If you've been watching us for a while, you know that having a well written and optimized website is just one facet of your marketing. You probably also know by now that good marketing is a constantly growing and evolving process—and to succeed, you must be able to drop what isn’t working and pick up new techniques and a constant pace.
The hardest marketing decisions you make will involve choosing what to keep and what to toss. The best way to make the tough calls is by having a ton of information at your disposal—and one of the most useful tactics in this is going undercover to seek out where your customer may be lost along the way.
Here are just a few places mystery shoppers can be an effective marketing tool:
- On your website. You, and even your friends and family, can easily play customer on your website to find the potholes in the road. In a few clicks, you should be able to get information on the navigation, the different services you offer, and the response someone gets when making contact.
- On the phone. Using a call recording service can give you firsthand knowledge of how your personnel interacts with potential customers, including the language they use, the responses they give, and how they handle tough questions.
- Online chat. Ask for help on your own site using a false name. Take notes on the length of response time and how well your approved scripts are being followed. This expensive “extra” in your marketing budget won’t be worth it if it’s ruining your customer’s experience with your firm.
- In person. Mystery shoppers have been used to identify and fix staffing problems for decades. A one-on-one interaction can will allow an outsider to give you valuable feedback, giving you a real-time scenario to use when training your staff.
While there is no simple algorithm to follow, we offer a simple rule of thumb: anything that has been shown to improve the customer experience will be worth it. It is up to you to decide how best to apply your marketing budget to that experience.