Objective Measurement of the Customer Experience
We know that to measure performance, rather than satisfaction, it is better to use objective standards and for this we use mystery shoppers.
Mystery Shoppers are trained auditors who are not influenced by how nice the staff were or what a good deal they got when measuring staff performance or the physical environment.
When should you use it?
- When you need to assess objective measures of the customer experience
- Not coloured by a customer’s view
- “They usually do X, so I will say ‘Yes’.”
NB - It is not a measure of satisfaction – Mystery Shoppers are often not genuine customers
How should you use it?
- As an objective example of Customer Experience
- It’s not to say that X always happens, but it did on that day / Z times over that period
- In your business as a Staff training tool
- To test the implementation of new initiatives/training
- Are customers being told of the new offer?
- Are staff wearing new uniforms?
- Do staff direct customers to the new website?
- To test legal compliance
- Are staff showing the correct guidelines/ forms?
- Are they checking for ID?
- As part of Performance Assessments or target setting
- Are staff giving the correct answers to queries?
- How often is requested information actually sent out?
- Are responses provided within an appropriate time period?
- To improve performance – staff who know they may be watched often perform better Don’t forget, it can be used to reward staff who do well – the carrot instead of the stick!
- For competitor analysis
- To benchmark your business
- To find out what the competition is doing
- To compare pricing
How do we do it?
- Outlets - Face to Face visits
- Competitor outlets (see Restrictions)
- Telephone conversations
- Email/ website enquiries
- By ordering your goods and services
- Letters
We have Mystery shopped:
Retail outlets, Supermarkets, Financial institutions, Local governments, Universities, Petrol stations, Restaurants and Fast Food outlets, Transport Providers and many more…
What is the output?
The answer to this is ‘Whatever you want it to be’. Our experience of Mystery shopping shows that it is critical the output is easily understood by your target audience – be that senior management or the employees themselves. Results are often simple charts in your House style (see Reporting).
For individual outlets, the emphasis is often on quick wins (reported quickly).
For the business as a whole, there may be more wide reaching changes to implement.
To find out whether Mystery Shopping would work for you, contact us.
Danni White – Retail
Nigel Hufton – Financial
Eileen Sutherland – Social
