When mystery shopping initiatives fail to meet their potential, it is often because the people who are accountable for the results — front-line employees, supervisors, store managers, and regional managers — were never properly introduced to the program. As a result, there may be internal resistance, creating an unnecessary distraction from realizing the brand’s customer experience goals. It is, therefore, critical to ensure employees throughout the organization are fully informed and have bought into the program before it is launched.

1. Kinesis CEM, LLC
No Surprises: Best Practices in Mystery Shop Program Launch
http://www.kinesis-cem.com/Insights_Mystery_Shop_Launch.shtml
Eric Larse is co-founder of Seattle-based Kinesis, which helps companies plan and execute their customer experience strategies.
Mr. Larse can be reached at elarse@kinesis-cem.com.
http://www.kinesis-cem.com
http://www.kinesis-cem.com/mystery_shopping.shtml
kinesis-cem.com 206.285.2900 info@kinesis-cem.com
No Surprises: Best Practices in
Mystery Shop Program Launch

2. When mystery shopping
initiatives fail to meet their
potential, it is often because
the people who are
accountable for the results -
front-line employees and
supervisors - were never
properly introduced to the
program.
Program Launch
Key to Success

3. Pre-launch communication should
include:
- Definition of the brand
- How employees animate the brand
- Specific behaviors expected
- Copy of the questionnaire
- Procedural questions of how to
communicate program related issues
- Training on how to read reports
- How to use the information
effectively
- How to set goals for improvement
Prelaunch
Communication

4. Surprises create
resistance, and
kills buy-in.
No Surprises In
Mystery
Shopping

5. Positive Communication of:
- Expectations
- Program Administration
- How to use the results to
improve performance
Communication
is Key

6. Position mystery
shopping as a
win-win.
Win - Win

7. Communicate
Desired Brand
Personality
Communication
of Expectations

8. Define what specific
service behaviors you
what to animate the
brand.
Create a list of
behavioral expectations.
Communication
of Expectations

9. Every time a customer
and brand interact, the
customer learns
something good or bad
and adjusts their
behavior as a result of
what they learn.
Employee
Behaviors
Linked to
Customer
Behaviors

10. Provide a central
point of internal
administration.
Program
Administration

11. Provide frontline
personnel with
instruction into the
basic skills of
interpreting a basic
research report.
How to Read
Reports

12. Coaching
Key Drivers of Loyalty
or Purchase Intent
How to Act on
Results
Employee
Behaviors
Desired
Outcome
Key
Drivers

13. Kickoff Letter/ E-Mail
Kickoff Presentation
Self-Help Resources
Shop Results E-Mail
Post-Shop Presentation
Communication
Tools

14. - Define the Brand
- Explain Behaviors Expected
- List Behaviors Observed by
Shoppers
- Detail Incentives and
Rewards
Communication
Content
Define
Explain
List
Detail

15. Proper launching of a
mystery shop program
is critical to its success.
Communication is key –
there should be no
surprises in a mystery
shop program.
No Surprises
In Mystery
Shopping