Receipt Surveys vs. Mystery Shopping Programs: Jancyn Inc Says The Verdict Is In

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By most reliable measures measures, a mystery shopping program is much preferred to the receipt style post-visit surveys some retailers are currently using. Jancyn Inc outlines these advantages in detail.

Rising Above The Competition

For businesses that already use a receipt survey program, we now offer an additional way to learn if the investment is being marketed and implemented properly.

All companies are in the business of ensuring that their customers are happy with their services, will return for future visits, and will refer them to others. With the advent of social media, companies also depend on positive reviews posted to sites such as Yelp, Google and Facebook. At Yelp alone, more than 100 million reviews have been received since their inception in 2004. In larger companies with locations across the US and internationally, businesses also want to ensure consistency across all branches and make sure that their customers have similarly positive experiences no matter where they are.

CNBC reported in March 2016 that franchise growth was expected to rise by 1.7% in 2016. States the International Franchise Association, "By most measures, the franchise sector will continue to grow at rates that exceed the economy-wide growth of industries, where franchises are concentrated." This growth in the marketplace means reliable measuring of customer experiences across locations is imperative. What is the best way to do that?

Mystery shopping programs, such as those offered by 36-year established Jancyn Inc, provides detailed insight regarding customer experiences. The reporting done by the base of Jancyn independent subcontractor shoppers is targeted specifically to the needs of the individual companies they serve and the benchmarks they want to measure. This sort of feedback provides a greater level of detail and accuracy as compared to post-visit surveys (such as those found at the bottom of receipts) which can prove to be inaccurate, skewed, and unpredictable. In fact, revealed in a Forbes article by contributor Lydia Dishman, only about 2% of these surveys are completed each year and 80% of customers have abandoned a survey halfway through. 52% of customers said that they would not spend more than 3 minutes filling out a feedback form.

States Vicki Dempsey, Vice President of Sales and Marketing at Jancyn, Inc “Customers today are just plain tired of receipt surveys, particularly as they relate to a multi-franchise enterprise. What is their motive? Is the customer putting in a few clicks for a free cup of coffee or do they have insightful feedback to build brand loyalty? At location 1 in New York City you may receive hundreds of these surveys per month, whereas at location 2 in Davenport, Iowa you may receive less than a dozen. This makes measuring compliance and customer satisfaction via this methodology alone nearly impossible. Our research shows a stand-alone or a combined survey mystery shopping program is the answer.”

Mystery shopping programs can be customized to any extent a client desires. For instance, they may ask mystery shoppers to assume a role as part of their assignment and report back how the location responded to their situation and circumstance. For example, shoppers may present to an office supply store and inquire about wireless printers, stating they are starting their own home-based business. The mystery shopping reports will then outline what printers were shown, what questions were asked, what sort of upselling occurred, and whether warranties were offered.

Ms. Dempsey goes on to say, “For businesses that already use a receipt survey program, we now offer an additional way to learn if the investment is being marketed and implemented properly. Our shoppers will comment on when, how and to what extent the program was explained and encouraged. This can mean the difference between success or a costly disconnect when trying to solicit feedback to involve customers. For a real 360 view of customer satisfaction a Jancyn mystery shop is still the best tool a company can use.”

The verdict? There are many ways to access customer feedback. Some unintentional, Yelp for example, some requested, a receipt survey, and some designed to gain exact feedback for optimizing operational goals, a mystery shop. Partnering with a mystery shopping company is a comprehensive, balanced, and impartial mechanism to gauge this satisfaction and adjust business practices accordingly.

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Vicki Dempsey
+1 408 267-2600 Ext: 300
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