A proven method of measuring front-line service execution. Organizations receive invaluable data analysis regarding how their intended customer experience matches the reality. Questions are objective and quantifiable, supplemented by narrative.
Reports are automatically distributed via e-mail to whomever you determine. In addition, CALIBER provides you with an online reporting system that allows users to analyze the data, look at trends, and identify opportunities.
Mystery shoppers live and work in the communities where you do business. In many cases, they are already your customers. Many have undergone mystery shopping industry training. They are required to review specific guidelines before performing assignments. Quality and reliability are monitored regularly by CALIBER staff and assignments are awarded based on performance.
We already use point-of-sale surveys and hear from our actual customers. What can we learn?
Mystery shops are a natural complement to point-of sale surveys. Surveys can provide data around customer perceptions; however, point-of-sale surveys will never be able to provide objective data that measures specific aspects of service execution. Your customers are not entering your stores with plans to make detailed observations. Additionally, purchasers tend to be more satisfied than non-purchasers, so you are not hearing from consumers who went into your stores and did not buy anything.
An ongoing mystery shop program is a key tool to increase customer retention, identify training needs and sales conversion opportunities, support promotional programs, and more. Taking steps to minimize the number of poor service experiences your customers have has a tremendous impact on your bottom line. More than 50% of potential shoppers will not set foot into a store if told of a negative service experience by a friend or colleague (from a study by the Verde Group and The Wharton School). What’s more, mystery shopping can measure performance around proven levers of sales conversion. How much revenue are you losing every day due to missed conversion opportunities?