mystery shopping best practices - take action on the results
TRANSCRIPT
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 [email protected].
http://www.kinesis-cem.comhttps://blog.kinesis-cem.com/2015/07/20/taking-action-on-mystery-shop-results/
kinesis-cem.com 206.285.2900 [email protected]
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