Mystery shopping: the agent of change

Nigel Cover

Customer service affects every area of our lives almost every day of every week of every year. It is the man behind the till at the petrol service station, the lady in the café serving you the double espresso, and the person you ring to talk through your gas bill. The standard of service you receive from these different people determines your thoughts and feelings – and ultimately purchase decisions – towards retail outlets, services and brands.

THE IDEAL SCENARIO

Picture the scene. You want to purchase a DVD player, but require help in deciding on a model. Entering a store, you are welcomed by staff who listen to your needs and explain all the essential information. You leave the store, purchase in hand, confident the right choice was made, based on great customer service. In future you will return to the store, and recommend it to your friends.