customer experience monitoring
TRANSCRIPT
CUSTOMER EXPERIENCE
HOW MUCH ARE YOU WORTH? WE CAN TELL, TO MAKE YOUR COMPANY BETTER IN
THE EYES OF YOUR CUSTOMERS.
MYSTERY
SHOPPING
Increasing difficulties in selling whatsoever kind of product or service, either for market saturation in certain business segments,and for a moment in time with low aim to spend,drive attention from brands/retailers on how to better serve their customers, towards fidelization and consequentely the repetition of purchase. Both B2B and B2C operators launched check activities on customer satisfaction, as after-sales check, including the control on receipt delivery,and after-service check, when there are service activities for the customer coming later thanthe sale itself.
MYSTERY SHOPPINGCustomer satisfactionis just to bring outside the value of
the overall quality of the store; the store is nothing more than the last
production step in the production flow,
and as in any production flow every step has its own customer;
in this case, in the sale step, we have THE CUSTOMER
as seen as the one that benefitsof the total quality generated in previous
steps.Poor quality perceived in the store
qualifies brands as poor quality brands; this is why
best performing brands/retailers put a lot of care
on how their product / service gets in the hands of the end customer.
Ethics
A mystery shopping survey checks mainly personnel behaviourand how internal procedures as defined by Company standards are respected.
The goal of each survey is to help to improve in the quality delivered,in order to maximize the customer satisfaction.
A mystery shopping survey could never be utilized as unique tool for punishment or lay-off.
The correct ethical conduct requires that staff subject, directly or indirectly, to a mystery shopping survey has to be informed from main contractor that their behaviour with customers will be monitored through the mystery shopping survey.
MYSTERY SHOPPING
Ethics & Technique
Scenarios for mystery shopping surveys must be safe,
meaning that mystery shopper must never be required
of illegal actions, hazardous actions, or to communicate or record
unauthorized information violating privacy either at the moment of the survey
or later on with unexpected follow-ups. Staff subject to the survey
has to be informed on what is the purpose of the same,
on how data collected will be utilized,and on how these data will be presented.
Both the contractor and the survey companymust guarantee privacy-wise
the proper management on storing data collected, or the destruction of same,
either paper, audio recording, filming or other, as used during the survey.
.
MYSTERY SHOPPING
Definition of checks and criteria
The questionnaire must contain questions with a clear focus on facts.To support the meaning of data, it is important to allow free space to report personal individual mystery shopper notes.If the survey is made on a competitor, the survey should always includethe actual purchase of a product/service of such competitor.If there is not a purchase, all questions/actions with the staff must be respecting same guidelines driving the end customer of such competitor.
Scenario where mystery shoppers perform the survey must be as much real as possible, meaning that it must comply with behaviour and request well representing such market, and timing and content of visits must adhere to a real client attitude.
MYSTERY SHOPPING
custom-made reports and
comparison as per content
and time of the survey can be
added to standard reporting
+39-0124-33493+39-388-0458040
[email protected] Contini 6 – 10011 Agliè (Torino) Italia
Some definitions are from MSPA Europe guidelines (MYSTERY SHOPPING PROVIDERS ASSOCIATION)