mystery shopping best practices - take action on the results

Kinesis CEM, LLC

Mystery Shopping Best Practices: Take Action on the Results 

http://www.kinesis-cem.com/Mystery_Shopping_Best_Practices.shtml

Eric Larse is co-founder of Seattle-based Kinesis, which helps companies plan and execute their customer experience strategies. Mr. Larse can be reached at elarse@kinesis-cem.com.

http://www.kinesis-cem.comhttps://blog.kinesis-cem.com/2015/07/20/taking-action-on-mystery-shop-results/

kinesis-cem.com 206.285.2900 info@kinesis-cem.com

Mystery ShoppingBest Practices:

Take Action on the Results

Mystery Shopping is an Excellent Tool to Monitor

Service and Sales Behaviors that Drive Customer Experience Success – Specifically

Purchase Intent

“You can expect what you inspect.”

W. Edwards Deming

Identifies and Motivates the

Most Important Sales and Service

Behaviors

Behaviors Which Matter

the Most

Behaviors Which Matter

the Most

Behaviors Which Drive

Purchase Intent & Loyalty

Brand Customer InterfaceBrand Customer

Mystery Shopping Measures Customer Experience from the

Brand Side of the Brand/Customer Interface

Behavioral Approach

Brand Customer

Correctly Designed It Identifies & Motivates Sales and Service

Behaviors Which Drive Purchase Intent & Loyalty

Design Call to Action Components

Designed to Identify Key Sales

& Service Behaviors

Key Driver Analysis

Key Driver: Purchase Intent & Loyalty

What are key sales and service behaviors?

Behaviors With a Strong Relationship to a Desired

Customer Experience Outcome

Specifically, Purchase Intent and Loyalty

Shoppers are Asked, How the

Experience Influenced Their Purchase Intent?

Purchase Intent

Cross-Tabulated Results by Positive and Negative

Purchase Intent to Identify Experience Differences Between Positive and

Negative Purchase Intent

The Result….

This Yields a Ranking of the Importance of Each Behavior

Cross Tabulation

Follow-up Question Asking, “Why the

Shopper Rated Their Purchase Intent as They

Did?”

Call to Action

Analysis

Content Analysis Analysis

Responses Were Grouped & Classified According to Themes

Contained in the Open-Ended Question, and

Cross-Tabulated by the Purchase Intent

Call to Action

Analysis

Produces a Qualitative

Determination of What Sales & Service

Practices Drive Purchase Intent

Call to Action

Analysis

Identify Which Behaviors Have the Highest Potential for ROI in Terms of

Driving Purchase Intent

Call to Action

Analysis

Relationship to Purchase Intent is Used to Evaluate Each

Behavior’s Importance

Compare the Importance of Each Behavior to its PerformanceCall to

Action Analysis

Map Importance and Performance in a Quadrant Chart

Identify Behaviors with Highest ROI Potential (Low Performance High Importance)

Call to Action

Analysis