Kinesis CEM, LLC

Mystery Shopping Best Practices 

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/2015/06/17/mystery-shopping-best-practices/

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

Mystery ShoppingBest Practices:Types of Shops

Several Tools are Available to Inspect or Monitor the Customer Experience

However,

No Tool Better than Mystery Shopping to Monitor Service

and Sales Behaviors that Drive Customer Experience Success

“You can expect what you inspect.”

W. Edwards Deming

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

Types of Mystery

Shopping

In Person

Contact Center

Internal

Web Mobile

Life Cycle

Competitive

In-Person Mystery Shops

As distribution channels shift to more self-administered on-line channels, in many ways the in-person channel continues to be the embodiment of the brand – central to a multichannel strategy. This role will put new pressures on store personnel as brand advocates.

In-person mystery shopping evaluates and motivates sales and service behaviors as part of this role.

Contact Center

Mystery Shopping

Contact center mystery shopping provides managers a unique opportunity to evaluate the customer experience using predetermined scenarios.

Most contact centers employ call monitoring to evaluate agent performance. Best in class mystery shopping programs augment call monitoring by giving managers a tool to present specific scenarios to agents to test their performance.

Internal Mystery

ShoppingInternal shops evaluate service provided to internal customers to identify internal bottlenecks which may hinder the ability to provide optimal customer service.

Web/ Mobile Mystery

Shopping

Across many industries, self-administered channels are increasingly becoming key to opening and deepening the customer relationship.

Mystery shopping self-administered channels provides managers tools to test ease of use, navigation and the overall customer experience of online and mobile channels.

Life Cycle Mystery

Shopping

Life cycle mystery shops are designed to evaluate the customer experience through the entire customer journey across a variety of delivery channels, and a spectrum of transactions, over an extended period of time.

Competitive Mystery

Shopping

Shopping competitors allows customer experience managers to benchmark their brand-customer interface relative to their competitors.