However, the stakes have never been higher than they are today. In the current age of customer-centricity, consistently delivering a positive customer experience has never been more critical—or challenging. A convergence of factors – heightened consumer expectations, a complex multichannel retailing environment, increased ease of online and mobile shopping and the power that social media has given individual consumers—makes delivering an exceptional customer experience increasingly difficult. Mystery shopping exists to alleviate these issues and concerns for organisations.
The seven steps:
- Start with strategy
- Design with your customer in mind
- Define shopper and shop requirements
- Design a sound survey instrument
- Create realistic shopper scenarios and thorough briefing materials
- Formulate a smart and strategic sampling plan
- Design your analytical plan
A smarter designed and optimised mystery shopping program will increase the long-term impact on your enterprise. By measuring the proper customer journey and the right channel(s), you can drive improvements throughout the business. Leveraging the tips above will help improve the design and operational execution of your mystery shopping program, but will also drive more impactful results and help create true behaviour change across your organisation.
[WEBINAR] Innovation through the consumer lens
November 12 - Even established financial brands are at risk of losing influence and market share as innovative new entrants begin to inspire and occupy the attention of consumers. So, what is it that is appealing to consumers, and why aren’t we listening to them more?