Retail Mystery Shopping &
Customer Satisfaction Research
Kinēsis’ suite of mystery shopping and customer satisfaction research programs is designed to help retailers understand and take advantage of customer loyalty and satisfaction.
A recent study by Forrester found that for retailers, almost half of customer loyalty is driven by the customer experience. Specifically, the customer experience accounted for 47% of customer loyalty.
However, it is not just any customer experience that drives loyalty, managers need to measure and motivate the behaviors that matter.
Retail Mystery Shopping
In aligning sales and service behaviors to the brand, Mystery shopping can serve several purposes, among them:
Customer Experience:Customer experience shops test execution and consistency throughout various delivery channels using a variety of scenarios to both measure and motivate sales and service behaviors, specifically behaviors which drive purchase intent.
Competitive:These evaluations benchmark sales and service performance to key competitors. Head-to-head comparisons reveal competitive differentiators and areas of opportunity.
Cross Channel:Highly trained researchers interact with the company over a period of time using multiple channels, providing valuable feedback about service performance throughout the customer lifecycle across multiple touch points.
Channel Mystery Shopping
Kinēsis’ retail mystery shopping programs are designed to fulfill a variety of research purposes. Some of these research purposes include:
|While the role of the in-person channel is evolving, we believe it continues to be a cornerstone of the customer relationship; it is the physical embodiment of the brand.|
|Contact center mystery shopping provides a unique opportunity for customer experience managers to evaluate the customer experience within this channel using predetermined scenarios.|
|Website mystery shopping allows managers of these channels to test ease of use, navigation and the overall customer experience of these additional channels.|
|Shoppers interact with the company over a period of time, across multiple touch points, providing broad and deep observations about sales and service alignment to the brand and performance throughout the customer lifecycle across multiple channels.|
For a blog post containing observations of how customers change their behavior based on the customer experience, click below:
A truly comprehensive Customer Experience Management system deals with many interlocking points of alignment. Among the most important are:
- Company message with customer expectations
- Customer expectations with company standards
- Company standards with training content
- Training content with front-line execution
- Front-line execution with rewards and incentives