Mystery Shopping Takes on Social Media to Evaluate the Social Customer Service Experience

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Customer service is expanding into social media, and companies need to measure service levels in the social landscape to stay competitive. Ann Michaels & Associates has incorporated social media data into core customer experience measurement tools, such as mystery shopping and customer feedback, for a deeper analysis and understanding of the customer experience.

Mystery Shopping Report Displays Performance Data Across All Programs

Companies can utilize social mystery shopping and social data integration with existing methodologies to fully evaluate the customer experience from all angles.

Ann Michaels & Associates has recently launched new services to address the emerging trend of social media sites functioning as a customer service channel.

As social media becomes a method of customer service support, companies realize the importance of evaluating the social experience, just as has been done for brick and mortar and e-commerce businesses. Ann Michaels & Associates noticed the shift in social media being utilized as a customer service touch point recently, as the company has provided social media monitoring services since 2007. What began as a means to monitor and measure customer satisfaction levels in the social space has developed into a tool for identifying and responding to customer needs in real time.

"The importance of excellent customer service, whether it be in store, online, or on social media sites is clearly evident and becomes more challenging as customer touch points expand through social venues,” says Kathy Doering, President & CEO of Ann Michaels & Associates. By evaluating the consumer social media experience in addition to more traditional channels, Doering believes that “companies can utilize social mystery shopping and social data integration with existing methodologies to fully evaluate the customer experience from all angles.”

New services include:

  • Social media mystery shopping: a mystery shopping program can be extremely beneficial to better understand response time, employee knowledge, and consumer satisfaction in social media. Social media mystery shopping can be an inexpensive and efficient method for collecting this valuable data.
  • Social media data incorporation: Traditionally, many companies house data from mystery shopping and customer feedback programs on one portal to allow for efficient data analysis. Data from social conversations can easily be incorporated and housed on the same system, providing deeper insight into overall performance.
  • Social customer service monitoring: social media monitoring data can be incorporated into a mystery shopping program. Identifiable trends in locations, regions, or specific areas will be documented and used to create a discovery and training based mystery shopping program.

As an introduction to these newest services, Ann Michaels & Associates will be hosting a webinar detailing the practical use and implications of incorporating social media into evaluating the customer experience on Thursday, November 20th at 10am CST. Registration is available through this link. A recorded webinar will be made available to those who cannot attend. Those interested in receiving the recorded presentation via email can register at this link.

About Ann Michaels & Associates
Ann Michaels & Associates has provided services to measure, monitor, and maintain the Customer Experience since 1998. The company provides mystery shopping, customer feedback, and social media services to companies across North America. For more information, please visit our website or contact us directly at 866-703-8238.

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Marianne Hynd, Vice President of Operations

Kathy Doering, President & CEO
since: 09/2008
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Ann Michaels & Associates, Ltd.

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