To Increase Customer Retention Through Mystery Shopping
By Scott Dixon of Centrebound
Would you shop with this retailer
Would you visit this store again?
Would you recommend this business to someone
These are just three of the questions included separately
in different mystery shopping surveys that Centrebound
have carried out this month. Whether it is an online
purchase and delivery, an in store visit or a telephone
enquiry/order the burning question is will the Customer
come back. If not, why not? Understanding this means you
can start to focus on your key areas of improvement.
When reviewing the outcome of our mystery shopping
projects we find surveys where the mystery shopper has
indicated no to the customer retention
question is a good place to start.
The sections of our mystery shopping surveys that
included the questions around quality of service
(including resolution), quality of product and overall
impression linked directly to non returning customers.
Specific questions in our mystery shopping surveys are
designed to measure the key areas that impact potential
reasons for customers dissatisfaction. It is no
surprise that businesses scoring under 60% in those areas
regularly received negative responses to the three
Highlighting the pinch points in your
service, producing a plan of action to address these and
the having an ongoing review of those key metrics is
essential. It doesnt guarantee every one of your
customers will come back but it does reduce the risk of
losing customers unnecessarily to your competitors.
The first difficult step of appealing to the customer and
getting them to commit to using your company has been
achieved. Connecting with your customers and offering
them a service and product where they will return again
is the next challenge. Companies lose customers to
competitors because they are just not getting it right.
Do you think youre getting it right? Maybe you are.
One way to find out for sure is to measure this. Mystery
Shopping is an excellent way to carry out that measure.
The return on investment you can get by understanding how
new and existing customers view your service is an
effective and cost efficient way to improve performance
and customer retention.