When we talk about customer experience, it can be easy to get bogged down in semantics. If we started with the abstract idea of customer experience, then parsed out each piece of its meanings separately, we’d quickly realize that customer experience can’t be improved with a single prescription. Each of its many components requires separate criteria from which we can evaluate quality based on all aspects of an in-store experience.
A current critique of the mystery shopping industry is a lack of effective data having to do with aspects of a store environment that can actually be improved at a local level. In other words, when we think of what makes survey results “effective,” we’re talking about what is actionable. Before considering the specifics of what will make data from shoppers’ surveys actionable, first we must define the goal that the program is aiming to achieve.