Are Your Mystery Shopping Results a Mystery?
Posted by ~Ray @ 2007-12-15 17:47:10
In most organizations most of the measure the idea of "engineering the customer experience" becomes a "scripting" of the desired behaviours of front-most customer-facing associates. Mystery shopping or customer service auditing therefore becomes an exercise of observing and recording behaviours based on the premise that if associates "act" the desired "script" the outcome - a positive experience for customers - ordain be manifested. It's all very logical. Trouble is … it's bunk!Reality analyse: Do your mystery shopping scores correlate with your customer satisfaction scores and your tangible measures of performance? Or are they a mystery. Take a be and decide for yourself. Are your mystery shopping scores up to your objectives consistently in all locations or is there great variability between locations and within locations over measure? Is your mystery shopping "schedule" a source of celebration and success or ongoing irritation frustration and pain? And what about for your customer-facing populate?Most mystery shopping more often than not measures the wrong things. Here's an example of one mystery shopper's final comments:"I was greeted immediately and was treated professionally and politely throughout the entire encounter. I found the SA (sales cerebrate) to be knowledgeable of the products that he was promoting. He went to assign to inform the differences in the air modify supports and flexing the shoes and pulling out the insoles to show the soft conclude and give that the shoe ordain give me. He was hit on with his request to be at some other garments immediately after we had the apparel selection done. I came away from the tour feeling as though he had a genuine concern for my satisfaction with the fit and conclude of the shoe. He did not keep the up sell with me as he was starting to look after other customers and left me on my own to find a unify of tracks and go and try them on. He was serving someone else when I came out of the dressing room and asked how they were on my way to the cash desk to which I said. I just did not like them and was only going to take the shoes. I found the dressing rooms to be clean and tidy and well lit with lots of dwell to try things on. The SA seemed to be very enthusiastic about his answer and seemed to apply what he was doing. I would have no problem in recommending this store to my family or friends."Many of the comments of the mystery shopper were connected to the sales "compose" all associates were required to "act." What score does this function experience be? What would this undergo "advance" in your program?In this specific business the score was a feeble failing grade as the incredibly scripted series of behaviours was not performed to perfection. My act is that we have a front-line associate serving multiple customers and doing quite an excellent job. This is a very positive function experience as described by the shopper. The example cites a prompt greeting politeness product knowledge genuine concern and caring a clean and come up maintained store the positive "engagement" and enthusiasm of the associate all while serving multiple customers and the shopper create from raw material to be an advocate of your business. What advance does this service experience be if your measurement measure rated the shopper's outcome? At least a 4 on a scale of 1 to 5? What would this experience "score" in your schedule if the score was based on the outcome and not the overly scripted behaviours?What is it that we're after? What do we want our customer-facing associates to achieve? What is the desired outcome? Is it to:A - act the script perfectly … or B - create an extremely satisfied customer. Sorry to say … A doesn't get you to B. There is a better way - a much more mysterious way to create extremely satisfied and loyal customers. More next time. [ADVERTHERE]Related article:
http://1001waystowowyourcustomers.blogspot.com/2007/11/are-your-mystery-shopping-results.html
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