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Article: What's the Mystery.(improving customer service through the use of mystery shoppers)(Column)
- Article from:
- ABA Bank Marketing
- Article date:
- September 1, 2001
- Author:
CopyrightCOPYRIGHT 2001 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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Evaluations acquired through mystery shopping can help your bank pinpoint service-delivery weaknesses and enhance your sales culture.
Mystery shopping is a powerful tool that banks can use for a variety of purposes, including strengthening sales culture and improving customer service.
The technique uses a professional "shopper" who contacts the bank, either in person or on the telephone, and conducts a transaction--such as asking a question, inquiring about an account or opening an account. Immediately after completing the shop, the shopper completes a questionnaire describing the service provided by the employee. The evaluation can be repeated ...