Performance in People - Mystery Shopping
 
 

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Social Media Mystery Shopping: Why You Need It

Thursday 13th September 2018


Performance in People (PiP) have a long-established email mystery shopping product. However, as everyone will be well aware businesses have had a shift in the diversity of communication channels that customers use. Therefore, PiP have expanded their product into online mystery shopping which then encompasses new channels such as live chat and social media.

Why Do We Need to Look at Social Media?

Social Media is arguable one of the largest communication platforms to exist. From Facebook alone, the stats are astonishing:

  • Facebook messenger has 1.2 BILLION monthly active users
  • Average user spends 35 minutes on Facebook per day
  • 400 new users sign up to Facebook every minute

(Stats source: https://sproutsocial.com/insights/facebook-stats-for-marketers/)

Facebook and other Social Media platforms may have started as originally sharing information amongst friends and family, but over the years it has transformed into a platform for businesses to benefit from especially in helping to market their products and services to both new and existing audiences.

It is therefore only natural that customers after seeing targeted ads on their news feed would then want to interact with the businesses directly on these sites, especially if they are spending time on it already. The customer wants to interact in the way they want that is convenient to them as opposed to the traditional channels such as popping instore or calling up. Moreover, for the customer the conversation then stays in the social media chat, which is very accessible for the customer to re-engage in the future.

The Facebook Messenger Survey recently revealed that 66% of customers in the UK felt more confident about the brand if they were able to message them through Facebook*.  By building confidence in a brand it can have a positive effect on sales. However, by not monitoring these interactions there is a great risk in damaging confidence in customers. For example, conversations maybe occurring which are not in keeping with the business service standards. Moreover, by not even checking whether potential customers have messaged you on these platforms may result in a huge amount of loss sales leads.

PiP Can Help!

PiP are fully aware of the importance of Social Media and the interactions that can happen between businesses and customers. The key is to treat it like any other channel of communication, it needs standards in place to monitor both the quality of the message and the response time.

Here at PiP, we have shoppers located nationwide who will undertake Social Media Mystery Shopping. By using our shoppers, we can ensure the credibility of the mystery shop as they have an established Social Media account to use for it. We capture the response from the centre and mark it against a pre-agreed question report. All interactions are supplied via our online platform along with their score on the question report.

From using Social Media Mystery Shopping, you can:

  • Help identify where loss leads are occurring, therefore allowing you to put measures in place to stop this
  • Ensure consistency across the network’s social media accounts
  • Ensure questions are answered correctly across the network
  • Ensure responses are answered in a timely manner according to service standards

We are finding that many businesses have no idea of the communication that is occurring between their network’s Social Media accounts and customers. By implementing a Social Media Mystery Shopping programme, we can help you uncover what is happening and implement formal standards.

If you are interested in hearing more about this social media mystery shopping, or any other products PiP offer, contact us today: enquiries@performanceinpeople.co.uk or 01983 568080.

*Source: https://www.facebook.com/business/marketing/messenger

Mystery Shopping | Training | Audits | Customer Surveys

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