mystery shopping best practices - define objectives
TRANSCRIPT
Kinesis CEM, LLC
Mystery Shopping Best Practices: Defining Objectives
http://www.kinesis-cem.com/Mystery_Shopping_Best_Practices.shtml
Eric Larse is co-founder of Seattle-based Kinesis, which helps companies plan and execute their customer experience strategies. Mr. Larse can be reached at [email protected].
http://www.kinesis-cem.comhttps://blog.kinesis-cem.com/2015/06/23/define-mystery-shopping-objectives/
kinesis-cem.com 206.285.2900 [email protected]
Mystery ShoppingBest Practices:
Defining Objectives
Best In Practice Mystery Shopping
Identifies and Motivates Sales and Service Behaviors
Which Matter Most
Those Which DrivePurchase Intent
Behaviors Which Matter
the Most
Brand Customer Interface
Brand Customer
Defines Brand More than External Messaging
Behavioral Approach
Brand Customer
Mystery Shopping Measures Customer Experience from the
Brand Side of the Interface
Identify & Motivate Sales and Service Behaviors Which Drive
Purchase Intent
Define Objectives
How do you design a mystery shop program which measures the RIGHT behaviors?
Behaviors which matter most.
Ask Yourself:
What Sales and Service Behaviors do You Expect from Employees?
Define Objectives
Some of the questions you
might ask yourself look like
this:
Define Objectives
Define Objectives
What specific service behaviors
do we expect?
Define Objectives
When greeting a customer, what
specific behaviors do we expect from
staff?
Define Objectives
When meeting with customers
after the greeting, what specific
behaviors do we expect?
Define Objectives
If a phone interaction, what specific hold/
transfer procedures do we expect (for example asking to be placed on
hold, informing customer of the destination of the
transfer)?
Define Objectives
Are there specific profiling
questions we expect to be
asked? – If so, what are they?
Define Objectives
What closing behaviors do you
expect?
How do you want employees to ask for the business?
Define Objectives
At the conclusion of the interaction,
how do you want the employee to
conclude the conversation or say
goodbye?
Define Objectives
Are there specific follow-up behaviors
that you expect, such as getting contact
information, suggesting another
appointment, or offering to call the
customer?
Define Objectives
What other specific
behaviors do we expect?
NextSteps
The next step is mapping each objective to a
question to ask shoppers.