SPONSORED CONTENT
Dana Stetzer
CEO
BestMark
dstetzer@bestmark.com
What is the best way to create an effective mystery shopping program?
Ensure everyone is on board
Before attempting to launch a mystery shop program, think through the various people and departments it may affect – from human resources and training to marketing and every level of management. It’s vital for everyone in the company to understand that the purpose of the mystery shop program is to improve the specific behaviors that will create customer delight and positively impact sales and profitability. Clearly explain why you believe a mystery shop program will help the company and how the results of the shops should be used. Share your plan with as many departments as you can and ask for their partnership.
Partner with a leading mystery shopping company
There are hundreds of companies offering mystery shopping services and it can be overwhelming when faced with choosing one partner out of the crowd. There are many variables to consider when choosing a provider, but three elements stand out as critically important:
- exceptional quality-assurance processes;
- vast geographical coverage;
- availability of internal IT resources/customizable software solutions.
Create a manageable survey
You’ll likely have several people and/or entire departments who are excited to get the mystery shop program started and who want to contribute to questions included on the shop form. Your mystery shopping company should be able to help you turn your survey question wish list into a survey that is both actionable and focuses on performance where it matters most. An effective form will allow you to distinguish delighting behaviors from very good or fine behaviors as well as dissatisfying behaviors from customer-detracting behaviors. This is critical to the success of your program.
Use the results to drive improvements
If you have gained your buy-in up front with the right internal partners, they will be ready to institute process changes based on the results of the shop. Also, the customer-facing associates will be ready to listen to and act upon the positive and constructive feedback the shop results provide. In order to make the results as actionable as possible, it is imperative that the results are clear, easy to digest and focused. Many companies go through the process of collecting customer feedback and/or mystery shop data but then find that they are overwhelmed by the massive amounts of data and they aren’t sure what to do next. Your mystery shopping provider should be able to help you determine the best way to report and summarize your data.
If successfully executed, a mystery shop program will provide insight into your customers’ experiences, measure your company’s proficiency at providing memorable customer experiences and help align your company’s focus on consistently exhibiting the key behaviors that result in customer delight, customer loyalty and improved sales and profitability.