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No Surprises: Best Practices in Mystery Shop Program Launch

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When mystery shopping initiatives fail to meet their potential, it is often because the people who are accountable for the results — front-line employees, supervisors, store managers, and regional managers — were never properly introduced to the program. As a result, there may be internal resistance, creating an unnecessary distraction from realizing the brand’s customer experience goals. It is, therefore, critical to ensure employees throughout the organization are fully informed and have bought into the program before it is launched.

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No Surprises: Best Practices in Mystery Shop Program Launch

  1. 1. 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 elarse@kinesis-cem.com. http://www.kinesis-cem.com http://www.kinesis-cem.com/mystery_shopping.shtml kinesis-cem.com 206.285.2900 info@kinesis-cem.com No Surprises: Best Practices in Mystery Shop Program Launch
  2. 2. 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
  3. 3. 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
  4. 4. Surprises create resistance, and kills buy-in. No Surprises In Mystery Shopping
  5. 5. Positive Communication of: - Expectations - Program Administration - How to use the results to improve performance Communication is Key
  6. 6. Position mystery shopping as a win-win. Win - Win
  7. 7. Communicate Desired Brand Personality Communication of Expectations
  8. 8. Define what specific service behaviors you what to animate the brand. Create a list of behavioral expectations. Communication of Expectations
  9. 9. 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
  10. 10. Provide a central point of internal administration. Program Administration
  11. 11. Provide frontline personnel with instruction into the basic skills of interpreting a basic research report. How to Read Reports
  12. 12. Coaching Key Drivers of Loyalty or Purchase Intent How to Act on Results Employee Behaviors Desired Outcome Key Drivers
  13. 13. Kickoff Letter/ E-Mail Kickoff Presentation Self-Help Resources Shop Results E-Mail Post-Shop Presentation Communication Tools
  14. 14. - Define the Brand - Explain Behaviors Expected - List Behaviors Observed by Shoppers - Detail Incentives and Rewards Communication Content Define Explain List Detail
  15. 15. 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

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