Mystery shopping insights come from great mystery shopping programs and can provide in depth analysis of any business situation. Whether the program is aimed at employee training, compliance factors, or specific customer service aspects, the insights a good MSP offers are vital to business growth.
By understanding and analyzing mystery shopping insights, a company can learn about how best to deliver on its brand promises and improve customer satisfaction.
Any data is only as good as the methodology that captured it. So how can you assure that your mystery shopping program is going to give you the insights you need to improve.
Mystery shopping can measure a wide variety of things, so it’s important to set out with a clear goal in mind. What are you looking to investigate with your program? What sort of data is going to offer the insight you need?
Once you’ve established the goal, it’s time to construct the right kind of mystery shopping program that’s going to deliver the data that you need. Most companies don’t have the experience to do this themselves, which is where an experienced mystery shopping provider comes in to help. To get the right kinds of mystery shopping insights, you’re going to need to ask the right kinds of questions in the right way without getting lost in the woods.
Once your program is up and running and those mystery shopping insights are coming in, it’s important to know what you’re looking at. Data can come in all shapes and sizes, as charts or text, and it’s easy to get confused or misread it. Most experienced mystery shopping companies can do the analysis for you, delivering your mystery shopping insights in clear, neat analyses that will help you get to the root of the issues quickly.
Once you’ve got those neatly analyzed mystery shopping insights, it’s time to put them to use. Transforming mystery shopping insights into actual sales means using them to improve things, among which customer satisfaction is key.
Data analysis and its corresponding insight might reveal that something isn’t up to scratch in the company as a whole, or in a specific store. If it’s company-wide then it’s time to take a serious look at whatever it is that isn’t working – maybe that new system update is make life a lot less user-friendly than you’d intended. If it’s a specific store or region then you can use the mystery shopping program insights to narrow in on the location and address the problem head on – maybe it’s a staffing or managerial issue, or some form of cultural aspect means your latest training method hasn’t quite done what you wanted it to.
Aside from giving you a better understanding of what’s working and not, mystery shopping insights can give you a heads up about things that customers are enjoying (or not). It’s important to understand how customers react to certain things. For example, if you’ve recently brought out a new promotion and one of the things you’re getting your staff to do is to highlight the promotion five times during any conversation with a customer, a mystery shopper can be asked to indicate if, firstly, the sales rep actually did mention it five times, and whether they found it an effective use of the conversation.