益普索（Ipsos）：设计“更智能”的神秘购物程序-七大制胜步骤（2022）（英文版）（7页）.pdf

1、DESIGNING A SMARTER MYSTERY SHOPPING PROGRAMME Seven steps to success November 2022 AUTHORSNicholas Mercurio John FlestaIPSOS VIEWS WHAT IS MYSTERY SHOPPING?Mystery shopping is an observational research methodology that ensures brands consistently deliver on the promises they make to customers.It le

2、verages trained shoppers to go through product or service interactions across your enterprise and report back with a detailed and objective account of their experience.Mystery shopping helps companies understand what their typical customer is experiencing,which staff behaviours should be acknowledge

3、d or rewarded,and which parts of the sales or customer service journey can be improved.The results are aggregated and used to identify and remedy systemic breakdowns of the desired and intended customer experience.When used effectively,mystery shopping research can be a powerful performance manageme

4、nt tool that creates awareness around important standards/initiatives and drives organisational behaviour change all in the spirit of better serving the customer.However,in our experience of designing and implementing enterprise-wide mystery shopping programmes,we often find that organisations are m

5、isusing the methodology.This results in a programme that does not deliver tangible value to the business or meet the needs of programme stakeholders.So,while its important to understand what mystery shopping is and how it can benefit your organisation,its also important to understand what mystery sh

6、opping is not:It is not a way to spy on employees to catch them in the act of doing something wrong.It is not a replacement for Voice of the Customer(VoC)measurement or other forms of direct customer feedback.(Nor is Voice of the Customer a replacement for mystery shopping.)Mystery shopping is not l