Tag Archive for mystery shopping

Your Business Isn’t One Dimensional – Mystery Shopping Shouldn’t Be Either

 

multichannel-customer

 

Think about your current mystery shopping program; like many, it’s likely that it consists of onsite visits (for those with brick and mortar locations) and possible online or maybe some phone call evaluations. Most focus on in store evaluations, since that is the “meat and potatoes”, in person customer experience.

While this used to be standard, things are changing, much like your own business. Customers are doing business with you online, on the phone, and even on social media – aren’t those channels of interaction just as important?

If you’re not sure what’s out there in the way of mystery shopping programs, good news – we can give you a quick overview here so you can see what’s out there.

 

Phone shops: these are probably the most popular type of evaluation right behind onsite evaluations. Shoppers can evaluate the problem resolution process, get assistance with products and/or purchases, or other typical customer scenarios.

Step it up a notch by adding a recorded call component. Instead of a narrative, the shopper can record the conversation and upload the audio clip directly to the report. This has become quite popular and is a nice addition to a mystery shopping evaluation.

 

Quality Call Monitoring: this is a newer form of mystery shopping that many companies, especially in the B2B industry, have had great success with. One of the concerns with phone evaluations is the time spent with a mystery shopper may impede time with a “real” customer, while another may be that it is difficult to fully mimic actual scenarios, making the mystery shopping data not truly reflective of the actual experience.

QCM programs are the best of both worlds – a program that mirrors a traditional mystery shop can be developed in which recorded inbound and/or outbound calls are listened to by a third party and evaluated in the same manner as a traditional shop.

 

Online shops: problems with the purchasing journey, or the return process, can easily fall through the cracks in ecommerce. Mystery shopping can help pinpoint gaps in service and areas that need improvement.

Shoppers can be instructed to make a purchase online and evaluate all aspects of the experience – web usability, purchase process, problem resolution (phone, chat, or email, or a combination of these), tracking the delivery, and evaluating the return process.

 

Social media shops: social media is more than social – it’s the new form of customer service for many businesses, as customers have made it this way. Make sure your social service is as strong as your onsite service. Use mystery shops to evaluate response time, knowledge, and other key aspects on one or more social channels.

 

Mystery shopping is a key component in evaluating the customer experience. Traditional onsite evaluations are important, and should remain the focus, but taking a look at supplementing your program to capture data from all customer channels will give you the most information possible. Mix it up a bit and incorporate some new measurement tools to your program in 2017 – you’ll be happy you did!

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Take A Deep Dive Into Your E-Commerce Site

 

ecommerce

 

Creating a compelling, informative, and user friendly e-commerce site can be tough. There is a lot of testing, planning and feedback collection that needs to happen to ensure a successful site.

Many companies will use tools such as Google Analytics’ in page analytics, which essentially shows a website with statistics at various touchpoints of a webpage, which gives a visual of how often links are clicked, pages are visited, etc.

 

google-analytics-overlay

 

Google Analytics also offers a behavior flow chart to show where website visitors start, which pages they go to after the landing page, and other useful information. This can be helpful in determining where customers tend to “drop off” or abandon their visit.

 

flow

 

There are other ways to get deeper insight into website performance, pain points, and other information that will allow companies to improve the customer experience for their e-commerce customers.

 

Collect feedback: when customers place orders, or provide contact information at registration on your website, reach out to them to get feedback about their experience. This won’t capture those who abandon the site though. Enter exit intent technology – services designed to detect when a customer is about to leave your website, and make one last attempt to get their attention. This could be a pop up window that gives a special discount or offer if they stay to make a purchase, or another similar activity.

This can be helpful in gathering feedback from those who are ready to abandon the site, but it would have to be quick and easy in order to try to capture that information. Try a simple question such as, “Please let us know why you’re leaving!” and offer responses such as “It wasn’t what I was looking for” or “the website is running slowly/I’m having technical issues”, etc. This may detect trends other methods cannot pick up on.

 

Use mystery shopping: mystery shopping is an excellent tool that can be used to evaluate the e-commerce process from many different aspects. Not all companies think of evaluating their website using mystery shopping, but incorporating these evaluations can provide a deep dive of ease of use and valuable feedback. There are a couple of types of shopping programs that can be used:

  • Standard experience evaluation: this looks at all aspects of the e-commerce experience. Instruct shoppers to make a purchase and report on ease of use, quality of information, and overall experience. Dig deeper by including a call, email, or chat to customer service to ask questions to evaluate that piece of the journey, and finish with a product return to look at the final piece of the journey.
  • User experience: this is more detailed in that shoppers are instructed to use the website to purchase a specific type of product or register for a service. This looks more like a website video capture or journal in which the shopper provides commentary and suggestions on each point of the process – what was their impression of the website? How many clicks (pages) did it take to get to what they ultimately wanted to do? Where were the pain points? Was there enough information on the website to make an informed decision that would lead to a purchase? What is missing, and what could be improved? These are just some of the aspects that can be captured with this type of shop.

 

Pop up focus groups: thanks to online technology, this is easier than ever. Reach out to customers that have made online purchases, and offer them the opportunity to provide feedback in a focus group type format. This can easily be done in an online meeting room – listening to the conversations and collecting feedback in this type of setting is useful because people tend to offer more details in a group setting. One person may comment on something that triggers a memory from a past experience for another person, and that person will offer more insight and feedback that builds on a theme. This group conversation can be extremely valuable.

 

Online shopping is becoming an everyday event for many consumers, and it is only expected to increase in volume and activity. There are many tools to make sure your e-commerce site is as strong and functional as possible.

 

Spot Checks – A New Form of Mystery Shopping

 

SpotCheck logo 2016

 

Mystery shopping just got easier!

 

We are pleased to introduce our new Spot Check Mystery Shopping Program – it’s a mobile based, simplistic approach to mystery shopping.

 

We understand that each company’s needs are different, and we have heard requests for simpler programs for a variety of reasons, whether it’s to start a discovery program for those who have not used mystery shopping in some time (or ever) and want to see where they are on the most basic service points or if it’s a company that’s rolling out a new product or promotion and want to make sure all locations adhere to the marketing/presentation/talking points set forth.
We also understand that companies are pressed for time – starting a customized, more complex program takes time, and sometimes companies need quick data.

 

Spot Check Mystery shops serve both purposes – you can order shops on our self-serve portal and get started with no effort on your part. Your locations will be evaluated using a basic, standard evaluation form and shoppers will be deployed. From there, you and key company members will receive email notifications as shops are completed.

 

Take a look at our newest service offering or start a program to see how it works! There is no commitment on your part – order shops as needed or request that they happen on a regular basis.

 

Have questions? Please don’t hesitate to contact us to learn more about the Spot Check Mystery Shopping Program – we’re always happy to help!