icc/decision services mystery shop integrity overview

Got Integrity?

... ways to assure your mystery shopping program

has credibility

© 2007

© 2007

4 myths about mystery shopping programs

#1 Scores are ALWAYS Going Up

© 2007

#2 Shops are Perfect

4 myths about mystery shopping programs

© 2007

#3 All Employees Love Getting

Mystery Shopped

4 myths about mystery shopping programs

© 2007

#4 The “Ronco Rotisserie” Effect: The program runs itself

4 myths about mystery shopping programs

© 2007

four areas of integrity

1.

2.

3.

4.shopper

data

provider

client

© 2007

client (end user) “must haves”

• ability to defend information

• internal system to facilitate score change requests to provider

• benevolent despot approach

© 2007

data “must haves”

• questionnaire design

• sampling plan

• unambiguous questions

• mix of multi and dichotomous questions

• narratives to support answers

© 2007

shopper “must haves”

• receipts

• training

• associate names

• means of verifying shop took place

• must be qualified to do shop

• shopper selection

© 2007

provider “must haves”

• quality assurance process in place– multiple elements…dynamic survey– editors– twice read

• systemic score change request

• quality guarantee

• reshops at no charge

• large pool of shoppers

• shopper rotation

• ability to monitor and track shoppers and editors

© 2007

Managers are talking amongst themselves about problems with the program

Constant Complaints from the field

As your scores go up there is no correlation to sales or customer feedback

Score change request are above 2% of total shops

four warning signs your program lacks integrity

To learn more about ICC/Decision Services,please contact David Rich

drich@iccds.com

800-444-1717 x212

© 2007