In 2016 Market Viewpoint celebrated our 20-year anniversary.
Twenty years of creating mystery shopping and customer feedback programs for clients across the United States, Canada and Japan. We’ve learned a tip or two about customer satisfaction.
In those twenty years, the way we do business – and the way YOU do business – has changed tremendously.
Our very first mystery shoppers were recruited through newspaper ads, called on the telephone to be qualified, and then mailed their instructions and report forms through the U.S. Post Office. And then, they faxed their responses back to us!
Yes, the way we all conduct business has changed in twenty years.
A lot of time – and money – is spent within organizations to come up with new products and new ways to improve the customer experience.
Hours spent in brainstorming sessions and team building days where corporate employees talk among themselves eager to come up with the next great idea or way of doing business.
Without real data to help define what your current customer is really looking for, those hours are wasted time and money.
According to the Harvard Business Review, increasing customer retention rates by 5% can increase your profits by 25% to 95%.
Mystery shopping, by definition, sounds simple. Find people to act as your customer. Ask them to visit or call your business and tell you what they experience.
And, in reality, it can be that simple.
If you have multiple locations, a rotating staff and a busy business, however, it starts to become a complicated process to handle on your own.
Brian works in one of the busiest delivery fulfillment centers on the planet.
When asked how things were going during the holiday peak season, he told us, “Great! I bought a bullhorn. I race down the line saying, go, go, go… numbers people, we’ve got numbers to meet. There are kids and grandmas waiting for their presents. Our center does not disappoint anyone! Go, go, go.”
Brian said that the bull horn added a dimension of amusement, and possibly annoyance, for his employees. Bottom line: they got the job done!
As the Customer Experience Manager, you are asked to be on the front line of readiness for every customer expectation.
You are asked to do whatever it takes to be sure your customer is satisfied on this visit and then will return again and again.
Management trusts you to know the needs, likes and dislikes of every customer. And to deliver services and experiences that appear to be custom made to each individual.
Wow! This isn’t easy!