LifeCycle Mystery Shopping

 

 

Customers rarely engage their bank with just one channel. LifeCycle bank mystery shops are designed to evaluate the customer experience across a variety of delivery channels, with a spectrum of bank transactions, over an extended period of time. Typically, these shops start with a platform shop to open a bank account. The on-boarding process is evaluated, a number of transactions are completed across multiple channels, and the engagement eventually concludes with an evaluation of the account closing process.

Typical objectives of LifeCycle mystery shops may include:

• Evaluate the customer experience of the account opening process
• Understand how the customer experience influences purchase intent
• Evaluate the customer experience with respect to the account onboarding process
• Observe presence and timing of onboarding communication
• Observe presence, timing and effectiveness of marketing communication
• Evaluate the customer experience across multiple transaction types, including: website, contact center, and new accounts
• Determine root causes of positive and negative experiences
• Benchmark service behaviors to bank and customer expectations

 

“The fact of the matter is not all points along the customer journey are equal. In every customer journey there are specific of “moments of truth” where customers form or change their opinion of the provider, either positively or negatively, based on their experience.”