· Most customers who have unsatisfactory experiences will not complain… they will just never come back! · Dissatisfied customers are likely to tell many others about their experience, who in turn probably avoid doing business with the offending merchant. · The use of mystery shopping to provide independent and impartial feedback reduces any perception of favouritism in incentive programs. · Mystery shopping helps determine whether customers’ actual experiences are as intended. · Mystery shopping programs can identify areas of training which need improvement and can identify areas of training that work particularly well.
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