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Article: Solving mystery shopping. (includes related article on techniques for conducting successful employee contest and guidelines for effective mystery shopper program)
- Article from:
- Bank Marketing
- Article date:
- June 1, 1998
- Author:
CopyrightCOPYRIGHT 1998 Bank Marketing Assn. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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It's an old truism: You never see yourself the way others see you - and, if you're a bank, the way others experience you. Mystery shopping puts you in your customers' shoes. You may be surprised what you find out.
Competition within the financial services industry is fierce. Often banks, credit unions, insurance companies and brokerage firms go after the same business, spending vast sums to woo customers. But who really knows what keeps customers loyal, or conversely, what motivates them to jump ship? Is it price, convenience, product or service availability or something else? In reality, very few banks know the facts. Instead, they operate on assumption.
And ...