How to Deliver Exceptional Customer Experience with Mystery Shopping

January 11, 20177min

Customer experience expert Cheryl Flink from Market Force Information showcases the power of linking mystery shopping to the bottom line.

It’s fair to say businesses across all sectors have well and truly woken up to the vital importance of delivering exceptional customer experience. Indeed, in 2016, customer experience (CX) is now widely appreciated as a fundamental differentiator and a crucial route to achieving sustained growth.

Among the various methods of measuring customer experience, mystery shopping programmes are increasingly popular with over £1.1billion spend each year in the UK[1]. Used far and wide by high-street and online retailers, mystery shopping programmes are invaluable when it comes to objectively measuring customer experience.

That said, many businesses aren’t using mystery shopping programmes to their full potential by linking results to the bottom line. For that, a more strategic approach is needed.

Make no mistake, a location-level customer experience (CX) measurement strategy is cutting-edge stuff. In fact, with today’s mobile apps, smartphone cameras, and online reporting, mystery shopping is more effective than ever.

At Market Force Information, we work with high-profile retailers to significantly increase their profits. Based on our years of experience, we wanted to share with you our top tips for making the most of your mystery shopping programme:

1. Measurement is key

Multi-location companies set compliance standards and guidelines, and invest in training programmes for staff. Actually measuring the effectiveness of these is a key aim of mystery shopping and doing it to the highest standard requires expertise, investment and discipline.

A good measurement system will typically look at conformance to brand standards, risk management, service levels and sales efficiency.

2. Design your questionnaire with brand standards in mind

Your brand-standards should be completely aligned to overall business performance, and there’s no better way to measure this than via mystery shopping. You can then start to benchmark performance against retention and referral trends.

Mystery shopping should be a precise tool and if you want, you can zero in on one particular aspect.

 

3. Make your questionnaire as objective as possible

Yes/no answers work best for gathering factual observations. Avoid tacking on unnecessary questions that don’t reveal change drivers – short and focussed is the way to go.

The golden rule is to test, test and test again – getting a cross-section of mystery shoppers to test the questionnaire will reveal information gaps, potential pitfalls and areas where you can augment.

4. Set best-practice parameters for data collection and reporting

Mystery shopping programmes should institute best practices for data collection and reporting processes to ensure high data integrity.

You should avoid allowing the same mystery shopper to shop too frequently, and implement a mystery shopper auditing programme to ensure data integrity.

5. Review outcomes constantly

If better performance on brand standards is not leading to increased customer satisfaction and loyalty, you should take stock and question whether you have defined the right brand standards. If that’s the case, however well your staff are delivering against these, the effect will not be felt.

6. Combine mystery shopping with other data

When you combine mystery shopping data with other data, such as that from customer satisfaction surveys, the first gives shape to the second.

Whereas objective mystery shopping tells you how you’re doing on operational factors that create customer perceptions, subjective customer satisfaction data can tell you what customers value, giving you insight into what factors to improve.

7. Tie mystery shopping to financial results

Even more powerful is combining mystery shopping and customer satisfaction data to financial metrics by location. With the addition of financial metrics, you are able to see exactly what behaviours will give the highest ROI by location. You will see obvious differences in financial outcomes between those locations that score high on mystery shopping and customer satisfaction and those that do not.

8. Create a plan for action

Once you have isolated those actions that drive the highest ROI, you now have a clear blueprint of the most important factors to tackle to improve the customer experience. Locations are then able to create action plans to both improve the customer experience as well as drive revenue.

The bottom line

Your aim should not just be to improve the customer experience, but to delight your customers. This will increase return visits and referrals, driving growth. To deliver ROI you absolutely must identify the specific behaviours that increase both loyalty, and financial results. These behaviours are the blueprint for your success.

Market Force’s free ebook on mystery shopping is available to download from here

Interesting links:


Cheryl Fink

Cheryl Fink

Cheryl Flink, Ph.D. is a global executive with deep experience in entrepreneurial, public, and private companies. As Chief Strategy Officer for Market Force, she leads the analytics, marketing, and NA client services teams and holds business unit operational responsibilities. Cheryl completed her Ph.D. in social psychology with an emphasis in research methods and statistics. She consults with clients in the high tech, financial, grocery, restaurant, wireless, and retail sectors on how to implement effective systems to measure, analyse, and act on store-level data.




Inform. Inspire. Include.
A free way to improve your business.

Customer Experience Magazine is the online magazine packed full of industry news, blogs, features, reports, case studies, video bites and international stories all focusing on customer experience.


CONTACT US

CALL US ANYTIME


UK Trademark UK00002648900

EUIPO Trademark 018131832

Contact Information

For article submissions:
Editor
Paul Ainsworth
paul@cxm.co.uk

For general inquiries, advertising and partnership information:
aleksandar@awardsinternational.com
Tel: 0207 1932 428

For Masterclass enquiries:
vuk@awardsinternational.com
Tel: +44 20 86385584

Customer Experience Magazine Limited
Company number: 12450532
International House, 24 Holborn Viaduct,
United Kingdom, London, England, EC1A 2BN

JOBS IN CUSTOMER SUPPORT

Find a job in customer support with Jobsora


Newsletter


cbd oil: does walmart sell cbd oil cbd e liquid reddit cbd for eczema topical cbd oil for pain and inflammation full spectrum cbd oil with thc cbd oil and pancreatic cancer making cbd vape juice how to get high at home for free ananda apothecary cbd cbd oil raleigh melbourne cbd accommodation cbd shops near me cannavest cbd oil review does cbd oil interact with lamictal texas law on cbd oil brain freeze herbal incense distributor free trial of cbd oil willie nelson vape cbd oil directory where to buy cbd oil in indianapolis cbd tintures your cbd oil store mineral health swiss relief cbd reviews high cbd high thc strains cbd oil coupon codes select cbd coupons prefilled cbd vape pen north dakota cbd law cbd tincture near me can cbd hurt you pure natural cbd products tru spectrum cbd how to use is and are relief definition science no thc cbd oil pot without thc cbd medic petroleum facts cbd oil for essential tremors vapor skinz brady label cartridges were the millers american shaman cbd review low top gamma 11s cbd vape oil mg hash oil addiction cbd in other plants cbd oil vs copaiba essential oil kronic tonic cbd buy medical cbd oil indica cbd smoke active cbd oil can you buy cbd oil in north carolina where can i buy cbd oil in nyc cbd menstrual cramps

vape: top vape mods refill an ecig tsa vape juice naked under the vape vape shops oahu classic peppermint vape juice escape vape benefits of vicks vapor rub light saber vape e cigarette negative effects how to get broken galss tank off of vape baby beast atomizer vape smokers obama ecig reddit best ecig colorado vape pen cartridges contaminated vape juice ecig ihub one euro mango vape juice peg 400 vape marlboro light e juice premium e cig vape kit who invented the e cigarette voopoo drag battery cover e cigarette sales data different types of vape coils e cigarette reviews 2014 vape e juice uk when did vaping start in usa green forest vapor emphysema vaping smok beast is 3mg of nicotine addictive e cigarette toulouse mechanical mod rda cleaning e cig atomizers vape mod online baby beast tank review vuse alto tastes burnt vg vs pg vape big cloud tanks vape pen starter kit cheap aspire breeze price vape shop for sale gg vape pen instructions vape nash yall smok x priv mod only e cigarette wholesale bulk uwell iron fist kit capstone rda crown uwell 2 blue label coil vaping and smoking uwell iron fist 3fvape charging vape batteries with usb how to get uwell crown tank apart stuck liquid state vape

male enhancement: how to increase sex stamina naturally phgh male enhancement reviews low sex drive after pregnancy what does testosterone pills do how much sex is healthy erecting meaning nitric oxide pills walmart wild rhino pill medication by mail ultimax pills can you make your dick bigger how to make your peni bigger in one day penis pumps work buying medicine online how to get a huge dick bigger erection penis increase surgery penis growth pump vitamin e libido ways to naturally boost testosterone natural viagra alternative number one penis enlargement mega ignite circumcised erection viral rx male enhancement rhino 69 pill penis pocket does viagra cause heartburn how to make watermelon viagra extremely thick penis the little blue pills how to get your cock bigger erection lasting more than 4 hours is testosterone legal vitamin c for men onion testosterone donating testical ginger for erectile dysfunction pics of uncircumsized penises viagra in cvs white 223 pill sexual desire disorders oyster extract gnc take action pill walgreens chinese mans penis does ageless male work prescription testosterone pills a dick pump pro testosterone high school of the dead nude blood to the penis natural erection enhancers increase semen production longest penis size seven k male enhancement when was viagra introduced

weight loss: melissa mccarthy weight loss 2018 adam ruins weight loss la weight loss bars low gi diets for weight loss keto diet weight loss results phentermine withdrawal symptoms medical weight loss pills weight loss shots walmart christopher boykin weight loss pregnancy weight loss diet teavana weight loss tea victoza dosage for weight loss inducing lactation for weight loss fupa weight loss wellbutrin 450 mg weight loss quick weight loss snacks lemonade diet weight loss extreme weight loss pills for women weight loss program at home optavia weight loss reviews 60 day weight loss before and after best tea detox weight loss diabetes cause weight loss lana del rey weight loss insulin and weight loss connection almond milk protein shake weight loss wellbutrin xl weight loss stories cnn diet pills how does cancer cause weight loss is spin class good for weight loss weight loss for money weight loss in breasts weight loss in 6 months best weight loss pills with ephedra foods to never eat for weight loss boxing workout weight loss meal schedule for weight loss online weight loss tracker gastric sleeve weight loss stall jeff dunham weight loss does garcinia work for weight loss taj george weight loss anniston weight loss weight loss fasting diet best otc weight loss drugs quick weight loss eating homemade weight loss remedies john goodman weight loss 2016 jon brower minnoch weight loss gifts for weight loss success water cleanse for weight loss lose weight pills at walmart papaya weight loss pills cinnamon pills and weight loss phen pill store review weight loss pills that give you energy