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When Mystery Shopping Goes Bad: Best Practices to Avoid Common Pitfalls

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Despite the fact that many businesses spend thousands of dollars annually on such research, an astonishing number of mystery shopping programs fail outright or limp along year after year, perennially under-performing against expectations.

Here are some best practices to help you avoid some common pitfalls.

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When Mystery Shopping Goes Bad: Best Practices to Avoid Common Pitfalls

  1. 1. Kinesis CEM, LLC When Mystery Shopping Goes Bad: Best Practices to Avoid Common http://www.kinesis-cem.com/Insights_MS_Goes_Bad.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 kinesis-cem.com 206.285.2900 info@kinesis-cem.com When Mystery Shopping Goes Bad: Best Practices to Avoid Common Pitfalls
  2. 2. that many businesses spend thousands of dollars annually on such mystery shopping… Despite the fact…
  3. 3. ….an astonishing number of programs fail outright or limp along, under- performing against expectations. When Mystery Shopping Goes Bad
  4. 4. Disputed findings by employees and managers Companies recite a litany of complaints:
  5. 5. Questioning of mystery shoppers’ skills and credibility Companies recite a litany of complaints:
  6. 6. More internal administration than planned Companies recite a litany of complaints:
  7. 7. Flat trend lines and undifferentiated scores Companies recite a litany of complaints:
  8. 8. Little or no correlation between mystery shopping results and customer satisfaction ratings Companies recite a litany of complaints:
  9. 9. Lack of timeliness and responsiveness from mystery shopping vendors Companies recite a litany of complaints:
  10. 10. Difficulty demonstrating return on investment Companies recite a litany of complaints:
  11. 11. It provides tremendous value when designed and executed well. Mystery shopping as a methodology is not to blame
  12. 12. Define Clear ObjectivesBest Practices to Avoid Common Pitfalls:
  13. 13. Keep it Simple Best Practices to Avoid Common Pitfalls:
  14. 14. Obtain Buy-in From the Front-line Best Practices to Avoid Common Pitfalls:
  15. 15. Plan for Change Best Practices to Avoid Common Pitfalls:

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