Ghost shopping for assuring service performance

You might have designed a customer service in the past to assure customer satisfaction. Have you ever done an “oil-check” of your service-engine after that?

Designing a customer service system is one thing, delivery of the same is completely another issue. Design is about a plan, the architecture of flow of service to customers. Delivery is about executing the plan and ensuring that happy customers are created in reality. Without intermittent auditing, delivery level may swing up and down no matter how great your service design is. Ghost shopping is a simple way of finding out whether your service delivery is still making happy customers or not.

Often dubbed as “Mystery shopping”, this audit technique requires the anonymous auditor, usually assigned by the company, to pose as a customer and make him/herself feel the same experience as an actual customer would have felt in the process. When auditing is done, he/she usually prepares a report and locates areas of improvement as well as strengths.

How simple it may sound like, ghost shopping can yield important information about a company’s service performance, empathy of its service personnel, quality of complain handling, and much more. The same can be measured for competitors’ as well!

While many private enterprises do ghost shopping in Bangladesh, we need to make it a standard practice for many others. How about proposing ghost shopping for public enterprises?

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About 1mmarketing

Working as Associate Professor, School of Business, United International University, Bangladesh; a North-American graduate, with doctoral studies from UUM, Malaysia; cherishing a wide-view of the world, with multiple interests in culture, people, traveling, and specifically marketing science. I have a colorful and diversified background with a blend of corporate experience, research, consulting, training, public speaking and teaching. I love to write about marketing issues that affect our lives, and talk about its direction that would promote the greatest human welfare.
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