Mystery shopping is a prospering business and more and more companies are relying on the shoppers' anonymous feedback to determine how they can improve customer service.In an article titled Spies like us; Mystery shoppers keep eye on customer service The Washington Times, we can learn that mystery shopping has become a "critical marketing tool" used by companies to develop customer loyalty:
More companies are relying on the shoppers' anonymous feedback to determine how they can improve customer service, which plays an important role in business transactions.If the customer has had a bad experience, they're going to go somewhere else,' said Jeff Marr, vice president of Walker Information, which provides research on customer loyalty. 'When it comes to retailing, you're only as good as your last interaction.'
The mystery shopping industry has grown over the past decade as more companies - from small businesses to Fortune 500 companies - have tried to focus more heavily on customer service, officials say. Companies such as McDonald's, Starbucks, Home Depot, Kinko's and Giant Food are just a handful of the companies that use mystery shoppers.The industry has expanded from typical service-oriented clients - such as restaurants, retailers and hotels - to industries like banks, insurance companies, car dealerships, funeral homes and apartment buildings.
"This is a critical marketing tool, said Jeff Hall, who is chief executive of a mystery shopping company in
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