ICC/Decision Services...Beyond Customer Service...What Mystery Shopping Can Do For You

BEYOND CUSTOMER SERVICE

How Mystery Shopping Programs Can Boost Your Brand & Your Bottom Line

The Customer’s Experience With Your Business…Must Be Managed!

What service do you expect them to get?

What services do they actually get?

What do your customers want?

Important Point…

–Tom Peters

“What gets measured gets done.”

Courteous and respectful treatment

Good value for money spent

Knowledgeable and helpful staff

Clean, orderly premises

Factors unique to your business

Customer Expectations Typically Include…

Measurement Tools Used for Customer Expectations

FOCUS GROUPS COMMENT CARDS

CommentCards

IVR/WEB SURVEYS

Your Expectations of the Customer’s Experience

Your brand promise is met

Your service standards are met

Service standards aligned with customer needs

The customer’s expectations are met

The customer will return and send others

Mystery Shopping

Measurement Tool Used for Measuring Your Expectations of the Customer Experience

“Customers must recognize that you stand for something.”

Important Point…

–Howard Schultz, Starbucks

What A Mystery Shopping Program Can Do For You

Enhance Your Brand

Shopper compare promise to performance

Know what happens when you are not there

See your company through objective eyes

Case Study # 1...National Apparel RetailerProblems:1. Teenage fashion apparel stores noticed inconsistent “brand experiences”2. Music was sometimes on, sometimes not3. Some associates dressed to code, others were not4. Name badges were worn on some days, on other days they were not

Solution: Monitor brand standards or “non-negotiables” through a mystery

shopping program

Results:Compliance Increased:1. Music 59% to 94% 2. Dress Code from 85% to 97%3. Name Badges from 73% to 99%

What a Mystery Shopping Program Can Do For You

Improve Internal & External Marketing Initiatives

Whether vendor funded displays set up

Whether current month’s special was posted

Important Point…

“A reputation once broken may possibly be repaired, but the world will always keep their

eyes on the spot where the crack was.”

–Joseph Hall

What a Mystery Shopping Program Can Do For You

Protect your company’s reputation and avoid legal issues

Service to all customers, regardless of race/gender

Competent handling of issues, questions, complaints

Measure whether parking was well-lit, restrooms sanitary

Measure whether customer gets correct information

Case Study # 2…Drugstore ChainProblemCashiers were not carding tobacco purchasers. Attorney General office warned them of steep fines and loss of license.

SolutionSend in mystery shoppers 21 to 24 to see if they get carded. Stores that failed were identified and targeted for re-training.

ResultFirst 6 months had a 90.8% failure rateSecond 6 months had a 52.1% failure rate

…Improvement of 38.7%

“You can’t improve what you don’t measure.”

Important Point…

What a Mystery Shopping Program Can Do For You

Increase Sales/Profits Via

Suggestive Selling

Store Credit Card Solicitation

Store Loyalty Cards Participation

Case Study # 3…National Apparel RetailerProblemWomen’s moderate sportswear retailer was in sync with fashion trends, yet sales showed only a moderate increase.

SolutionDesigned a program to measure suggestive selling behaviors via mystery shopper scenarios. Mystery shopping provided statistics on frequency.

ResultAnnual sales increased by $90K per store

http://www.iccds.com/test/roicalc.php

Important Point…

“65% of Americans received no recognition in the workplace last year.”–United States Department of Labor

“Recognizing All Staff Members Are Important”

What a Mystery Shopping Program Can Do For You

Improve Performance and Motivate Staff

Generates individual/collective performance data

Clarifies expectations…can be used as incentive/reward

Allows targeted training to improve performance

Reduce turnover

SummaryMeasure your customers wants and needs through IVR/Web Surveys, Comment Cards, Focus Groups

Measure YOUR deliverables through mystery shopping

Mystery Shopping can:

Enhance your brand

Protect your company’s reputation and assets

Increase sales

Improve internal and external marketing initiatives

Motivate staff, improve performance and reduce turnover

Questions

To learn more about ICC/Decision Services and how we can help

improve your company’s service and performance, visit our website:

www.iccds.com

David Rich, [email protected]

800-444-1717 x212