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Customer Satisfaction Consulting .com
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The Use of Mystery Shoppers Part 2
The process may appear to be very simple, an individual goes to a facility makes
a few purchases and records their experience. However, in reality, mystery shopping
programs involve the orchestration of countless, sometimes thousands of mystery
shopping events every year. This means having a strong relationship with a large,
well-established experienced shoppers base. It is not the actual number of shoppers
you have, which is important but that you have national representation and that
the firm has experience in your industry. It is also vital that the firm/ mystery shoppers understand your customer database,
as well as your distribution process so that the mystery shopping program can be
tailored to match the needs of your industry. In addition, the company you choose
to administer your mystery shopping program must have a very strong system capable
of handling all technical aspects of the programs, including assigning shoppers,
collecting and processing and reviewing data. It is this data that provides you
with the knowledge of your strengths and weaknesses. The company who manages your mystery shopping program must have a system and processes
in place to guarantee that the guidelines for shoppers are administered consistently
and in a quality manner. In addition, their data review processes must present
accurate and precise information that is not biased or invalid to ensure the integrity
of the program and results at every level. Mystery shopping is one level that can help companies building a more integrative
approach for gathering and using the voice of the customer, to help improve customer
satisfaction. In addition, companies should also consider incorporating some type
of reward and recognition program within the company to reinforce and reward departments,
branches, and individuals for positive behavior and changes, which eliminate discrepancies
from the customer experience and increases customer satisfaction. Traditionally mystery shopping, is a tool that when used correctly can provide critical
information on the behaviors and standards by which companies can measure their
front-line employees. Mystery shopping can also be used to evaluate training and
company policies. It's clear that the revitalized use of mystery shopping has become
a vital aspect of customer satisfaction and loyalty programs.
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