Mystery shopping and customer loyalty
Did you know it costs a business about 5-25X more to acquire a new customer than it does to sell to an existing one? Not only that, but existing customers spend 67% more than new customers. In short, customer loyalty really pays off – and customer loyalty programs end up paying for themselves.
Let’s describe the way how Mystery Shopping researches influence customer loyalty.
Consumer loyalty is a conceptual idea that contains different factors: item quality, the quality of the service provided, the place where the good was bought and the cost of the item or service and so on and so forth.
Customer satisfaction evaluates the degree to which the services of a company meet customers’ expectations. It includes the level of service across the entire buying process and the quality of the product itself.
Mystery Shopping research of customer loyalty uncovers aspects which determine reasons and motivation for a customer’s decision to buy a product. As a result, it allows predicting possible behavior of the target audience in the future. Customer satisfaction survey displays the level of customer satisfaction/dissatisfaction with each particular component of service in general.
Research on customer satisfaction involves not only loyal clients but also potential customers, who use similar products or services.
What are the main values of customer satisfaction research?
- They uncover the determinants of the client’s behavior and satisfaction.
- They give an answer to the question of increasing or decreasing the popularity of some particular goods.
- They affect a company’s ability to meet client requirements for quality service.
- They help to develop an effective strategy for product promotion: from positioning, analysis of competitors to improving the unique selling proposition.
In addition to the results of Mystery Shopping research, you may use these 8 pieces of advice of “How to keep customer loyalty”
- Use a simple points-based system.
- Use a tier system to reward initial loyalty and encourage more purchases.
- Structure non-monetary programs around your customers’ values.
- Partner with another company to provide all-inclusive offers.
- Make a game out of it.
- Be as generous as your customers.
- Develop the program from the very beginning
- Build a useful community for your customers.