Tag Archive for social media customer service

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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Enhance Your Mystery Shopping Program in 2016

 

With a new year fast approaching, taking a good look at your current mystery shopping program is important, especially if you’ve had the same program for some time. Here are some ideas for sprucing up your program in 2016:

 

    • Is it time to raise the bar? Hopefully you’ve been watching your company’s performance over time and seen some improvement. If so, that’s great! If you’re finding that your performance scores are consistently coming in exceptionally high, it might be time to raise the bar, especially if your program is in its second or third year. When programs start, especially when a formal mystery shopping program has not been in place before, the program touches on the most basic customer service expectations to ensure that service levels are consistent. Over time, changes take place based on the mystery shopping reports, and things improve. Now it may be time to take it to the next level – incorporate some of the “higher level” performance behaviors. For example, incorporate scenarios to ensure that staff are providing correct information to customers. Pinpointing common customer questions or concerns can give companies “scenarios” for mystery shoppers to use while conducting shops.

 

    • Don’t focus solely on brick and mortar: onsite shops are vital, but don’t forget about your website or even telephone interactions – those are equally important in the customer journey and should not be overlooked. If you’re not using mystery shopping for these touch points, 2016 is a good time to start.

 

    • Social media mystery shops: social media customer service has become commonplace; because of the speed with which social media travels, ensuring that staff respond in a timely and accurate manner is important. This is an emerging tool for companies, and utilizing mystery shopping to ensure service levels are strong can be useful.

 

    • Look to additional services to supplement your mystery shopping program: mystery shopping touches on the objective aspects of service. If you’re not using the more subjective tools, such as customer feedback or social media monitoring, you may be missing a piece of the puzzle. Another emerging tool is Quality Call Monitoring. This service allows for evaluation of actual customer service calls. The calls are evaluated using a report similar to a mystery shopping program and can be extremely useful in evaluating “real life” situations.

 

Customer service expectations have grown significantly in the last two years; ensuring that you have the tools in place to monitor, measure, and evaluate your company’s performance is vital. With a new year on its way, it’s a great time to re-evaluate and enhance your company’s customer experience measurement programs.