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Best Practices for Measuring Your Retail Customer Experience

How Customer Satisfaction Surveys and Mystery Shopping Program Can Work Together. By Chris Denove, Senior VP, Research & Analytics As a general rule, customer satisfaction surveys are a great way to understand how your customers subjectively “feel” about their experience with your retail store, while mystery shopping is the best way to determine how effectively your associates are performing specific processes. The important thing to remember is that customer surveys should never be used to audit the specific processes that comprise your customer experience. The rationale behind this basic proposition is easy to understand if you put yourself...

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