Mystery Shopping Business Case


Kinēsis' approach to contact center mystery shopping is designed to identify key sales and service behaviors – behaviors with the highest potential for return on investment. Our approach to contact center mystery shopping, however, does not just identify behaviors with the highest potential for return on investment, it serves as a tool to both measure and motivate these key behaviors.


Mystery shopping identifies, measures and motivates behaviors with the highest potential for ROI.


Kinēsis' approach to contact center mystery shopping helps clients identify profit-based service standards aligned with both customer expectations and the desired brand perception, and motivates agent behaviors supporting these service standards. This approach is critical to align marketing message, performance standards, training content, employee incentives and measurement systems (including mystery shopping) to encourage these behaviors.

Mystery Shopping Objectives

Kinēsis’ profit-based approach to mystery shopping identifies profitable service strategies and reinforces them within the contact center. Unlike services that provide data with no direction on how to use it, Kinēsis delivers customized information that can inform and guide the customer experience.

At the heart of any successful contact center mystery shop program are research objectives linked to organizational benefits:

 

Research Objectives

Organizational Benefits

Measure agent performance relative to service standards. Align agent sales and service behaviors with service standards.
Determine how service standards align with customer expectations. Align service standards with customer expectations.
Coach or motivate agents to perform relative to our service standards. Align employees with service standards.
Determine if the customer experience changes over time. Track improvement and maintain a consistent customer experience.
Determine the relationship of specific service behaviors to a desired business outcome (such as purchase intent or loyalty). Identify service standards and behaviors that will drive this desired business outcome.
Determine causes of both positive and negative customer experiences. Obtain actionable information to improve the customer experience.
Compare sales and service behaviors to competitors. Benchmark the customer experience against the competition.
Identify departments and specific employees who provide the best customer service. Identify leaders and role models within the call center.

Make strategic decisions about resource allocation.
Determine the combination of training, compensation, or other investments in the customer experience with the largest potential for return on investment (ROI). Manage the customer experience from a global context to maximize ROI.

 

Each of the above objectives is married to a specific organizational benefit linked to a desired business outcome (such as purchase intent or loyalty). Kinēsis works with clients to help them identify specific research objectives to advance their business objectives, and identify key sales and service behaviors. Finally, we design customized contact center mystery shop programs to both measure and motivate these key behaviors.

 

A truly comprehensive Customer Experience Management system deals with many interlocking points of alignment. Among the most important are:

  • Company message with customer expectations
  • Customer expectations with company standards
  • Company standards with training content
  • Training content with front-line execution
  • Front-line execution with rewards and incentives