Mystery Audits

Mystery Audits

In a world characterised by exponential proliferation of new brands and declining brand loyalty, it is but imperative that every marketer is trying to create his unique differentiation with his customers or channel partners. Much of these efforts are targeted at the end consumer, when s/he goes in to purchase the product or service. As a result, Customer Experience Management, as part of the larger Customer Relationship Management (CRM) strategy, is increasingly gaining importance. According to a recent industry estimate, mystery audit in India is an ` 800 Crore annual business, growing at a rate of 30%. From pizza chains to commercial banks, everybody wants to have a real-time understanding of where they can further improve to exceed customer expectations. Little wonder that every kind of service organisations is today using this powerful tool to measure their value quotient from a customer perspective.

mystery audits

In fact, there is nothing more damaging than a group of unsatisfied customers spreading bad words about your products or services. Studies show that every unsatisfied customer who talks about his bad experience to 10 people, you stand to lose 100 potential customers. Well...you can say one cannot please everybody, but you can definitely take some proactive steps to stop losing customers. Mystery audit, in that sense, is not a fault-finding exercise but a fact-finding exercise.

Typically, a mystery audit can deliver, among others, the following benefits :
  • Product quality and vintage is a critical factor in determining the turnover speed
  • Monitoring specific improvement areas on operational issues and service delivery standards help maintain higher brand recall and increased footfalls at the store.
  • Benchmarking internal standards against those of competition.
  • Identifying non-complaint areas against agreed SLAs with your channel partners help you develop a culture of continuous improvement.
  • Evaluate efficacy of your training programmes and identify gaps.

Retail Scan’s tailor-made mystery audit programmes are designed to assess real-time experience of a customer over a real-time transaction in a store, through a combination of objective and subjective evaluation techniques. Quick reporting and deep-dive analysis of key improvement areas enable our clients to take early corrective actions, thereby resulting in a high ROI proposition. We meticulously measure and report on aspects like quality of your sales staff including their product knowledge, efficacy of customer engagement and adherence to standard sales procedures (SSP), product placement in store, nature and type of competition prices and schemes that is denting your sales etc.