Why choose Mystery Shopping over customer comment cards, customer response phone lines and IVR’s (Interactive voice recognition)?
It’s unfortunate that many IVR and customer response providers/vendors have chosen to position customer response surveys as a replacement for mystery shopping. They are not the same types of research tools. Mystery shopping provides an objective, fact-based operational/service evaluation using people who know exactly what to look for before conducting their evaluations. IVR or any form of customer satisfaction surveys capture highly subjective feelings and emotions from customers that did not know they were going to conduct a survey before the visit. They didn’t focus on any particular issues and they didn’t make any notes about the visit.
Why choose Mystery Shopping over customer comment cards, customer response phone lines and IVR’s (Interactive voice recognition)?