mystery shopping best practices - define objectives

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 elarse@kinesis-cem.com.

http://www.kinesis-cem.comhttps://blog.kinesis-cem.com/2015/06/23/define-mystery-shopping-objectives/

kinesis-cem.com 206.285.2900 info@kinesis-cem.com

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.