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The impact of virtual mirroring on customer satisfaction

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  • Gloor, Peter
  • Fronzetti Colladon, Andrea
  • Giacomelli, Gianni
  • Saran, Tejasvita
  • Grippa, Francesca

Abstract

We investigate the impact of a novel method called “virtual mirroring” to promote employee self-reflection and impact customer satisfaction. The method is based on measuring communication patterns, through social network and semantic analysis, and mirroring them back to the individual. Our goal is to demonstrate that self-reflection can trigger a change in communication behaviors, which lead to increased customer satisfaction. We illustrate and test our approach analyzing e-mails of a large global services company by comparing changes in customer satisfaction associated with team leaders exposed to virtual mirroring (the experimental group). We find an increase in customer satisfaction in the experimental group and a decrease in the control group (team leaders not involved in the virtual mirroring process). With regard to the individual communication indicators, we find that customer satisfaction is higher when employees are more responsive, use a simpler language, are embedded in less centralized communication networks, and show more stable leadership patterns.

Suggested Citation

  • Gloor, Peter & Fronzetti Colladon, Andrea & Giacomelli, Gianni & Saran, Tejasvita & Grippa, Francesca, 2017. "The impact of virtual mirroring on customer satisfaction," Journal of Business Research, Elsevier, vol. 75(C), pages 67-76.
    • Handle: RePEc:eee:jbrese:v:75:y:2017:i:c:p:67-76
    DOI: 10.1016/j.jbusres.2017.02.010
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    References listed on IDEAS

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    1. Bock, Dora E. & Mangus, Stephanie M. & Folse, Judith Anne Garretson, 2016. "The road to customer loyalty paved with service customization," Journal of Business Research, Elsevier, vol. 69(10), pages 3923-3932.
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    Cited by:

    1. Gloor, Peter A. & Fronzetti Colladon, Andrea & Grippa, Francesca, 2020. "The digital footprint of innovators: Using email to detect the most creative people in your organization," Journal of Business Research, Elsevier, vol. 114(C), pages 254-264.
    2. von Janda, Sergej & Polthier, Andreas & Kuester, Sabine, 2021. "Do they see the signs? Organizational response behavior to customer complaint messages," Journal of Business Research, Elsevier, vol. 137(C), pages 116-127.
    3. Doris Chenguang Wu & Shiteng Zhong & Richard T R Qiu & Ji Wu, 2022. "Are customer reviews just reviews? Hotel forecasting using sentiment analysis," Tourism Economics, , vol. 28(3), pages 795-816, May.
    4. Baehre, Sven & O'Dwyer, Michele & O'Malley, Lisa & Story, Vicky M, 2022. "Customer mindset metrics: A systematic evaluation of the net promoter score (NPS) vs. alternative calculation methods," Journal of Business Research, Elsevier, vol. 149(C), pages 353-362.
    5. Andrea Fronzetti Colladon & Ciriaco Andrea D’Angelo & Peter A. Gloor, 2020. "Predicting the future success of scientific publications through social network and semantic analysis," Scientometrics, Springer;Akadémiai Kiadó, vol. 124(1), pages 357-377, July.
    6. A Fronzetti Colladon & B Guardabascio & R Innarella, 2021. "Using social network and semantic analysis to analyze online travel forums and forecast tourism demand," Papers 2105.07727, arXiv.org.
    7. Jannik Roessler & Peter A. Gloor, 2021. "Measuring happiness increases happiness," Journal of Computational Social Science, Springer, vol. 4(1), pages 123-146, May.
    8. Fronzetti Colladon, Andrea & Toschi, Laura & Ughetto, Elisa & Greco, Francesca, 2023. "The language and social behavior of innovators," Journal of Business Research, Elsevier, vol. 154(C).
    9. Barchiesi, Maria Assunta & Fronzetti Colladon, Andrea, 2021. "Big data and big values: When companies need to rethink themselves," Journal of Business Research, Elsevier, vol. 129(C), pages 714-722.
    10. Laith Walid Fatafta & Shaker Habis Nawafleh & Heba Eid Al Darwaish, 2019. "Reviewing the Mediating Role of Quality Management Capabilities on the Effect of Information Technology on Organizational Performance," Journal of Business & Management (COES&RJ-JBM), , vol. 7(3), pages 234-251, July.
    11. Beth Porter & Francesca Grippa, 2020. "A Platform for AI-Enabled Real-Time Feedback to Promote Digital Collaboration," Sustainability, MDPI, vol. 12(24), pages 1-13, December.

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