We all experience it. None of us are immune to it. We call it Insider’s Blind Eye. IBE is a process that occurs over time as we get so immersed in the day-to-day operations of our companies that it becomes impossible to step back and take an objective look at ourselves from our customers’ perspective.
There’s nothing more eye opening than actually seeing your company through your customers’ or prospects’eyes. And one of the best ways to make this happen is through a secret shopper.
Secret shoppers are the best of all worlds. They are impartial, and they experience your company just as an actual customer would. But as professionals, they understand customer service, marketing and your company well enough to notice those little things that the average customer would feel but might not be able to articulate. A savvy secret shopper can help you identify areas where you lose sales, can improve retention or even add new services.
Don’t try to take the shortcut on this. Your mom or next-door neighbor are not good choices as secret shoppers. You want secret shoppers who can help you analyze your customers’ experiences and enhance those experiences as they relate to your bottom line.
Don’t think secret shoppers are only viable for retail businesses. We have successfully used secret shopping strategies for clients in various service, high-tech and manufacturing industries.
Like all well-crafted research initiatives, a well-defined secret shopping strategy can dramatically change the way you do business… for the better.
If you need some specific recommendations, feel free to contact us.
Until next month…
