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Mystery Shopping in Social Media June 16, 2012

Posted by Ann Michaels & Associates in Uncategorized.

Mystery shopping has gone from the traditional, onsite type of evaluation to cover a broad range of customer touchpoints – telephone calls, website inquiries, email evaluations, and online chat sessions for customer service. Will social media be the next evaluation for customer service?

It just might be given the prevalence of social media for customer service issues. As customers turn more to company Facebook and Twitter sites for help, mystery shopping may come into play.

Recently a mystery shopping study was conducted to evaluate response times on Twitter related to customer service inquiries. The client wanted to see how responses were handled, and the length of time that passed between the customer’s inquiry and a response. The method of response, whether it was public in the Twitter feed or handled privately through direct message, was also measured.

This is just the first of many mystery shopping programs that I think will emerge based on the way companies are interacting with customers via social media. I anticipate many methodologies being used, from tracking response times in social media to how quickly feedback or opinions generated on social sites other than Facebook and Twitter are found and responded to.  It’s an important tool for customer service and will be looked at more closely in the near future.

Have you had experience with social media mystery shops? If so, feel free to share your experience! Your comments are always welcome!



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