Mystery shopping is the evaluation, measurement and reporting of customer service standards by using interviewers acting as if they were customers. It is a fast and effective method of obtaining hard objective data about customer service levels.
Research shows that it is the quality of human interaction which has the greatest effect on customers’ perception of a company. Therefore where there is little difference between competing products or services, quality customer service can give the competitive edge. Mystery shopping is an ideal tool to measure customer service in–person, on the phone or online.
Shoppers are given specific instructions to make the interaction realistic in order to test the employees’ knowledge and service skills (known as scenarios). Once data has been collected it is being analysed to make specific recommendations.
The details and information mystery shoppers measure typically include:
• Physical appearance and cleanliness of branch
• Number of employees in the branch on entering
• How many clients are being served or waiting to be served
• How long it takes before the mystery shopper is greeted
• Whether or not the staff is friendly, knowledgeable
• Speed of service
• How difficult it is to get through to a person when calling
• Whether put on hold and for how long
• Tone and typos in online chats
|Case Study: Home Insurance Add-on|
|Case Study: Classic Car Mystery Shopping Premium Research|