A Bit More on the Importance of Mystery Shopping for Businesses
In 1999, Elaine Buxton discussed the use of mystery shopper reports to implement target improvements within a business with WRAL reporter, Ericka Lewis. “You can look at your income statement or your balance sheet but it’s not going to tell you how you’re doing with your customer,” said Ms. Buxton during the interview. Customers decide if and when they return to spend money with you again. It only makes sense to assess how you are performing in the marketplace, doesn’t it?
Good customer service still makes good business sense now, doesn’t it? While things change, customers still weigh your service against the value and they receive when shopping in your locations. The maxims of good business remain. Of paramount importance among them is “Are you service your customers well?”
Much of this interview is still relevant now!
WRAL-TV Interviews Confero President Discusses Customer Service
Raleigh, NC. — February 16, 1999 —
Elaine Buxton discussed local customer service with WRAL-TV reporter Ericka Lewis , following the annual release of the American Customer Satisfaction Survey. This year’s results showed that after handing out bad service for years, retailers may finally be doing something right.
The WRAL Article –
Secret Shoppers Working to Improve Customer Service
Posted — Updated
Who hasn’t spent minute after minute on hold or received the wrong order at a fast food drive-through? To top it all off, there’s nothing worse than a case of bad attitude.
A new study shows things may be changing.
The American Customer Satisfaction Survey shows we are more satisfied with the services we are receiving. It is the first time in five years there has been any significant improvement in customer service.
After handing out bad service for years, retailers may finally be doing something right. That may be because someone is secretly watching the way they do business.
“They come into our stores and then they will shop and give us a report card every month on how we did,” says Jiffy Lube’s Dave Barnett. “They grade you on telephone [and] write up procedure.”
Secret Shoppers are popping up in even the least obvious businesses. Their goal is to improve customer service after their visit.
“You can look at your income statement or your balance sheet but it’s not going to tell you how you’re doing with your customer,” says Elaine Buxton.
Buxton’s company employs more than 1,000 secret shoppers in the Triangle. Companies, including Jiffy Lube, receive a detailed report on their service after each visit.
And if a happy customer means a return customer, “we’re not going to end it. It’s critical, it’s vital to the business,” says Barnett.
Economists say many businesses began focusing more on customer service after online shopping took off.
Another interesting note; banks fared the worst in the customer service survey.