Shoppers' View Blog

How to Avoid Skewed Survey Data for customer feedback

Many of us have been asked to respond to a short survey after a shopping or dining experience. But how many of us ignore the request unless we’ve had a negative ordeal?

Surveys can provide businesses with valuable feedback on many different facets of the consumer’s experience. But with constant demands on our time, only a small percentage of consumers will fill out a survey, typically when they have either an excellent experience or an awful experience.

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Customer Satisfaction Surveys vs. Mystery Shopping

SURVEY CUSTOMERS OR SEND OUT SHOPPERS?

Clients often ask us: which SV method is right for my business? One of the most common strategy comparisons is customer satisfaction surveys vs. mystery shopping.

It's a discussion that depends on a few factors. We've seen organizations thrive in each method, of course, but there are key indicators that help us predict which may be more effective. Read on to get an idea of whether you need to employ mystery shoppers or surveys to get the data you're after.

DECIDING FACTORS
When considering the following, choose which option more closely fits your organization's current goals, strengths, and position.

Few Locations vs. Many

  • If you have one or two storefronts, you may not need to employ secret shoppers. In this case, surveys can best gauge the temperature of your customer experience.
  • With many locations, you'll want to check in on key stores that create a representative sample. You'll want eyes and ears in your brick-and-mortar (or online!) storefronts, and that's the work of a mystery shopper. 
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