Designing a ‘Smarter’ Mystery Shopping Program

Seven Steps to Success - Countless research studies show that brands which put the customer first and deliver a superior experience relative to their competition, achieve greater customer loyalty, higher profits and better returns for shareholders.

The author(s)

  • Nicholas Mercurio Ipsos Loyalty, US
  • John Flesta Channel Performance, US
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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:

  1. Start with strategy
  2. Design with your customer in mind
  3. Define shopper and shop requirements
  4. Design a sound survey instrument
  5. Create realistic shopper scenarios and thorough briefing materials
  6. Formulate a smart and strategic sampling plan
  7. 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.

The author(s)

  • Nicholas Mercurio Ipsos Loyalty, US
  • John Flesta Channel Performance, US

Customer Experience