From Apple to McDonald's, the world's most successful brands scale through their ability to standardize. New York or New Delhi, Manchester or Mysore - walk into one of their stores, and you can expect the same experience and quality of service.
Ensuring standardization takes a relentless focus on measurement of customer experience, and mystery shopping is a key tool in the kit.
A customer's experience depends on a variety of factors such as the ambience, quality of interaction with the staff, facilities and infrastructure, the billing process and many other aspects of customer service.
Our mystery shopping process objectively measures the customer's experience by simulating a customer visit to your store, restaurant, branch or any such location. Mystery shoppers who match the profile of your target audience visit locations secretly as customers, and measure the key parameters of their experience on dozens of objective and subjective parameters.
We deploy technology to collect the data in a realtime, reliable, transparent and media-rich way. A weighted average indexing process then translates these measures into an index that you can use to objectively evaluate the quality of execution at your locations. Measurements and insights are reported at a location level, and can also be aggregated at any level of organization structure or geography. Detailed subjective analysis in reports provide a customer's view of their experience.
Price checks are used for two purposes - Measuring channel pricing for own products in order to drive pricing discipline, or measuring pricing of competitors to create pricing strategies and schemes and offers.
Enforcing pricing dicipline in the Channel is critical for avoiding customer confusion, for discouraging price-hunting shopping behaviour among customers, and for maintaining the channel's financial interest in proactively and enthusiastically selling a brand's product.
Channelplay conducts what are called Price Checks, or SRP (Suggested Retail Price) audits or MOP (Market Operating Price) audits in which a customer attempts to purchase a product at the best possible negotiated price. If the price offered violates a brand's pricing guidelines, brands can use various incentivization/disincentivization methods to bring partners back in compliance.
A similar process can also be deployed for competitor products with the goal of discovering their pricing strategies and promotional schemes and offers.
Channelplay's Store Staff Audit evaluates various aspects such as grooming and personal hygiene, communication and selling skills, product knowledge and demonstration skills as well as troubleshooting, negotiating and closing skills in order to identify training needs, evaluate training impact, or to assess if the right people are deployed.
It's common wisdom that retaining a customer is cheaper than winning a new customer, and that a dissatisfied customer can cause significant reputational damage to a brand. The quality of customer service when an issue arises - be it product maintenance, repair or any other issues - is a critical parameter which can strengthen customer brand loyalty if done well, or lose customer forever if it isnt.
Our Customer Service Audits put your service processes to the test by simulating such issues, and measuring the robustness of the process, the responsiveness of the people and the overall quality of customer experience delivered.
The measurements and insights generated are used to correct the process, and can be used for the incentivization of service partners and employees.