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Kinesis CEM, LLC
Mystery Shopping Best Practices: Questionnaire Design
http://www.kinesis-cem.com/Mystery_Shopping_Best_Practices.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 [email protected].
http://www.kinesis-cem.com
https://blog.kinesis-cem.com/2015/06/30/mystery-shopping-questionnaire-design/
kinesis-cem.com 206.285.2900 [email protected]
Mystery ShoppingBest Practices:
Questionnaire Design
Several Tools are Available to Inspect or Monitor the Customer Experience
However,
No Tool Better than Mystery Shopping to Monitor Service
and Sales Behaviors that Drive Customer Experience Success
“You can expect what you inspect.”
W. Edwards Deming
Best In Practice Mystery Shopping
Identifies and Motivates Sales and Service Behaviors
Which Matter Most
Those Which DrivePurchase Intent
Behaviors Which Matter
the Most
What Sales and Service Behaviors do You Expect from Employees?
Define Objectives
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?
What other specific behaviors do we expect?
Define Objectives
Map Expectations
to
Questionnaire
Define Objectives
Keep it Simple
Anticipate the Analysis
What, How & WhyQuestionnaire Design
Objective Behaviors:
Backbone of Best in Class Programs
Measure & Motivate Expected Behaviors
Key Driver Analysis Linked Behaviors to Purchase IntentQuestionnaire
Design
Subjective Impressions
Rating Scales
Qualitative & Quantitative Perspective
Provide Means of Linking Sales and Service Behaviors to Desired
Outcome (Purchase Intent)
Questionnaire Design
Subjective Comments
Why Shoppers Felt the Way They Did
Qualitative Understanding of What the Shopper Felt as a Result of Customer Experience
Content Analysis Determine Qualitative Drivers of Desired Outcome (Purchase Intent)
Questionnaire Design
Anticipate The Analysis
Questionnaire Design
