mystery shopping best practices - types of shops
TRANSCRIPT
Kinesis CEM, LLC
Mystery Shopping Best Practices
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/2015/06/17/mystery-shopping-best-practices/
kinesis-cem.com 206.285.2900 [email protected]
Mystery ShoppingBest Practices:Types of Shops
Several Tools are Available to Inspect or Monitor the Customer Experience
However,
No Tool Better than Mystery Shopping to Monitor Service
and Sales Behaviors that Drive Customer Experience Success
“You can expect what you inspect.”
W. Edwards Deming
Best In Practice Mystery Shopping
Identifies and Motivates Sales and Service Behaviors
Which Matter Most
Those Which DrivePurchase Intent
Behaviors Which Matter
the Most
Brand Customer Interface
Brand Customer
Defines Brand More than External Messaging
Behavioral Approach
Brand Customer
Mystery Shopping Measures Customer Experience from the
Brand Side of the Interface
Identify & Motivate Sales and Service Behaviors Which Drive
Purchase Intent
Types of Mystery
Shopping
In Person
Contact Center
Internal
Web Mobile
Life Cycle
Competitive
In-Person Mystery Shops
As distribution channels shift to more self-administered on-line channels, in many ways the in-person channel continues to be the embodiment of the brand – central to a multichannel strategy. This role will put new pressures on store personnel as brand advocates.
In-person mystery shopping evaluates and motivates sales and service behaviors as part of this role.
Contact Center
Mystery Shopping
Contact center mystery shopping provides managers a unique opportunity to evaluate the customer experience using predetermined scenarios.
Most contact centers employ call monitoring to evaluate agent performance. Best in class mystery shopping programs augment call monitoring by giving managers a tool to present specific scenarios to agents to test their performance.
Internal Mystery
ShoppingInternal shops evaluate service provided to internal customers to identify internal bottlenecks which may hinder the ability to provide optimal customer service.
Web/ Mobile Mystery
Shopping
Across many industries, self-administered channels are increasingly becoming key to opening and deepening the customer relationship.
Mystery shopping self-administered channels provides managers tools to test ease of use, navigation and the overall customer experience of online and mobile channels.
Life Cycle Mystery
Shopping
Life cycle mystery shops are designed to evaluate the customer experience through the entire customer journey across a variety of delivery channels, and a spectrum of transactions, over an extended period of time.
Competitive Mystery
Shopping
Shopping competitors allows customer experience managers to benchmark their brand-customer interface relative to their competitors.