product lines to work on the J. Crew program. Even J.Crew credit card holders are answering the phones.

Such strict hiring profiles mean these home-based employees can communicate about fabrics, colors and how to match outfits while on the phone with J.Crew customers. Lynn Bradley is an ideal J.Crew call center agent because of her experience as a retail manager, and she becomes a trusted advisor for J.Crew customers who reach her when they call with a customer service request.

In fact, on a recent call, Bradley was asked to purchase an entire suitcase full of clothing for a man who was going on an island vacation and didn’t know what to wear. After discussing the finer details of his destination, his skin tone and even his sensitivity to sunlight, Bradley was able to use her knowledge of the J.Crew product line to select a new wardrobe for this customer. Such service is only possible from employees who are mature, passionate and experienced in the work they are performing. ...

What do you think of the author's message in the article? Do you disagree or disagree? What else would you add?