In 2016 Market Viewpoint celebrated our 20-year anniversary.
Twenty years of creating mystery shopping and customer feedback programs for clients across the United States, Canada and Japan. We’ve learned a tip or two about customer satisfaction.
In those twenty years, the way we do business – and the way YOU do business – has changed tremendously.
Our very first mystery shoppers were recruited through newspaper ads, called on the telephone to be qualified, and then mailed their instructions and report forms through the U.S. Post Office. And then, they faxed their responses back to us!
Yes, the way we all conduct business has changed in twenty years.
A small (very small) sample of things that did not exist 20 years ago:
- Email as normal way of communication
- Social Media
- 2-day Free Shipping
- Online banking
- Drive through pharmacies
- Access to everything on line – especially through use of smart phones and tablets
What We’ve Learned
We’ve learned a lot conducting over 80,000 mystery shopping reports customer and employee surveys.
Customer expectations have adapted to changing technology. But in many ways expectations have stayed the same. Across all industries and in all area of the country:
- Human experiences matter. People like interacting with people. Sure, ordering on line is efficient. But if there is a question or a problem, your customer wants a human on the other side of the phone line or chat box.
- Highly satisfied customers equate to higher sales. But not ‘just’ satisfied. Highly satisfied – and loyal – customers will spend more. These customers will also recommend you more often than those customers who are ‘just’ satisfied.
- Response to feedback matters. If your organization takes the time and resources to conduct market research in focus groups, surveys and mystery shopping, then you must be prepared to react to what is learned.
Deliver Customer Satisfaction – Take Action!
What does your organization need to do to make sure your customer expectations are met?
- Employ courteous, knowledgeable customer service reps. Have them work when your customer needs them to be there, not what is convenient for your organization.
- Focus funds on research to keep your finger on the pulse of knowing what drives your customer to have a highly-satisfied experience. The money spent makes a difference to your sales results.
- Listening and implementing are vital to customer satisfaction. When employees and customers see the changes they suggest, you create the groundwork for higher employee loyalty and greater customer retention.
Remember the old adage – the more things change, the more they stay the same.
Do your research to change what should be changed, and keep in place those basics that are most important to your customer – and your bottom line!
If you liked this article and want more information how mystery shopping can help you to create extraordinary customer experiences, join the Market Viewpoint community by clicking here.
Ready to ‘see’ your customer’s experience through their eyes? Contact us today to schedule a free mystery shopping consultation.