Primarily - as with commercial organisations - mystery shopping is used to measure both the tangible and intangible elements of customer service. Such measurement is important because (as they say) “you can’t manage what you can’t measure”.
With more services being outsourced, it is getting increasingly difficult to track and measure how well the contractors are performing. We often work together with contractors and clients to create a mutually agreed service measurement programme. This often means that contractors are comfortable with building in mystery shopping measures to their Service Level Agreements.
Mystery shopping can be used to measure service levels met by customers using all the usual communication channels – telephone, email, face-to-face, letter and website including issues such as first-contact resolution, out-of-hours response, disabled access and language translation services.
There are of course some limitations. Services which are provided to specific groups such as housing tenants and benefits claimants can be mystery shopped but only in terms of general enquiries – it is usually not practical to recruit actual tenants or benefits claimants for calls where actual records will be checked and possibly changed. We sometimes recruit tenants to do the mystery shopping or use Customer Satisfaction surveys.
What is the LGCSB?
Mystery Shoppers Ltd. runs the Local Government Customer Service Benchmark programme, now entering its 11th year, which uses mystery shopping to evaluate local authorities’ customer service in a number of key communication channels. By using standardised criteria, participating authorities are able to see their strengths and weaknesses, and how their results compare to those of others participating, using the average and best scores.
The LGCSB is an effective and cost efficient method of monitoring your customer facing staff. The data collected allows you to praise staff performing well and identify areas that need improvement. If you choose to take part over a series of waves, you can also spot trends in your results. The key to the programme is providing accurate, quantifiable, actionable data, which gives you a unique insight into customer perception of your service.
Why join today?
With more and more services being outsourced, it’s getting harder and harder to keep track and measure the quality of your service. Mystery shopping provides the solution, using the latest tools to measure the customer experience.
Join the growing number of members enrolling in the LGCSB and if you sign up for both the spring and autumn programmes receive a 10% DISCOUNT on your autumn bill.
If you think you might be interested please contact us