when mystery shopping goes bad: best practices to avoid common pitfalls
TRANSCRIPT
Kinesis CEM, LLC
When Mystery Shopping Goes Bad: Best Practices to Avoid Common
http://www.kinesis-cem.com/Insights_MS_Goes_Bad.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 [email protected].
http://www.kinesis-cem.com
kinesis-cem.com 206.285.2900 [email protected]
When Mystery Shopping Goes Bad:
Best Practices to Avoid Common Pitfalls
that many businesses spend
thousands of dollars annually on
such mystery shopping…
Despite the fact…
….an astonishing number of programs fail outright or limp
along, under-performing against
expectations.
When Mystery ShoppingGoes Bad
Disputed findings by
employees and managers
Companies recite a litany
of complaints:
Questioning of mystery shoppers’ skills and credibility
Companies recite a litany of
complaints:
More internal administration than planned
Companies recite a litany of
complaints:
Flat trend lines and
undifferentiated scores
Companies recite a litany of
complaints:
Little or no correlation
between mystery shopping results
and customer satisfaction ratings
Companies recite a litany of
complaints:
Lack of timeliness and responsiveness from mystery
shopping vendors
Companies recite a litany of
complaints:
Difficulty demonstrating return on investment
Companies recite a litany of
complaints:
It provides tremendous value when
designed and executed well.
Mystery shopping as a methodology
is not to blame
Define Clear ObjectivesBest Practices to
Avoid Common Pitfalls:
Keep it Simple
Best Practices toAvoid Common
Pitfalls:
Obtain Buy-in
From the Front-line
Best Practices toAvoid Common
Pitfalls:
Plan for Change
Best Practices toAvoid Common
Pitfalls: