Mystery Shopping has been stuck in time, along with a lot of Customer Service research. These disciplines must ask themselves a key question "Are we asking the right questions?"

1. Reading your customers’ minds
Are we asking the right
questions?

2. Silent movies were cool
But we don’t watch
them anymore.
The Customer
Service industry is
stuck in the silent
film age.

3. We see it differently
As a Mystery Shopping company we are
obsessed with getting to the truth, not just
asking what has always been asked.
But the biggest question is this:
“Are we asking the right questions?”

4. The world has changed
We know Customers
now have a voice,
and a choice.

5. But their voices are not being heard
Although you are
listening as hard as
you can.

6. Customers are not heard because
Customers Lie.
Staff lie.
It happens either
intentionally or
unintentionally.
Ask a customer why they left
a Brand, and usually they
can’t pin point the exact
reason.
Yet decisions are made on
their inaccurate feedback.

7. So what are the right questions?
What should you ask
customers?
What should you measure?
We’ll help you read your
customers’ minds.
Then MEASURE and make
CHANGES.

8. Don’t ask the same bland questions.
• Was the staff member
wearing a name badge?
• Did they repeat back
your order?
• Did they take an interest
in your enquiry?
• Were you satisfied?
• Would you refer to a
friend?

9. Your view of service is different
• Whether you are buying a pizza or a home
loan, you buy different to others – and
expect different things.
• Not all customers like to be served the
same.
• Not all staff expect to serve the same.
• Not all Brands are the same.

10. We start from the beginning.
• How do people buy,
and who buys how?
• People buy sub-
consciously, then
rationalize in the
conscious mind.
• E.g. buying a car

11. The sub-conscious defines
• What people do
• Context
• Unmet emotional
needs
• Emotional appeal
• Communication
styles

12. The conscious defines
• What people say
• Content
• Rational features
• Rational appeal
• Communication
styles

13. Neuroscience of consumers
• Emotions are a significant driver of decision making and
purchase behaviour.
• Especially true if:
– the decision is based on biological and social needs including food,
safety, inclusion and financial security.
– the decision maker is under stress.
– rational features are similar.
• Furthermore, the “value” is largely driven by emotional core
beliefs.
• Customer value propositions and staff behaviours need to
address both explicit rational needs and implicit emotional
needs.

14. Step 1 - Segment
We profile our shoppers
into Neuro-segments
based on their sub-
conscious buying biases
(Core beliefs)

15. Step 2 - Profile
• We profile those shoppers
who are also your customers.
• Match your brand users to
their core purchase
behaviors.
• Do they want Speed?
Dependability? Process?
Conversation? Data? Trust?
You can’t do it all.

16. Detailed example - Banking

17. Mapping emotional drivers to brand
• Foundational research over
the last 18 months has
provided a sufficiently large
database to allow deep
dives into the core belief
segments and map them
onto the positioning canvas.
• This helps identify market
growth and training
opportunities.
• In this example, the client’s
brand (red dotted line)
appealed to the Loyal
Skeptic and Helper
segments, and the easiest
adjacent segment to attract
was the Peacemakers.

18. Step 3 – Design questionnaires
• Determine the right questions for the right
customers, and ask the questions.
• Questions will match the attributes being
sought by your customers.
• Now you can ensure the right questions
are asked in Mystery Shopping and
Customer Surveys.

19. Mystery Shopping
• We are looking for behaviours which can
be measured by anyone, regardless of
their profile.
• Clients can then focus the training and
operations on those core customer service
traits and behaviours.

20. “I’m not sure that applies to us”
• We’ve seen applications from car repair
shops, to Banks through to Department
Stores.
• Every brand attracts a certain type of
buyer looking for certain types of
behaviours; even (especially) in hyper
price competitive markets.

21. Get this right to predict sales
Getting this right
allows you to predict
sales based on
Mystery Shopping
scores.
E.g. increase
Mystery Shop
scores x% and
increase sales by
y%

22. How to connect
Contacts:
Steven Di Pietro
sdipietro@serviceintegrity.com.au
+61405478452
Felecia Bramble
fbramble@serviceintegrity.com.a
u
+61431484574