Performance in People - Mystery Shopping


Why should brands invest in Video Mystery Shop?

Thursday 20th June 2019

Video mystery shopping is the most powerful way of experiencing the reality of service being delivered to your customers. This metric is widely used by leading brands to drive customer service improvement and provides valuable, actionable insights.

There are a number of reasons why organisations should consider video mystery shopping as a tool to measure service performance.

  • VMS improves understanding on customer treatment

Major brands are investing millions of pounds each year in marketing activity to build brand awareness and drive footfall into their stores but they have limited knowledge on how customers are being treated. Research conducted by London School of Economics suggests brand advocacy drives growth. It is therefore crucial brands have an understanding into the levels of service being delivered which in turn will drive improvements in key customer experience metrics e.g. Average Transaction Values, Customer Referral and Customer Return Rates.

  • VMS is a cost-effective measure

The amount of money a brand can spend on video mystery shopping varies; this can be anywhere between £300-£500 per store, per year, which is a fraction of the revenue and marketing spend spent per store!

  • VMS provides actionable insights!

The video footage provides a true account of customer service levels which will indicate whether there are any areas staff need further support on. Staff need to be provided with the right tools if there is an expectation to deliver a great customer experience.

  • VMS output is an exceptional coaching tool

When used correctly, video mystery shop output can be used as a tool to coach and develop team performance and shared to demonstrate best practice. Creating a coaching culture within this business will help drive service awareness, staff performance and encourage continuous improvement.

  • Ability to measure staff behaviour with BMS®!

All of PiP’s video mystery shopping programmes have the option to include the award winning Behavioural Measurement Score® metric. PiP recognise that whilst process is still important, it is how the customer feels that impacts the overall experience. BMS® provides invaluable research into how 6 key behaviours and more than 100 corresponding characteristics impact on the customer experience.

  • VMS drives service awareness and highlights the importance of customer service

The level of service a business provides will impact on the customers’ decision. If they receive a great experience this increases the likelihood of them returning and purchasing in the future, whilst at the same time being a promoter for the brand and recommending to family and friends. On the flipside, if the customer enters the store and receives a bad experience, they are 6x more likely to tell someone about it, being a detractor to the brand which can be extremely damaging. Video mystery shopping provides the opportunity to monitor customer service levels to ensure customer happiness.  

Performance in People (PiP) has over 19 years’ experience delivering compelling video mystery shopping programmes to world-class brands across the UK. If you would like to find out more information, contact us directly. or 01983 568080.

Mystery Shopping | Training | Audits | Customer Surveys

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