ICC/Decision Services...Beyond Customer Service...What Mystery Shopping Can Do For You
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Mystery shopping programs help businesses assess and enhance customer experiences against brand promises and service standards. By measuring customer expectations and deliverables, these programs can boost brand reputation, increase sales, and motivate staff through targeted training and performance data. Case studies highlight the effectiveness of mystery shopping in identifying areas for improvement and achieving significant compliance and sales increases.
ICC/Decision Services...Beyond Customer Service...What Mystery Shopping Can Do For You
- 1. BEYOND CUSTOMER SERVICE How Mystery Shopping Programs Can Boost Your Brand & Your Bottom Line
- 2. The Customer’s Experience With Your Business…Must Be Managed! What do your customers want? What service do you expect them to get? What services do they actually get?
- 3. Important Point… “What gets measured gets done.” –Tom Peters
- 4. Customer Expectations Typically Include… Courteous and respectful treatment Good value for money spent Knowledgeable and helpful staff Clean, orderly premises Factors unique to your business
- 5. Measurement Tools Used for Customer Expectations FOCUS GROUPS COMMENT CARDS IVR/WEB SURVEYS Comment Cards
- 6. Your Expectations of the Customer’s Experience Your brand promise is met Your service standards are met Service standards aligned with customer needs The customer’s expectations are met The customer will return and send others
- 7. Measurement Tool Used for Measuring Your Expectations of the Customer Experience Mystery Shopping
- 8. Important Point… “Customers must recognize that you stand for something.” –Howard Schultz, Starbucks
- 9. What A Mystery Shopping Program Can Do For You Enhance Your Brand Shopper compare promise to performance Know what happens when you are not there See your company through objective eyes
- 10. Case Study # 1... National Apparel Retailer Problems: 1. Teenage fashion apparel stores noticed inconsistent “brand experiences” 2. Music was sometimes on, sometimes not 3. Some associates dressed to code, others were not 4. Name badges were worn on some days, on other days they were not Solution: Monitor brand standards or “non-negotiables” through a mystery shopping program Results: Compliance Increased: 1. Music 59% to 94% 2. Dress Code from 85% to 97% 3. Name Badges from 73% to 99%
- 11. What a Mystery Shopping Program Can Do For You Improve Internal & External Marketing Initiatives Whether vendor funded displays set up Whether current month’s special was posted
- 12. Important Point… “A reputation once broken may possibly be repaired, but the world will always keep their eyes on the spot where the crack was.” –Joseph Hall
- 13. What a Mystery Shopping Program Can Do For You Protect your company’s reputation and avoid legal issues Service to all customers, regardless of race/gender Competent handling of issues, questions, complaints Measure whether parking was well-lit, restrooms sanitary Measure whether customer gets correct information
- 14. Case Study # 2… Drugstore Chain Problem Cashiers were not carding tobacco purchasers. Attorney General office warned them of steep fines and loss of license. Solution Send in mystery shoppers 21 to 24 to see if they get carded. Stores that failed were identified and targeted for re-training. Result First 6 months had a 90.8% failure rate Second 6 months had a 52.1% failure rate …Improvement of 38.7%
- 15. Important Point… “You can’t improve what you don’t measure.”
- 16. What a Mystery Shopping Program Can Do For You Increase Sales/Profits Via Suggestive Selling Store Credit Card Solicitation Store Loyalty Cards Participation
- 17. Case Study # 3… National Apparel Retailer Problem Women’s moderate sportswear retailer was in sync with fashion trends, yet sales showed only a moderate increase. Solution Designed a program to measure suggestive selling behaviors via mystery shopper scenarios. Mystery shopping provided statistics on frequency. Result Annual sales increased by $90K per store http://www.iccds.com/test/roicalc.php
- 18. Important Point… “65% of Americans received no recognition in the workplace last year.” –United States Department of Labor “Recognizing All Staff Members Are Important”
- 19. What a Mystery Shopping Program Can Do For You Improve Performance and Motivate Staff Generates individual/collective performance data Clarifies expectations…can be used as incentive/reward Allows targeted training to improve performance Reduce turnover
- 20. Summary Measure your customers wants and needs through IVR/Web Surveys, Comment Cards, Focus Groups Measure YOUR deliverables through mystery shopping Mystery Shopping can: Enhance your brand Protect your company’s reputation and assets Increase sales Improve internal and external marketing initiatives Motivate staff, improve performance and reduce turnover
- 21. Questions To learn more about ICC/Decision Services and how we can help improve your company’s service and performance, visit our website: www.iccds.com David Rich, President [email protected] 800-444-1717 x212