Ipsos Loyalty Presents: Making Mystery Shopping Smarter ......2016/11/03 · website or mobile...
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1 1 © 2016 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos. Ipsos Loyalty Presents: Making Mystery Shopping Smarter, By Design A Webinar About Mystery Shop Design Optimization
Transcript of Ipsos Loyalty Presents: Making Mystery Shopping Smarter ......2016/11/03 · website or mobile...
11© 2016 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.
Ipsos Loyalty Presents:
Making Mystery Shopping Smarter, By DesignA Webinar About Mystery Shop Design Optimization
© 2016 Ipsos 2
Welcome!
John FlestaVice President of CX
(973) 658-2163
Nick MercurioSenior Vice President, Mystery Shopping
(425) 586-5570
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Mystery Shopping should be:
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Poor Design
• Too many questions
• The wrong questions
• The wrong locations
• Shoppers get recognized
• Queries can be frivolous
• Quality and coverage issues
• Too much emphasis on one measure
• Locations are scored the same way
• Reporting doesn’t reach the right people
Poor Execution Low Impact
Mystery Shopping common challenges:
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Why Design is so important:
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7
654
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Our 7 best practices:
Start with Strategy Define Shop & Shopper Requirements
Design a Sound Survey Instrument
Realistic Shopper Scenarios & Materials
Formulate Smart & Strategic Sample Plan
Design Analytical Plan
Design with Customer in Mind
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Ipsos Mystery Shopping at a glance:
Million mystery shops conducted annually1.2
Clients around the world1,000+
Dedicated mysteryshopping professionals 100+
Certified Ipsos Mystery Shoppers1M+
Our Promise:Better DesignBetter ExecutionBetter Impact
Countries WithIpsos Offices
Countries Where We Conduct Mystery Shopping
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88© 2016 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.
What is Mystery Shopping?
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What is Mystery Shopping?
Objective feedback from a “Trained
Customer”
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Measurement on how a brand delivers
against their promises
Ensures consistent delivery of brand and customer experience
standards
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Details on how staff and locations are
performing
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Implementing New Training Programs
Ensuring Brand/Advertising Standards and Promises
Collecting Competitive Intelligence
Understanding Environmental Factors
Measuring Sales and Customer Service Effectiveness
Introducing New Products
Rewarding and Recognizing Associates
Auditing Merchandising Displays and Promotions
When to deploy Mystery Shopping:
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Strategic Insights
• One-time, ad-hoc studies
• Aimed at solving specific business issue
• Competitive intelligence, pre/post measurement, etc.
• Ongoing tracking programs (monthly, quarterly, etc.)
• Regular measurement of brand, training and customer experience standards
• Integrated into incentive structures and used for employee coaching
Performance Management
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When to deploy Mystery Shopping:
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Brick and Mortar Shops:• In-store mystery shops at a brand’s physical
locations/outlets• Retailers, restaurants, banks, hotels,
automotive dealerships, etc.• Traditional (written) or Video Shops
Telephone Shops:• Mystery calls to a brand’s physical locations or
contact centers• Retailers, restaurants, banks, hotels,
automotive dealerships, B2B• Traditional (written) or Audio Recorded Shops
Mail and E-mail Shops:• Mystery mail and e-mails, sent or received, to
a brand’s physical locations or contact centers• Banks, automotive dealerships, mail carriers,
retailers, restaurants, B2B• Physical or Digital Mail
Online and Mobile Shops:• Digital mystery shops conducted via a brand’s
website or mobile application• Retailers, restaurants, banks, hotels,
automotive dealerships, B2B• Customer Experience, Checkout, Fulfillment,
Support/Chat
Mystery Shopping is Omni-channel:
Mystery Shopping
Mystery Calling
Mystery Mailing
Mystery Clicking
1313© 2016 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.
Making Mystery Shopping Smarter, By Design
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Best Practice #1: Start with Strategy
Look to organizational
strategy for inspiration
Define clear objectives that
align with strategic
initiatives
Ensure objectives inform each step
of program design
Issues:
• Commonly missed first step in program design
• Leads to diluted programs attempting to please all stakeholders and don’t deliver strategic value
Ipsos Solution: Stakeholder kickoff meetings a necessity
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Best Practice #2: Design with the Customer in Mind
The customer is KING
Compliance to brand, customer
and legal standards
Use customer and secondary data to inform
Issues:
• Companies design based on what is important to them, not the customer
• Program does not drive important outcomes like reducing customer churn and increasing satisfaction
Ipsos Solution: Ideal Customer Experience (ICE) methodology
16 © 2016 Ipsos.
Best Practice #3: Define Shop and Shopper Requirements
Identify typical shopper profile (demographic
and psychographic)
Identify shop and shopper requirements
Caution against over
complicating
Issues:
• Companies rarely think of this in advance
• Can bias results in some instances
• Can add additional unnecessary cost in others Ipsos Solution: Pre-screen shopper panel for requirements
17 © 2016 Ipsos.
Best Practice #4: Design a Sound Survey Instrument
Keep the survey objective (vs.
subjective)
Keep it short (as possible) and tie
to program objectives
Design survey score/weighting
scheme
Issues:
• Too many questions
• The wrong questions
• The wrong type of questions
• Questions that are irrelevant, redundant, subjective and not actionable
Ipsos Solution: The 30/30 rule for surveys
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Best Practice #5: Create Realistic Shopper Scenarios and Briefing Materials
Place proper emphasis on the
shopper “scenario”
Keep simple but structured
enough to return quality insights
Design engaging and digestible
briefing materials
Issues:
• Companies design scenarios that reveal shoppers, bias results or don’t derive insight
• Shopper briefing is too long or complicated for shoppers to recall
Ipsos Solution: Calibration shops, video briefing materials and shopper certification tests.
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Best Practice #6: Formulate Smart and Strategic Sampling Plan
Revisit shop objectives (strategic
insights vs. performance management)
Develop data focused &
statistically backed sample
plan
Issues:
• Companies do not think about sampling strategically
• Over/under sample certain stores
• Overspend on mystery shopping
Ipsos Solution: SmartSampling approach
Think about sales, geography, CSAT and other
sources of performance
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Best Practice #7: Design Analytical Plan
Develop analytic plan before
launch
Formulate hypotheses to test or refute
Identify data cuts, offline and online reporting
needs
Issues:
• Companies rush to field without proper thought to insight creation
• Results come back that are not actionable or tied to program objectives/business outcomes
Ipsos Solution: Start with objectives. End with them.
Design DiagnosticWorksheet
© 2016 Ipsos 22
John FlestaVice President of CX
(973) 658-2163
Nick MercurioSenior Vice President, Mystery Shopping
(425) 586-5570
Thank you!
