Mystery shoppers can directly contribute to better customer service levels resulting in increased sales, says Polarn O. Pyret. The Swedish retailer of babies and children’s clothing uses the services of customer experience specialists React CX to develop and support standards of in-store service across its 19 branches in the UK.
React CX sends mystery shoppers to look for clothing for their children or as a gift, requiring advice by store staff. The quality of service received is assessed according to a number of criteria, including suitability of suggestions by staff, their knowledge of best sellers and of the full range of organic cotton clothes, in their distinctive colourful prints and patterns.
“The information we get back from React is invaluable for managing staff and service levels; to ensure that performance is consistent with the training received. There is a direct link to increase in sales and improved levels of customer experience.”
“We have seen a consistent pattern of growth over the two years we have used the service. The React team are excellent – helpful, responsive and efficient. They are all very enthusiastic and proactive.”
Mystery shopping enables retailers to uncover and measure the customer experience at each stage of the journey as it unfolds, says Nicky Barrell of React CX; but success depends upon the quality of data collected, effective reporting and implementation of the findings. When a retailer has understood the customer’s experience through mystery shopping and created an action plan, the information should be used to both shape and validate internal training programmes and inform brand strategy.
React CX also provides competitor mystery shopping, as well as customer experience consultancy and satisfaction CX. The MSPA (Mystery Shopping Providers Association) recently awarded Elite Membership to React CXs – the first service provider to achieve this status in the UK.