icc/decision services mystery shop integrity overview
DESCRIPTION
TRANSCRIPT
Got Integrity?
... ways to assure your mystery shopping program
has credibility
© 2007
© 2007
4 myths about mystery shopping programs
#1 Scores are ALWAYS Going Up
© 2007
#2 Shops are Perfect
4 myths about mystery shopping programs
© 2007
#3 All Employees Love Getting
Mystery Shopped
4 myths about mystery shopping programs
© 2007
#4 The “Ronco Rotisserie” Effect: The program runs itself
4 myths about mystery shopping programs
© 2007
four areas of integrity
1.
2.
3.
4.shopper
data
provider
client
© 2007
client (end user) “must haves”
• ability to defend information
• internal system to facilitate score change requests to provider
• benevolent despot approach
© 2007
data “must haves”
• questionnaire design
• sampling plan
• unambiguous questions
• mix of multi and dichotomous questions
• narratives to support answers
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shopper “must haves”
• receipts
• training
• associate names
• means of verifying shop took place
• must be qualified to do shop
• shopper selection
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provider “must haves”
• quality assurance process in place– multiple elements…dynamic survey– editors– twice read
• systemic score change request
• quality guarantee
• reshops at no charge
• large pool of shoppers
• shopper rotation
• ability to monitor and track shoppers and editors
© 2007
Managers are talking amongst themselves about problems with the program
Constant Complaints from the field
As your scores go up there is no correlation to sales or customer feedback
Score change request are above 2% of total shops
four warning signs your program lacks integrity
To learn more about ICC/Decision Services,please contact David Rich
800-444-1717 x212
© 2007