Taking The Mystery Out Of Customer Experience Measurement

by | Jun 5, 2014 | Customer Experience

In the rapidly evolving business landscape, customer experience (CX) is no longer a mere buzzword—it’s the competitive battleground where brands win or lose. By 2020, customer experience is expected to overtake price and product as the key brand differentiator. Businesses that thrive will be the ones that understand and prioritize the experiences they deliver to their customers, whether in B2C or B2B markets. This seismic shift makes it essential for organizations to have a clear, objective understanding of their customer experience.

In today’s market, 86% of buyers are willing to pay more for a better customer experience, according to a CEI Survey. However, only 1% of customers believe that companies consistently meet their expectations. This disparity highlights a major opportunity for businesses: improving the consistency and quality of their customer experience can significantly boost customer satisfaction, loyalty, and overall success. Mystery shopping, when used effectively, becomes a powerful tool in bridging this gap.

The Role of Mystery Shopping in Customer Experience

Person holding out his business cardMystery shopping, at its core, is an observational technique used to evaluate the quality of customer service and experience from a customer’s perspective.

By using mystery shoppers to interact with a company’s employees and products in the same way a real customer would, organizations gain invaluable insights into how their customer experience holds up in practice. This methodology is impressively effective in measuring the consistency and performance of an organization in delivering customer experience across various touchpoints.

However, before selecting a mystery shopping provider, businesses must consider three key factors that will ultimately determine the value and impact of the research: purpose, perspective, and timelines. Let’s delve deeper into each of these.

1. Defining the Purpose: What Are You Trying to Learn?

The first and most crucial step in any mystery shopping initiative is identifying the purpose behind the research. Why are you conducting a mystery shop? What are you hoping to learn?

If your answer revolves around simple operational aspects, such as whether towels are folded properly in a hotel or if staff members consistently hand receipts to customers, you may be missing the larger picture. These operational elements are important, but they are table stakes. They are the basics of good service, not the differentiators that set your customer experience apart from competitors.

Consider this: exceptional service delivery is a given in today’s market—it’s expected. What truly determines the success of your customer experience are the memorable moments, the personal touches, and the interactions that go beyond the checklist. These are the moments that create lasting impressions, the experiences that turn satisfied customers into loyal advocates.

Your mystery shopping program should be designed to look for these moments. Instead of focusing solely on operational compliance, focus on identifying the key emotional drivers that enhance customer experience. What makes your customers feel valued? What are the “wow” moments that leave a lasting impact? Understanding these elements allows you to operationalize them into your business strategy and create an experience that resonates with your customers on a deeper, more meaningful level.

Example: Creating Memorable Customer Experiences

Consider a luxury hotel brand that prides itself on personalized service. A traditional mystery shopping approach might focus on whether staff members greeted guests with a smile or offered them a drink upon arrival. While these are important factors, they don’t capture the full extent of the customer experience.

Instead, the hotel might use mystery shopping to measure how well staff anticipate guests’ needs. Do they remember returning guests by name? Are they proactive in offering services before being asked? These personal touches elevate the experience from merely satisfactory to truly exceptional.

By focusing on these deeper aspects of the customer experience, the hotel can ensure that their service aligns with their brand promise of luxury and personalization, creating a memorable experience that keeps customers coming back.

2. The Right Perspective: Seeing Your Brand Through the Customer’s Eyes

The perspective from which you view your brand’s customer experience is just as important as the experience itself. Many organizations make the mistake of relying solely on professional mystery shoppers. While these individuals are trained to be accurate and reliable, they are not representative of your actual customers. They tend to approach shopping in a mechanical way, ticking boxes and adhering strictly to the criteria they’ve been given. This may result in valuable operational insights, but it misses the emotional component of customer experience.

For this reason, many forward-thinking companies are turning to their real customers to serve as mystery shoppers. Consumers are perfectly capable of providing feedback on their experience, and when they do, they offer a perspective that is much more aligned with reality. Customers feel the experience—something that is often missing from the feedback provided by professional shoppers.

By using real customers to conduct mystery shopping, businesses can gain insights into what truly matters to their audience. What do customers notice first when they walk into a store or visit a website? What are their expectations, and where does the experience fall short? These are the kinds of insights that can only be gathered by seeing the experience through the eyes of the customer.

Example: The Power of Customer-Led Mystery Shopping

A retail chain implemented a customer-led mystery shopping program to gain a better understanding of how their stores were perceived by real shoppers. The feedback from their customers was dramatically different from that of professional mystery shoppers. While professionals focused on operational details, such as whether sales associates offered assistance within a certain time frame, customers provided feedback on how welcoming the store felt, how easy it was to find products, and how the store layout influenced their overall experience.

Armed with these insights, the retail chain was able to make meaningful improvements to their store environments, resulting in increased customer satisfaction and higher sales.

3. Timeliness: Acting on Insights in Real-Time

In the world of customer experience, timing is everything. Mystery shopping is most effective when the insights gained can be acted upon immediately. The moments that matter only matter if you can address them in real-time.

A key advantage of modern mystery shopping programs is the ability to deliver findings in real-time. With advances in technology, mystery shoppers can now submit their feedback digitally, allowing companies to receive instant updates on the customer experience. This real-time feedback enables organizations to not only understand why a poor experience happened but also to take immediate corrective action.

Imagine this scenario: A restaurant receives real-time feedback from a mystery shopper about a guest who had a negative experience due to slow service. Instead of waiting weeks for a report, the restaurant’s manager can immediately address the issue with staff, ensure that the guest is compensated, and take steps to prevent similar issues from occurring in the future. This kind of responsiveness not only improves the guest’s experience but also demonstrates to customers that their feedback is valued and acted upon.

Example: Real-Time Action in Hospitality

A leading hotel chain implemented real-time mystery shopping feedback to monitor their check-in process. When a mystery shopper reported a long wait time at the front desk, the hotel’s management was notified instantly. Within minutes, additional staff were deployed to the front desk to assist with check-ins, reducing wait times and improving the overall experience for guests. This quick response not only solved the immediate issue but also demonstrated the hotel’s commitment to delivering a seamless customer experience.

Maximizing the Value of Mystery Shopping

Mystery shopping, when used correctly, is a powerful tool for understanding and improving customer experience. However, its value lies not just in the findings but in how those findings are used. To truly maximize the impact of mystery shopping, businesses should integrate the insights gained into their broader customer experience strategy.

Here are a few tips for making the most of your mystery shopping program:

  • Align with your customer experience goals: Ensure that the purpose of your mystery shopping aligns with your broader CX strategy. Focus on the moments that matter most to your customers and how you can operationalize those moments into your business.
  • Act on insights in real-time: Use technology to gather real-time feedback and take immediate action to improve the customer experience. The faster you can respond to issues, the more effective your CX efforts will be.
  • Use real customers as mystery shoppers: Gain a more authentic view of your customer experience by using real customers as mystery shoppers. Their feedback will provide valuable insights into what truly matters to your audience.

The Bottom Line: Customer Experience is Key

In an age where customer experience is the key brand differentiator, businesses cannot afford to ignore the value of mystery shopping. By defining the right purpose, using the customer’s perspective, and acting on insights in real-time, organizations can gain a deeper understanding of their customer experience and make meaningful improvements that drive loyalty and success.

Remember, as Mark Twain once said, “It is wiser to find out than to suppose.”

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