Training and Evaluation of Mystery Customer and Customer Satisfaction

This chapter increases the customer service level by expanding the method of application used by mystery customer (MC) and resolves practical and concrete problems concerning the status of the chain stores. The survival of organisations can often be dependent on their customer service level; therefore, there is an immediate need to form a permanent measurement to act as an indicator of that performance. A use case of MC method was applied in order to observe the level of quality service in a large retail network placed in Greece. The results suggested an explicit determination of the factors of satisfied customers through the application of MC method. Action diagrams were used as a performance-importance map to indicate the strong and weak points in terms of criteria and to define the required improvement efforts. MC data showed the points or issues that service activities performance is likely to cause dissatisfaction and enables proactive measures taken on employee performance and classifies the improvement areas determined by the analysis and used as a benchmarking tool.