No Surprises: Best Practices in Mystery Shop Program Launch

Kinesis CEM, LLC

No Surprises: Best Practices in Mystery Shop Program Launch 

http://www.kinesis-cem.com/Insights_Mystery_Shop_Launch.shtml

Eric Larse is co-founder of Seattle-based Kinesis, which helps companies plan and execute their customer experience strategies. Mr. Larse can be reached at [email protected].

http://www.kinesis-cem.comhttp://www.kinesis-cem.com/mystery_shopping.shtml

kinesis-cem.com 206.285.2900 [email protected]

No Surprises: Best Practices in Mystery Shop Program Launch

When mystery shopping initiatives fail to meet their

potential, it is often because the people who are

accountable for the results - front-line employees and supervisors - were never

properly introduced to the program.

Program Launch Key to Success

Pre-launch communication should include:

- Definition of the brand- How employees animate the brand- Specific behaviors expected- Copy of the questionnaire - Procedural questions of how to communicate program related issues- Training on how to read reports- How to use the information effectively- How to set goals for improvement

Prelaunch Communication

Surprises create resistance, and

kills buy-in.

No Surprises In Mystery Shopping

Positive Communication of:

- Expectations

- Program Administration

- How to use the results to improve performance

Communication is Key

Position mystery shopping as a

win-win.Win - Win

Communicate Desired Brand

PersonalityCommunication of Expectations

Define what specific service behaviors you what to animate the brand.

Create a list of behavioral expectations.

Communication of Expectations

Every time a customer and brand interact, the customer learns something good or bad and adjusts their behavior

as a result of what they learn.

Employee Behaviors Linked to Customer Behaviors

Provide a central point of internal administration.

Program Administration

Provide frontline personnel with

instruction into the basic skills of

interpreting a basic research report.

How to Read Reports

Coaching

Key Drivers of Loyalty or Purchase Intent

How to Act on Results

EmployeeBehaviors

Desired Outcome

Key Drivers

Kickoff Letter/ E-Mail

Kickoff Presentation

Self-Help Resources

Shop Results E-Mail

Post-Shop Presentation

CommunicationTools

- Define the Brand

- Explain Behaviors Expected

- List Behaviors Observed by Shoppers

- Detail Incentives and Rewards

CommunicationContent

Define

Explain

List

Detail

Proper launching of a mystery shop program is critical to its success.

Communication is key – there should be no surprises in a mystery shop program.

No Surprises In Mystery Shopping