ICC/Decision Services Mystery Shop Integrity Overview

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ICC/Decision Services Mystery Shop Integrity Overview

  1. 1. Got Integrity? ... ways to assure your mystery shopping program has credibility © 2007
  2. 2. 4 myths about mystery shopping programs #1 Scores are ALWAYS Going Up © 2007
  3. 3. 4 myths about mystery shopping programs #2 Shops are Perfect © 2007
  4. 4. 4 myths about mystery shopping programs #3 All Employees Love Getting Mystery Shopped © 2007
  5. 5. 4 myths about mystery shopping programs #4 The “Ronco Rotisserie” Effect: The program runs itself © 2007
  6. 6. four areas of integrity 1. shopper 4. client 2. data 3. provider © 2007
  7. 7. client (end user) “must haves” • ability to defend information • internal system to facilitate score change requests to provider • benevolent despot approach © 2007
  8. 8. data “must haves” • questionnaire design • sampling plan • unambiguous questions • mix of multi and dichotomous questions • narratives to support answers © 2007
  9. 9. shopper “must haves” • receipts • training • associate names • means of verifying shop took place • must be qualified to do shop • shopper selection © 2007
  10. 10. provider “must haves” • quality assurance process in place – multiple elements…dynamic survey – editors – twice read • systemic score change request • quality guarantee • reshops at no charge • large pool of shoppers • shopper rotation • ability to monitor and track shoppers and editors © 2007
  11. 11. four warning signs your program lacks integrity Score change request are above 2% of total shops As your scores go up there is no correlation to sales or customer feedback Constant Complaints from the field Managers are talking amongst themselves about problems with the program © 2007
  12. 12. To learn more about ICC/Decision Services, please contact David Rich drich@iccds.com 800-444-1717 x212 © 2007

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