Can Mystery Shopping Raise Customer Service levels?
You are a service organization – part of the “People’s industry” where services are offered to prospective customers..
But first there is a need to distinguish between
Service and customer service.
Service is what the customer expects from the organization and pays
for it. Customer service is the level of responsiveness
experienced by the customer.
In this cutthroat world of high competition, how does a service organization
maintain its service quality? Beyond doubt, it is the service level which
drive’s the ultimate bottom line of any organization i.e. profits. Is the
organization delivering the promise, after enabling the promise through
internal marketing and Setting the promise through external marketing?
For one, the feedback forms that we fill in when we fly that glitzy airline,
or shop in a supermarket store are good examples of the efforts service
organization put in to maintain the service quality cycle. Customer Feedback
forms sent to exclusive and privileged customers (for example, by leading
hotel chains) are yet another method to judge the delivery of promise.
I would like to share my personal experience of working as a Customer
Service Manager in Multinational Express Logistics & Freight Company in
Chennai Depot, India, few years ago. When I joined the organization, I was
pleasantly introduced to a Quality Auditing and Monitoring system for
Customer Service in Place for the first time. What was this? Mystery
Shopping; carried out by an independent centralized agency. When you hear
this term what comes to your mind? A shopping bag with some mysterious
products? No, it was a process with the objective to
improve the internal customers i.e. the employee customer service awareness.
The aim was to provide my organization, through the tool of questionnaires
and detailed narratives, an unbiased opinion of how they are perceived by
the customer. The idea was also to get more realistic picture of how the
customers perceive the company.
Let's look at the result in first quarter. The mystery shopping scores of
Customer Satisfaction Index for my depot was the lowest; about 55% in the
country, when I joined the organization, whereas the desired level was 95%.
And here we were competing with the top depot which scored about 94 %
consistently. It was like looking into a mirror and I was reminded of the
saying “Mirror Mirror on the wall, who is fairest of them all”. In our case,
the mirror came up with the ugly picture of our service delivery and
reflected the bottle of woes our poor customers were facing day in day out!
Call handling – poor, low product knowledge, lack of empathy, lack of
ownership. All but the final nail in the coffin destined towards graveyard
of poor customer service.
On the other of end of the spectrum of monitoring the customer service
levels, was the Customer Service Feedback form sent out by the Centralized
Marketing department to all the Top A category customers. This gave us a
very rosy picture of our service quality levels with only few areas of
concern!
We were in a catch 22 situation, do we listen to the voice of our privileged
customer who give us feedback annually or to the independent monitoring
agency who are auditing our services (without our being aware of the same)
over a period. The fact that this was part of the ISO standardization
process, made our task simple.
I realized that we had a situation, wherein my customer service depot had to
listen to the voice of the Mystery Shopping Agency and confirm to the
national standards of call handling. Immediately fire-fighting measures were
undertaken – namely Skills specific training, Motivation, Product updates to
all the new recruits. And a refresher course for the senior customer care
specialists including me.
Was there a turnaround? Yes, our depots Mystery Shopping average score went
up to 91% in the next quarter and consistent average of 90+ % in the
subsequent quarters. This was also reflected in our spectacular growth of
the Premium Products target achievement which was the bread & butter of our
customer service department .The weekly customer call complaint log also reduced. We were well on our way towards excellence in Customer Service and
Satisfaction Index of our customers.
All courtesy the magic of “Mystery shopping”. I am true a “True Raving Fan”
to quote Dr. Ken Blanchard, of this amazing tool. Are you?
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