Neuro shopping - The Next Step in Mystery Shopping

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Mystery Shopping has been stuck in time, along with a lot of Customer Service research.

These disciplines must ask themselves a key question "Are we asking the right questions?"

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Neuro shopping - The Next Step in Mystery Shopping

  1. 1. Reading your customers’ minds Are we asking the right questions?
  2. 2. Silent movies were cool But we don’t watch them anymore. The Customer Service industry is stuck in the silent film age.
  3. 3. We see it differently As a Mystery Shopping company we are obsessed with getting to the truth, not just asking what has always been asked. But the biggest question is this: “Are we asking the right questions?”
  4. 4. The world has changed We know Customers now have a voice, and a choice.
  5. 5. But their voices are not being heard Although you are listening as hard as you can.
  6. 6. Customers are not heard because Customers Lie. Staff lie. It happens either intentionally or unintentionally. Ask a customer why they left a Brand, and usually they can’t pin point the exact reason. Yet decisions are made on their inaccurate feedback.
  7. 7. So what are the right questions? What should you ask customers? What should you measure? We’ll help you read your customers’ minds. Then MEASURE and make CHANGES.
  8. 8. Don’t ask the same bland questions. • Was the staff member wearing a name badge? • Did they repeat back your order? • Did they take an interest in your enquiry? • Were you satisfied? • Would you refer to a friend?
  9. 9. Your view of service is different • Whether you are buying a pizza or a home loan, you buy different to others – and expect different things. • Not all customers like to be served the same. • Not all staff expect to serve the same. • Not all Brands are the same.
  10. 10. We start from the beginning. • How do people buy, and who buys how? • People buy sub- consciously, then rationalize in the conscious mind. • E.g. buying a car
  11. 11. The sub-conscious defines • What people do • Context • Unmet emotional needs • Emotional appeal • Communication styles
  12. 12. The conscious defines • What people say • Content • Rational features • Rational appeal • Communication styles
  13. 13. Neuroscience of consumers • Emotions are a significant driver of decision making and purchase behaviour. • Especially true if: – the decision is based on biological and social needs including food, safety, inclusion and financial security. – the decision maker is under stress. – rational features are similar. • Furthermore, the “value” is largely driven by emotional core beliefs. • Customer value propositions and staff behaviours need to address both explicit rational needs and implicit emotional needs.
  14. 14. Step 1 - Segment We profile our shoppers into Neuro-segments based on their sub- conscious buying biases (Core beliefs)
  15. 15. Step 2 - Profile • We profile those shoppers who are also your customers. • Match your brand users to their core purchase behaviors. • Do they want Speed? Dependability? Process? Conversation? Data? Trust? You can’t do it all.
  16. 16. Detailed example - Banking
  17. 17. Mapping emotional drivers to brand • Foundational research over the last 18 months has provided a sufficiently large database to allow deep dives into the core belief segments and map them onto the positioning canvas. • This helps identify market growth and training opportunities. • In this example, the client’s brand (red dotted line) appealed to the Loyal Skeptic and Helper segments, and the easiest adjacent segment to attract was the Peacemakers.
  18. 18. Step 3 – Design questionnaires • Determine the right questions for the right customers, and ask the questions. • Questions will match the attributes being sought by your customers. • Now you can ensure the right questions are asked in Mystery Shopping and Customer Surveys.
  19. 19. Mystery Shopping • We are looking for behaviours which can be measured by anyone, regardless of their profile. • Clients can then focus the training and operations on those core customer service traits and behaviours.
  20. 20. “I’m not sure that applies to us” • We’ve seen applications from car repair shops, to Banks through to Department Stores. • Every brand attracts a certain type of buyer looking for certain types of behaviours; even (especially) in hyper price competitive markets.
  21. 21. Get this right to predict sales Getting this right allows you to predict sales based on Mystery Shopping scores. E.g. increase Mystery Shop scores x% and increase sales by y%
  22. 22. How to connect Contacts: Steven Di Pietro sdipietro@serviceintegrity.com.au +61405478452 Felecia Bramble fbramble@serviceintegrity.com.a u +61431484574

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