Most organizations realize feedback is necessary when it comes to understanding customer’s needs and wants. This data becomes an integral part of continually improving and growing any business. Finding the right service measurement strategy for your business will not only improve your customer’s experience, but your bottom line as well.
Experts estimate that most US companies spend about 3% of their total revenue on customer satisfaction measurement. Understanding your customer’s demographic, expectation, motivation, and desire is the foundation for building a better customer experience, thus creating loyalty and ultimately increasing profitability. But what is the most strategic and efficient way to acquire the necessary information needed to improve your service culture?
Your customers have a direct path to the knowledge you seek, so begin with them. Developing a strategic customer survey enables you to reach out to the general population of your customer base via various methods (online, POS, social media, and intercept surveys) and receive real-time feedback in targeted areas of the customer experience. The goal of any customer satisfaction survey is to determine what matters most to customers. How do their perceptions of their experience drive loyalty, referral, and sales?
Customer satisfaction surveys help you discover how your customers feel about your brand as well as gauge their satisfaction in specific areas of their experience. But results can be skewed, not consistent, and not detailed enough to target specific areas of concern, resulting in data that’s difficult to translate into an actionable plan. Most customers willingly share only negative reports, leaving behind all the standards that are being successfully met. How can you shed light on all areas of the customer experience to ensure your data not only reflects your customer’s feelings, but also provides measurable results of established standards?
Mystery shopping data reveals how well your employees meet company standards and behaviors in measurable areas. Mystery shops allow the measurement of specific, observable behaviors and attributes that create customer perceptions. Mystery shoppers objectively assess very specific behaviors, as opposed to perceptions, within each part of the customer journey. When used effectively, a mystery shopping program can reveal the level of consistency in experience across all stores, increase conversion, encourage repeat business, and raise UPTs, as well as validate perceptions revealed through customer satisfaction surveys.
Mystery shopping and customer satisfaction survey data are most effective when integrated into a blended measurement model. The two ideally should be combined to get the most value from each, driving high customer satisfaction levels and increased profitability. Combining customer satisfaction data with mystery shopping data can provide a very thorough picture and understanding of where investments need to be made through specific customer touchpoints.
Customer satisfaction data prioritizes what key touchpoints matter to customers. Mystery shopping data identifies the behaviors that create customer perceptions. If customer feedback reveals the “what,” mystery shopping shows you the “why.” Together, the results and insights from both programs will not only give you a more complete picture of the customer experience, but also provide a descriptive action plan to improve your overall service culture and ultimately your bottom line.
Customer Satisfaction Data
Mystery Shopping Data