Mystery shopping gives business owners, operators and executives insights into the extent that a company is delivering on its brand promises at the point of interaction with the customer. Through the use of unbiased third-parties who objectively record their experiences, mystery shopping providers help their clients understand what the average customer is experiencing, what staff behaviors should be acknowledged and rewarded and areas of customer service and customer interaction that can be improved.
What Mystery Shopping Is and Is Not
First, mystery shopping is neither a replacement for customer satisfaction measures, nor does it replace measures of customer expectations (nor are they replacements for mystery shopping). It is important that businesses know what customers want and like, but that is not sufficient. A business also must know how closely the actual customer experience mirrors the one the business desires the customer to have. That's where mystery shopping comes in. Mystery shopping is the ONLY reliable way to quantify and benchmark the customer experience. Mystery shopping provides data that lets the business owner make quick adjustments so that the customer's expectations are met and the customer is satisfied. That brings the customer back, builds loyalty and allegiance and protects the bottom line.
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