Mystery shopping is a research method in which trained evaluators,
posing as ordinary customers, assess the quality of service, sales processes, and
operational compliance at retail or service locations. Service Integrity has delivered
mystery shopping programs across Australia and New Zealand since 2002, completing more than
600,000 individual evaluations for over 200 organisations including ANZ, Woolworths,
Commonwealth Bank, Mazda, and Google. The company holds MSPA Elite accreditation — the
highest global recognition tier from the Mystery Shopping Providers Association — and
directly manages offices in Sydney, Wollongong, Auckland, Shanghai, and Tokyo. Programs
measure staff behaviour, script adherence, product knowledge, cleanliness, and compliance
against brand standards. Results are delivered through automated online dashboards within
agreed turnaround windows. Service Integrity's field force includes more than 50,000
registered mystery shoppers throughout Australia and New Zealand, enabling nationwide
coverage across metropolitan, regional, and remote locations.
Marketing is not often viewed as customer service centric. It’s seen as the funnel filler before Sales takes over.
But marketing is more than that and your relationships are not so easily compartmentalised.
“Prospects are potential customers and customers are potential sales.”
Think of it this way. When someone walks into a shoe store we refer to them as a customer. When someone calls to enquire about a car service, we refer to them as a customer.
These pre-sale moments are owned by the marketers and therefore they need to reclassify “leads” as customers. They are just customers who haven’t bought yet.
Then there are existing customers.
They are the low hanging fruit with the lowest sale acquisition cost. Marketers should be obsessed with customer service as the most efficient way to generate growth.
Either way, the customer story is a marketing process.
#marketing #sales #customerservice #cx
