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Importance of Mystery Shopping

Autor:   •  November 20, 2011  •  Essay  •  437 Words (2 Pages)  •  1,517 Views

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The salesperson is the most important contact point in a retail store and a key influencer on the shopper's purchase decision

IMPORTANCE OF CUSTOMER'S SATISFACTION

- It costs 10 times MORE to get a new customer than to keep an existing one.

- 1 UNHAPPY customer will tell 5 other people of any bad experience

he has encountered.

- 37% of customers who are dissatisfied with expensive services do not complain.

However, 50% of these dissatisfied customers will never come back.

Satisfied customers…

… buy more and this leads to customer loyalty.

… buy additional products and services

… promote a brand through positive word-of-mouth.

… pay less attention to advertisements of competitors

… deliver more ideas and suggestions.

… cost less because they have already established a relationship with

the company and some processes might already have been standardize

WHAT IS MYSTERY SHOPPING?

The use of individuals trained to experience and measure any customer service process, by acting as potential customers and in some way reporting back on their experiences in a detailed and objective way".

The Market Research Society

BENEFITS OF MYSTERY SHOPPING 

Determine the customer's view of the business.

• Identify the customer's needs and level of satisfaction.

...

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