icc/decision services...beyond customer service...what mystery shopping can do for you
DESCRIPTION
ICC/Decision Services discuss the many uses for Mystery Shopping-Secret Shopper programs. Often misunderstood due to poor program design and execution, mystery shopping is a powerful tool to measure the customer experience in an obective manner.TRANSCRIPT
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BEYOND CUSTOMER SERVICE
How Mystery Shopping Programs Can Boost Your Brand & Your Bottom Line
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The Customer’s Experience With Your Business…Must Be Managed!
What service do you expect them to get?
What services do they actually get?
What do your customers want?
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Important Point…
–Tom Peters
“What gets measured gets done.”
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Courteous and respectful treatment
Good value for money spent
Knowledgeable and helpful staff
Clean, orderly premises
Factors unique to your business
Customer Expectations Typically Include…
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Measurement Tools Used for Customer Expectations
FOCUS GROUPS COMMENT CARDS
CommentCards
IVR/WEB SURVEYS
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Your Expectations of the Customer’s Experience
Your brand promise is met
Your service standards are met
Service standards aligned with customer needs
The customer’s expectations are met
The customer will return and send others
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Mystery Shopping
Measurement Tool Used for Measuring Your Expectations of the Customer Experience
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“Customers must recognize that you stand for something.”
Important Point…
–Howard Schultz, Starbucks
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What A Mystery Shopping Program Can Do For You
Enhance Your Brand
Shopper compare promise to performance
Know what happens when you are not there
See your company through objective eyes
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Case Study # 1...National Apparel RetailerProblems:1. Teenage fashion apparel stores noticed inconsistent “brand experiences”2. Music was sometimes on, sometimes not3. Some associates dressed to code, others were not4. Name badges were worn on some days, on other days they were not
Solution: Monitor brand standards or “non-negotiables” through a mystery
shopping program
Results:Compliance Increased:1. Music 59% to 94% 2. Dress Code from 85% to 97%3. Name Badges from 73% to 99%
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What a Mystery Shopping Program Can Do For You
Improve Internal & External Marketing Initiatives
Whether vendor funded displays set up
Whether current month’s special was posted
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Important Point…
“A reputation once broken may possibly be repaired, but the world will always keep their
eyes on the spot where the crack was.”
–Joseph Hall
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What a Mystery Shopping Program Can Do For You
Protect your company’s reputation and avoid legal issues
Service to all customers, regardless of race/gender
Competent handling of issues, questions, complaints
Measure whether parking was well-lit, restrooms sanitary
Measure whether customer gets correct information
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Case Study # 2…Drugstore ChainProblemCashiers were not carding tobacco purchasers. Attorney General office warned them of steep fines and loss of license.
SolutionSend in mystery shoppers 21 to 24 to see if they get carded. Stores that failed were identified and targeted for re-training.
ResultFirst 6 months had a 90.8% failure rateSecond 6 months had a 52.1% failure rate
…Improvement of 38.7%
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“You can’t improve what you don’t measure.”
Important Point…
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What a Mystery Shopping Program Can Do For You
Increase Sales/Profits Via
Suggestive Selling
Store Credit Card Solicitation
Store Loyalty Cards Participation
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Case Study # 3…National Apparel RetailerProblemWomen’s moderate sportswear retailer was in sync with fashion trends, yet sales showed only a moderate increase.
SolutionDesigned a program to measure suggestive selling behaviors via mystery shopper scenarios. Mystery shopping provided statistics on frequency.
ResultAnnual sales increased by $90K per store
http://www.iccds.com/test/roicalc.php
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Important Point…
“65% of Americans received no recognition in the workplace last year.”–United States Department of Labor
“Recognizing All Staff Members Are Important”
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What a Mystery Shopping Program Can Do For You
Improve Performance and Motivate Staff
Generates individual/collective performance data
Clarifies expectations…can be used as incentive/reward
Allows targeted training to improve performance
Reduce turnover
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SummaryMeasure your customers wants and needs through IVR/Web Surveys, Comment Cards, Focus Groups
Measure YOUR deliverables through mystery shopping
Mystery Shopping can:
Enhance your brand
Protect your company’s reputation and assets
Increase sales
Improve internal and external marketing initiatives
Motivate staff, improve performance and reduce turnover
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Questions
To learn more about ICC/Decision Services and how we can help
improve your company’s service and performance, visit our website:
www.iccds.com
David Rich, [email protected]
800-444-1717 x212