Understanding the Customer Journey using a Holistic Market Research Approach

Your human experience partner

Your Human Experience Partner Who Values Customer Service

More than just providing customer experience analytics, we want to be your human experience (HX) partner.

SeeLevel HX is comprised of customer experience specialists who understand how to objectify the customer experience.  We are skilled at measuring and quantifying the points along the customer journey and interpreting what they mean to your brand. We can translate these into quantifiable data that can be used to develop valuable insights that your business can actually practice.

With over 650,000 mystery shoppers in our proprietary panel, we cover a wide range of industries in both the United States and Canada. From retail and restaurants to service providers and financial firms, we have a repertoire of market research professionals and secret shoppers who know how to assess consumer interaction in these industries.

We also have longstanding partnerships with large research firms that can help them deliver big data to their clients as well. SeeLevel HX Evaluators can capture important interaction points for a multi-channel or omni-channel brand. Our reports will provide you with valuable insights that will help you deliver on your brand promise.

Customer Journey Maps – Customer Journey Analytics Coffee Cup Seelevel

Valuing the Customer Experience

A mystery shop follows the story of a customer’s experience in interacting with your brand. It encompasses every detail of  interaction: from the original lead capture and initial contact phases, to the engagement process and hopefully the formation of a long-term relationship with your customers.           .

A mystery shop is not meant to be a representation of each and every experience; rather, it is a general view of what transpires, or should transpire, during each stage of the B2C interaction.

A mystery shopping report is an objective overview of what transpired during a visit to your brand; it is different and separate from customer loyalty.  Customer loyalty measures feelings, recollections, perceptions and motivations that determine a consumer’s decision in avoiding or engaging with a brand. Mystery shopping measures what actually happened.  The questions are objective and involve observations, not opinions.  You can use it to focus on a particular area of the customer journey or zoom out and look at the entirety of the customer’s experience to find ways to make your brand experience better for them.

Closing the Service Gap with Mystery Shopping

Understanding the customers experience is necessary for any industry.  Projects are typically used to help identify any gaps in service that occur during consumer interactions.  These can occur in multiple areas, including:

  • Online experiences

Having an online presence is a must; however, many companies put up a website just for the sake of it without any consideration for the human experience.

A website browsed on a desktop should not be any different from navigating it on a mobile device. A responsive site should not only look similar but also ‘feel’ the same as an app and / or the physical store.

  • Telephone hand offs 

Management often focus on internal processes to the exclusion of customer service. Different departments in any organization must work in unison in order to better serve their customers and the hand offs between them should be smooth and seamless.

People become frustrated when their concerns are not heard.  If they feel insignificant, they will often redirect their loyalty towards a company who will value their voice more.

  • Physical stores

Most retailers still have some physical presence in brick and mortar and this physical presence should be consistent with online experience as well as by telephone.

SeeLevel HX offers mystery shopping analytics that pinpoint the gaps in service that your customers are experiencing.  Focusing on these gaps will allow you to close them, thereby offering a smooth, consistent experience across all channels.

Mapping Analytical and Anecdotal Data

As customer experience specialists, we offer a balanced view – taking into account both objective and subjective data.  Both data sets are valuable and one should not be used without the other in understanding your brands’ customer experience.  At SeeLevel HX, we utilize data from both sets in crafting a view of the overall CX.

  • Analytical Data

We use a mix of website analytics, social media tools, customer loyalty surveys and mystery shops to provide a more robust view of how your brand performs in the industry.

  • Anecdotal Data

While analytical data can give you the numbers – it is incomplete if you are not clear on the story behind the numbers.  Mystery shopping data provides you with a clearer picture of reality, so that the additional data makes sense within the framework of what actually happens.

It can be difficult to get customers to provide you with the depth of information you need to understand their experience.  Mystery shops provide you with complete, in depth and reliable insights that you can use to make strategic business decisions.

Our job as customer experience analysts is to piece these parts together and provide you with the bigger picture of who you are in the minds of your customers and where you can leverage opportunities.

Creative and Effective Presentation of Mystery Shopping Data

SeeLevel HX is flexible in our output format. We are able to present the mystery shopping data in a stylish infographic, a video, a storyboard, a data table or any other layout you prefer.  The common theme is that they clearly communicate the data we’ve gathered.

Our output highlights both anecdotal and statistical data to ensure we explore and present the most relevant feedback. We focus on telling a simple story, highlighting the strengths and weaknesses in the process and also your competitors processes.

Our reporting is easy to interpret – you won’t need technical knowledge to understand them.  Are you ready to drive a human experience that is unsurpassed?  Explore our industry case studies or contact us now for more information.

QSR
This is some icon box content. Click to change.