Kinesis CEM, LLC

By Design: Mystery Shopping Design Aligned with Brand Objectives

https://http://www.kinesis-cem.com/Insights_Mystery_Shop_Questionnaire_Design.shtml

Eric Larse is co-founder of Seattle-based Kinesis, which helps companies plan and execute their customer experience strategies. Mr. Larse can be reached at elarse@kinesis-cem.com.

http://www.kinesis-cem.comhttp://www.kinesis-cem.com/mystery_shopping.shtml

kinesis-cem.com 206.285.2900 info@kinesis-cem.com

By Design: Mystery Shopping Design Aligned with Brand Objectives

Key to Mystery Shopping ROI

Thoughtful Design Process

Include Call to Action Elements

Introduction

“If you don’t know where you are going, any road will get you

there”

OverallObjective

- Lewis Carroll

First, Define the Objectives of the Customer Experience.

Overall Objective

Ask:

How do you want the customer to feel or act

as a result of the experience?

Overall Objective

Do You Want the Customer to Have

Increased:Overall

Objective -Purchase Intent-Return Intent-Loyalty

This Overall Objective Becomes the Dependent

Variable in Key Driver Analysis to the Strength

of Relationship to Service Attributes

Key Driver Analysis

Assume the overall objective is purchase intent:

Key driver analysis will determine the strength of the

relationship of each service behavior to purchase intent -the stronger the relationship

the more important the behavior.

For Example

Brands Have Personality

Ask yourself, how would we describe

our brand?

Define Brand Personality

List adjectives you would want customers to use to

describe your brand.Define Brand Adjectives

ProfessionalInformativeKnowledgeableHelpfulFriendlyEfficient

For Example:

Definition is Simple

Measure Brand Adjectives

Ask mystery shoppers, based on the experience, if they

would use each of your adjectives to describe the

brand.

Measurement is Simple

Measures Alignment toyour Brand Adjectives

Define Brand Statements

Ask yourself, how do we want customers to

describe us?

-We are dependable.-We are accurate.-We have our customers’ best interests in mind.-We provide prompt service.-We are willing to help customers.

For Example:

Definition is Simple

Measure Brand Statements

Simply ask mystery shoppers their agreement with each of

the brand statements.

Measurement is Simple

Measures Alignment toyour Brand Statements

Next, Identify Service Behaviors You Expect

from Staff

Service Behaviors

Define Service

Behaviors

Some of the questions you might ask yourself look like this:

What specific service behaviors do we expect?

When greeting a customer, what specific behaviors do we expect from staff?

When meeting with customers after the greeting, what specific behaviors do we expect?

If a phone interaction, what specific hold/transfer procedures do we expect (for example asking to be placed on hold, informing customer of the destination of the transfer)?

Are there specific profiling questions we expect to be asked? – If so, what are they?

What closing behaviors do you expect? How do you want employees to ask for the business?

At the conclusion of the interaction, how do you want the employee to conclude the conversation or say goodbye?

Are there specific follow-up behaviors that you expect, such as getting contact information, suggesting another appointment, or offering to call the customer?

Questionnaire Construction is Simple:

Putting it All Together

Reorganize the 4 Elements of the Design Process into a Questionnaire.

Ask Shoppers Their Agreement to Your List of Adjectives

Agreement Adjectives

Write a Question for Each Behavior

Make Sure They Are:

SpecificObjectiveEmpirical

Binary

Service Behaviors

Ask if Shoppers Agree with Brand Statements

Agreementwith Brand Statements

To what extent do you agree with the following statement:

“During this shop, the employees I interacted with were willing to help customers.”

5 = Strongly Agree4321 = Strongly Disagree

Determines the Relationship of Service Behaviors to

Overall Customer Experience Objective.

Key Drivers of Overall Objective

This is the Importance of the Behavior

Key Driver Analysis

Plot Each Behavior By Importance and Performance

Gap Analysis

Behaviors in Quadrant I Have Highest Potential for ROI

Conclusion

“If you don’t know where you are going, any road will get you

there”- Lewis Carroll