News: Attention Retailers: Mystery Shoppers Are So Yesterday

October 22, 2012 | The Queensland Times

Article Excerpt:

OLD school once-a-month mystery shopper programmes are well past their use-by date as a tool to understand and improve customer satisfaction, according to Empathica ANZ managing director Andrew Baird. “It’s a model that served its purpose for many years,” he said. “As an operational audit tool, it still has a role, but as a customer satisfaction tool it is fraught with inaccuracies. “It is expensive, statistically unreliable and slow. Today, we can tap into real-time consumer feedback, use that to help our retail clients shape their service into what really matters and help turn their customers into true advocates for their brand.” read more »

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