Guest Mystery Shopping Analysis
Guest Mystery Shopping Return Intent Based Analysis
Research without call to action may be informative, but not very useful. Kinēsis builds call to action elements into our research design, which provide a road map for retails to maximize the ROI on the mystery shopping.
Kinēsis’ approach to guest mystery shopping is designed to identify key service behaviors with a desired guest experience outcome. This Key Driver Analysis determines the relationship between specific behaviors and a desired outcome. For most clients the desired outcomes are return intent and loyalty. As a result, our approach helps retails identify and reinforce service behaviors which drive intent to either enter into, or maintain, a retailing relationship with the brnad.
Shoppers are asked if they had been an actual guest, how the experience in the location influenced their intention to return. Using this question, Kinēsis cross-tabulates positive and negative return intent to determine how the responses of mystery shoppers who reported a positive influence return intent vary from those who reported a negative influence. This yields a means of ranking the importance of each behavior by the strength of its relationship to return intent.
In addition, paired with this rating is a follow-up question asking why the shopper rated their return intent as they did. The responses to this question are grouped and classified into similar themes and cross-tabulated by the return intent rating described above. The result of this analysis will be a determination of what service practices drive return intent.
The final step in the analysis is identifying which behaviors have the highest potential for ROI in terms of driving return intent. This is achieved by comparing the importance of each behavior (as defined above) and its performance (the frequency in which it is observed). Mapping this comparison in a quadrant chart like the one below provides a means for identifying behaviors with relatively high importance and low performance, which will yield the highest potential for ROI in terms of driving return intent.
This analysis helps you focus training, coaching, incentives, and other motivational tools directly on the elements of the guest experience that will produce the largest return on investment. Our analytical methods confirm whether your mystery shop program is aligned with guest expectations and measures the elements most important to the customer experience.
Our proprietary normative industry data allows clients to compare their results to Kinesis' industry database. Kinēsis collects normative quantitative and qualitative research data across key dimensions of the guest experience, giving our clients a valuable point of reference from which to compare themselves.
Same-Store Sales Analysis
Shifting from the guest to the business unit perspective, we can correlate service behaviors and mystery shopping scores to specific key business unit metrics such as same-store sales growth. This approach can help you understand how guest-level drivers translate into quantifiable ROI.
What is missing is a strategy to transition research into action, and bring the various stakeholders into the research process.