{"id":8714,"date":"2023-06-07T07:29:04","date_gmt":"2023-06-07T07:29:04","guid":{"rendered":"https:\/\/nortonnorris.com\/?p=8714"},"modified":"2023-06-07T07:41:17","modified_gmt":"2023-06-07T07:41:17","slug":"using-mystery-shopping-to-improve-cx","status":"publish","type":"post","link":"https:\/\/nortonnorris.com\/using-mystery-shopping-to-improve-cx\/","title":{"rendered":"Using Mystery Shopping to Improve CX"},"content":{"rendered":"
In June 2022, Norton Norris (Nn) launched a comprehensive mystery shopping initiative for a nation-wide group of supplemental education centers. The project was commissioned by the client\u2019s central office to support their franchisee\u2019s efforts to deliver superior customer service while maintaining the highest level of ethics and integrity during their initial program presentation to the student and parent.<\/p>\n
Working together with our partner\u2019s leadership group, the Nn team created a shopping form that mapped the path a parent would take when inquiring about enrolling their student in the supplemental education program at one of their centers. This included a myriad of customer service data points (e.g., response time to the inquiry, ability to build rapport, taking a genuine interest in the child) as well as sales-oriented feedback like asking questions to understand the family\u2019s current situation and needs, explain the enrollment steps.<\/p>\n<\/div>\n
The result was a thorough interview that evaluators would participate in, record the conversation, and then complete 80+ questions. The individual questionnaires were available immediately to central office leadership and the trends were graphed and highlighted via custom dashboards.<\/p>\n
After 4 months of shopping and the completion of 57 mystery shops, the Nn team tallied initial results and trends, met with client leadership and then paused shopping shortly to allow client to socialize the results with their franchisee\u2019s. Using the results from the first four months of shopping, their trainers called a \u201csafety stop\u201d of sorts and stressed to their 80+ centers
\nthe extreme importance of building rapport, explaining the steps to enroll, and taking a genuine interest in not only the customer\/parent, but also the student\/client.<\/p>\n
Two months after their leadership chose to heighten awareness of this simple but impactful shift, the Nn team pulled results and crafted the comparison chart below. The results underscore what can be gleaned from mystery shopping and how quickly it can be leveraged to improve performance.<\/p>\n
Time Period<\/th>\n | CX Score<\/th>\n | Steps to Enroll Score<\/th>\n | % Who Built Rapport<\/th>\n<\/tr>\n |
---|---|---|---|
Months 1-4<\/td>\n | 69<\/td>\n | 49<\/td>\n | 39%<\/td>\n<\/tr>\n |
Months 5-6<\/td>\n | 90<\/td>\n | 73<\/td>\n | 92%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\nWant to Learn More and Speak with Nn\u2019s Client Partner? We can Facilitate a Quick Call.<\/h3>\n","protected":false},"excerpt":{"rendered":"In June 2022, Norton Norris (Nn) launched a comprehensive mystery shopping initiative for a nation-wide group of supplemental education centers. The project was commissioned by the client\u2019s central office to support their franchisee\u2019s efforts to deliver superior customer service while maintaining the highest level of ethics and integrity during their initial program presentation to the student and parent. Customized Mystery<\/p>\n |