As your brand grows, so too will the various offerings you provide to consumers. Regardless of the what kind of expansion your team is engaging in, it is important that organizational leadership is ensuring that these extensions retain your desired brand identity. Whether it is a new product, menu item, coupon code, sign-up process etc., it can be challenging to align a new system with your existing structures. Measurement programs can serve as a helpful tool in these situations, because they allow your team to capture instantaneous feedback about the effectiveness of these new frontiers. If your brand is currently testing out any sort of new program, apply a mystery shopping or other assessment program to better understand the effectiveness of this novel initiative.
While most Customer Experience leaders already have a program like mystery shopping in place to measure their existing status, developing new programs as new products or platforms are rolled out will ensure that your team stays on message. If your brand has never tried Customer Experience measurement in the past, then starting off measuring a new aspect of your organizational identity is a good jumping off point to collecting these key drivers for CX improvements. There is an inherent risk involved when implementing any new idea, and self-assessment can serve as an important insurance policy.
There are a few common approaches to measuring the effectiveness of a new program, but the most important aspect to consider is customer satisfaction. Understanding a patron’s willingness to recommend this new product, service or process to their personal network of friends and families helps your leadership prescribe the appropriate course of action. At Second To None, we apply the Net Promoter Score philosophy to our measurement programs, providing a quantifiable value to each individual’s satisfaction levels. We do so by asking, “On a scale of 0-10, how likely are you to recommend our brand to your friends or family?” For pilot programs, we specify the question so that we get an accurate reflection of that new brand aspect and compare that with the overall satisfaction score for your organization. This approach requires asking the NPS question multiple times throughout the customer journey, granting your team with influential information regarding each of these steps.
Regardless of the industry you encompass, stagnation can be damaging to the overall success of any brand. As a result, organizations are always coming up with new ideas to provide optimized value to customers across every channel. This customer-centric, omnichannel approach requires a significant investment of time and energy, but the corresponding customer relationships formed serve as a foundation for continued growth and success. As your organization expands its offerings and implements new ideas, make sure that these programs remain consistent with your brand message by measuring them with a mystery shopping program. In doing so, you are positioning your employees to succeed by providing them with a trove of valuable data, as well as optimizing the value provided within each individual interaction a consumer has with your brand.
Second To None empowers customer-centric brands to deliver consistent, intentional and authentic consumer experiences.
We adeptly design and manage mystery shopping, compliance, engagement and voice of customer solutions grounded in strategic relevance, program integrity and actionable insights. Our solutions are developed on the basis of solid research and statistical science. We achieve success through a relentless focus on quality and innovation, consultative relationships and a talented team of professional associates.