Brand consolidation through telephone mystery shopping.
A nationwide motor group needed to identify and measure the gaps in its brand offering in service departments throughout its branch network.
We carried out mystery shopping research by phone to each branch several times, focussing on the initial customer contact. The research uncovered a wide variety of levels of customer satisfaction, staff performance and branch performance.
The results for our client:
· They identified where potential sales were being lost though poor customer service at the initial point of contact.
· They used the customer experience data to make sure there is consistency in the level of customer service across the group.