A hike in customer satisfaction

Building emotional connections with new supporters


CSat jumped from 4.3 to 4.52 out of 5 over the first three months, as a direct result of our training, and how well the techniques are being applied by the National Trust and Capita teams.

“Mazaru designed very bespoke training to support us in over-hauling our joining experience. We’ve been so impressed with the content and delivery, and the resulting boost to CSat.”

Rachelle Elliott, Call Centre Manager, National Trust.


The National Trust wanted to build stronger connections with supporters, right from the moment they join. The experience of becoming a member over the phone was at the top of their list – to make it less transactional and more emotional. 

How we helped them have great conversations

In collaboration with National Trust and Capita, we: 

  • Looked at the joiner journey, from the perspective of potential new members and front-line teams:
    – Explored National Trust properties to experience a visit first-hand
    – Listened to calls in ‘side-by-side’ sessions with advisers, to evaluate needs and soft skill gaps
  • Shared soft skill techniques to help pick up on emotional cues, build rapport and encourage empathy
  • Focused training on helping advisers inspire, excite and build emotional connections with potential new members 
  • Ran ‘train the trainer’ sessions to help managers and team leaders embed and build on soft skills learnt 

If you’d like tips on how to have more more empathetic and helpful customer service conversations, drop a line to hello@mazaru.com