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The Value of Mystery Shopping Programs

 

The value of mystery shopping programs differs from project to project. Value depends on the extent to which a program meets its objectives and what those objectives are. However, in a general sense, the value of mysteryshopping is clear.  Mystery shopping provides metrics about the customer experience, thus it provides opportunities to benchmark customer experience performance against expectations. Customer experience performance is such an important driver of profitability, supporting mystery shopping a factor that drives profitability.  

The American Express® Global Customer Service Barometer, the results of which were released in early May 2011, quantifies the business benefits of good service and the penalties for poor service, providing more evidence in support of the value of implementing mystery shopping programs.  Good service is not just something Americans expect; it is something they are willing to pay for. American Express says seventy percent (70%) indicate they are willing to spend up to 13% more with companies they believe provide excellent customer service, the survey showed.
 
According to the American Express study, Americans are placing more and more importance on the value of good customer service while, at the same time, they believe the quality of service is slipping. Moreover, says Jim Bush, Executive Vice President of American Express World Service, "Getting service right is more than just a nice to do; it's a must do. American consumers are willing to spend more with companies that provide outstanding service, and they will also tell, on average, twice as many people about bad service than they will about good service. Ultimately, great service can drive sales and customer loyalty."
 
A key finding from the American Express study reveals that 78% of customers have opted to cancel a transaction or did not complete an intended purchase because of a poor customer experience. Conversely, three in five Americans would try a new brand or company for a better services experience.
 
"We see the study as providing further support for the value of mystery shopping," says MSPA North America President Lynn Saladini of ath Power Consulting Corporation. "Mystery shopping enables businesses to measure the extent to which they are delivering on their brand promises through the customer experience and to identify and correct deficiencies. Using the statistics from the study, you can calculate that two otherwise identical businesses would have very different revenue pictures if one had excellent customer service and one did not. If the one lacking in excellent service was a $10 million dollar business, its identical competitor could have revenues of $10.93 million. That $930,000 revenue differential is a compelling argument for using mystery shopping to improve customer service."
 
LATEST NEWS

Increasing Retail Sales with Mystery Shopping

Mystery Shopping is still a necessity for retail businesses that want to increase their sales and provide an excellent customer experience. MSPA members and shoppers bring the customer experience full circle in a way retail business owners can use.


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There are a variety of ways restaurant operators can get a pulse on unit-level performance, but few provide the same unique, objective perspective of mystery shoppers.


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Announcing MSPA-NA’s ShopperFest 2014

October 17-19 at the Hilton Garden Suites Hotel in Orlando, FL. Stay tuned for more information.


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Announcing the MSPA-NA 2014 Conference

October 15 – 17, 2014 at the Sheraton Lake Buena Vista Hotel in Orlando, FL


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Register online to be a mystery shopper-- companies will pay you to make undercover visits to their restaurants and give feedback on customer service. The payout isn't huge, but they'll almost always comp your meal.


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When should you hire a restaurant mystery shopper?

Unbiased feedback can help restaurant operators up their game.


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Koster announces recovery fund for victims of MoneyGram wire transfer scams

Missouri Attorney General Chris Koster Oct. 18 announced the establishment of a national fund to help consumers who were the victims of scams involving Moneygram wire transfers between January 2004 and August 2009.


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New membership category brings cohesion to mystery shopping industry


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Forbes

7 Fun Ways for Retirees to Make Money


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How to Make Extra Money as a Mystery Shopper


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myFOXla

6 ways to make more money without a lot more work


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In the Press

Mystery Shopping Providers Association members reflect on how technology has impacted mystery shopping for the better.


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Better Business Bureau Names “Top Ten Scams” of 2012.


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I Paid Off $90,000 of Debt in Just Three Years


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