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...