In today’s business climate, mystery shopping firms protect a company’s most important asset – the customer experience.
For B2C companies, there is nothing more critical to success than fulfilling the brand promise. Sadly, most companies invest more money and effort in their marketing plans and store fixtures than they do in the front-line staff who do more to fulfill that brand promise than anyone else in the organization.
Whether it is the food service industry or retail, most front-line employee training looks something like the following:
• Day 1: Employee fills out paperwork and meets the team. At larger companies, the employee may watch some training videos.
• Afterwards, the employee shadows co-workers (who have received the same caliber of training) and spends some time with shift supervisors and managers, learning the ins-and-outs of the tasks associated with the job, like working the cash register, how to serve customers, and so-on.
• As soon as possible, the new employee is pushed out on the selling floor, forced to sink or swim and develop habits that will get him or her through the day. If there are no disasters and the employee shows up for work on-time, the training is deemed a success.
• From this point on, the employee will train subsequent new employees and be evaluated on whether or not key metrics, like new credit accounts or menu up-sells, are being met.
Some companies do a better job at preparing employees for the sales floor, but not many. Companies like Wal-Mart, whose success is based on being the low-price leader, can get away with a “good enough” attitude towards customer experience – customers will excuse the experience if the price is low enough.
But companies like Apple depend on the quality of the customer experience, and would soon lose customers in droves if they stopped investing in it. Apple’s ability to create a nearly unbreakable relationship with the customer is the key to success.
There are very few Wal-Marts and Apples out there, which means most B2C companies fall somewhere in-between. The trouble starts when the in-between companies behave like Wal-Mart and ignore customer experience in favor of slick marketing or some other strength. Employees are “trained” as in the model described above.
Other companies talk like Apple, but lack the commitment to truly execute Apple’s cult-like business model.
Once the marketing budget is cut or the strength is neutralized, what happens? That is when the in-betweeners get customer experience management religion. They put together committees who quickly discover that they have a host of dissatisfied customers who have abandoned their brand due to neglect.
Effective Customer Experience Management
Mystery shopping firms are the best defense against corporate complacency when it comes to customer experience management. Rather than paying lip service to the customer only to focus on more credit account conversions, committing to a third party audit of the customer experience puts a company’s money where its mouth is.
Here are a few examples of why a mystery shopping provider is a better conduit for understanding and improving the customer experience:
• Mystery shopping evaluates the customer experience in a real-life setting: When a front-line employee is with a trainer, she is on her best behavior, doing her best to remember all the things that go into properly executing the tasks being evaluated.
Mystery shopping firms send shoppers into real-life situations, where products are bought and sold in real-time. It is only by doing this that a company can get a true gauge of what their customers go through.
The front-line employee, having no idea he is being evaluated, will do the things he or she does when no one is watching – whether good or bad.
• Mystery shopping provides a standardized measurement across a network of locations: Let’s face it, a store manager or district manager doesn’t want to be the bottom feeder in a chain store environment, and that desire to succeed can lead to loose standards when it comes to scoring locations on evaluations.
Mystery shopping firms eliminate any kind of bias in evaluating by a) not having an emotional stake in the scoring of locations; and b) by having a standardized instrument that is used across the entire network of locations. When these two factors are coupled, B2C companies are equipped with a powerful tool for taking a crystal clear snapshot of the customer experience. Thus equipped with a new vantage point from which to see their operation, companies can make critical adjustments in how their stores and people interact with the customer.
• Mystery shopping firms provide powerful reporting tools: When evaluations are completed in a willy-nilly fashion across a network of locations, the results cannot be compared side by side. There is no integrity in the data.
Mystery shopping firms are uniquely suited for providing a suite of reporting tools that give B2C companies a 3-Dimensional view of their operation. Because the mystery shopping provider is using a standardized instrument with no emotional stake in outcomes, the data can be trusted and analyzed in the following types of reports:
o Rank by location by overall score
o Rank by location on a question-by-question basis
o Rank by employee
o Trending over time
o Recommended follow-up training
o Hierarchichal reporting that is designed for the C-Suite down to the store level
Mystery shopping firms work with clients to design reports that are the best fit for the B2C company’s goals.
In addition to traditional mystery shopping methods, where mystery shoppers visit the location, observe, then complete the survey offsite, a growing number of mystery shopping firms use hidden video technology to capture the most objective view possible of the customer experience, with high quality sound and imagery.
In a highly competitive world where almost all B2C companies sit somewhere between Wal-Mart and Apple, keeping a vigilant watch over the customer experience is the best way to grow and protect market share.