Okay…here comes one of those long-winded posts…lol…This one is about evaluating customer service. But, if you notice, I wrote Part One. I broke it up so it would be manageable.

Still, grab yourself a cup of coffee and pull up a chair!!!

Customer Service,

Customer Service is the driving force behind the secret shopping industry, so of course it is important and is probably the most valued information on a shop’s report.

Customer service is a perceptional experience based on an overall experience. Everyday shoppers feel good or bad about any shopping experience based on what he/she thinks happened during their overall experience. Professional shoppers have an understanding of the difference between an expectation and a perceived expectation. Furthermore, professional shoppers know customer service is based on the merit of any individual shop experience and without prejudice.

1.)The expectation of customer service should be based on the type of shop being conducted. For example: A customer waiting 15 minutes for a hamburger at a drive-thru restaurant might be considered unreasonable. But, a 15 minute wait to speak with a “New Accounts” Rep at a bank might be considered reasonable.

2.)Professional shoppers don’t allow an experience at one location to impair their judgment of another location. For example: Two of the shops a shopper has scheduled in the same day require evaluating the “New Accounts” department at two of the same name banks. At bank one, there was no wait to speak with a “New Accounts” rep, and the interaction between the shopper and the rep went well. Because of the shopper’s experience at bank one, the expectation of bank two could very easily be there will be no wait to speak to a “New Accounts” Rep. Only, when the shopper arrives, they are disappointed to find there are three people in front of them waiting to speak to a “New Accounts” rep, and their wait is 20 minutes. It’s easy to perceive a 20 minute wait to be unsatisfactory customer service because the shopper’s EXPECTATION after bank one was they would have no wait at bank two.

(Article Contiunes Below)

Reversing the situation: At bank one, the shopper waited 20 minutes to speak with a “New Accounts” rep. The shopper took a seat and began reading a magazine until they were called by the rep. The interaction between the shopper and the rep went very well. Then, the shopper goes to bank two, expecting to wait 20 minutes and is ecstatic to find they can get right in to speak with a “New Accounts” rep. Now, the shopper’s opinion of the customer service might be influenced positively by their preconceived expectation based on bank one which was exceeded.

Shops should be evaluated based on the company’s expectations. The bank’s criteria might be any wait over 30 minutes is the point in which customer service is effected. Following the shop’s guidelines set forth by the companies themselves should be the primary base influencing a shopper’s opinion of customer service.

Okay…that’s it for Part One. I’ll give this a few days to absorb.