Mystery Shopping ROI, Employee Dress, Mobile Roleplays


Welcome to the Confero Connector Newsletter! It is delivered free to your e-mail address. This publication offers insight into customer experience measurement best practices and initiatives. You may subscribe or unsubscribe at any time.   

If you have a suggestion for an article topic or a question you would like answered, please feel free to contact us!     

How to Calculate ROI for Mystery Shopping    


As 2012 budget time approaches, companies have one priority when choosing what items to include in their budgets: ROI. Now, more than ever, companies are assessing carefully how every service that they use contributes to ROI. Many service providers claim their offerings tie directly into ROI; however, they don't clearly outline the numbers.


Managers need hard numbers to justify purchases, and mystery shopping services are no exception. Whether a company has been using a mystery shopping program for a long time, or is considering one for the first time, estimating ROI can help weigh the costs vs. the benefits of the program.

Companies measure ROI for mystery shopping in two ways:
  1. Measure the impact of suggestive selling in terms of increased revenue.
  2. Estimate the number of referrals, and resulting sales dollars, that come from improved customer service quality.
Read the full article here.

What Happens When Employee Dress Does Not Mirror Your Brand?     

employee dress code

No manager wants to be in this situation: An employee arrives at work wearing something that does not fit with the company dress code. When this happens, usually the manager talks to the employee about what not to wear to work. Whether the inappropriate clothes are flip flops or short shorts, the conversation is necessary because most managers acknowledge that employee appearances go hand in hand with a positive brand.


Employees are your brand, regardless of whether front line associates interact with loan customers, restaurant diners or car owners. Employee appearances matter because they impact customer experience. Within the retail environment, uniforms and consistent dress codes allow customers to easily identify the employees who can assist them. Formal business attire can inspire confidence within banking, financial service and automotive sales environments.

Read the full article here.

Easy Telephone Training--Introduction to Mobile Roleplay   

telephone training

Telephone mystery shopping allows managers to learn details of employee-customer telephone interactions. Are associates placing clients on hold too long? Do they sound enthusiastic? Is the information in compliance? We have seen clients who use telephone mystery shopping in a variety of ways:

  • Financial service and banking mystery shops measures if customer service representatives invite prospective customers into the branch to open a checking account.
  • Law firms mystery shops help identify if associates provide accurate information on services. 
  • Restaurant and bar mystery shops monitor employee phone skills when handling reservations.
  • Healthcare, medical practices and doctor's office mystery shops learn if associates provide clear information, invite the caller in for a visit, and encourage prospective patients to choose their medical facilities.
  • Automotive companies want to listen to associate calls to learn how they handle inquiries. They want to ensure that associates handle calls well, in order to gain more business from those "calling around" for prices on automotive services.

Read the full article here.

August 2011: Low Hanging Fruit: These Stats Show Opportunities to Best the Competition

picking pears  
  • Financial institutions did not meet the needs of over 30% of their customers in 2010.  A survey of 5,000 financial services customers in seven countries also revealed that 35% of dissatisfied financial services customers never made a complaint to someone at the financial institution. For a midsized bank, this represents a revenue risk of approximately $243 million. 
  • Restroom conditions alone can determine if a customer will visit again.  A recent study conducted for Cintas Corporation revealed that 94% of customers would not return to a business if they encountered dirty restrooms on their last visit. The most common types of locations (with dirty restrooms), that customers would avoid include restaurants and hotels, both with 79%. Survey respondents also cited other business with unclean restrooms that they would avoid including, car dealerships, retail stores, supermarkets, and healthcare facilities. 

Read the full article here.     

August 2011

Issue: 18     
In This Issue
How to Calculate the ROI for Mystery Shopping
What Happens When Employee Dress Does Not Mirror Your Brand?
Easy Telephone Training--Introduction to Mobile Roleplay
August 2011: Low Hanging Fruit: These Stats Show Opportunities to Best the Competition


New Word to Know  



Integrating game dynamics (for example points, leader boards, challenges, and the ability to earn points and trophies) into website, service, community, content or campaign to drive community participation. This strategy plays on an individual's need to be rewarded, gain status, and earn achievements.    


Mystery Shopper Comments of the Month

Chat Blue Icon


What would you do if a customer made one of these comments about your location or about one of your employees?


"The cashier was very friendly and courteous throughout the entire interaction. She was attentive to my needs. I was served quickly and the food was hot. I will come by when I am in the area again."


"I called the store at 4:55pm. A female voice answered the phone on the first ring, and the only thing I understood was, "Can I put you on hold?" I was on hold until 5:05pm, which is when I hung up the phone. No one returned to the line to apologize for the wait or ask what I needed."


How Can We Help Grow Your Business?

About Us: Confero Movie 


Customer Experience Services 


Mystery Shopping


Telephone Mystery Shopping


Customer Surveys IVR/Web


Customer Exit Interviews


Reports & Insights


Performance Consulting


Employee Recognition & On-the-Spot Rewards


Competitive & Business Intelligence


Compliance Audits  

Connector Archive

July 2011   

June 2011 

May 2011
April 2011 

March 2011 

February 2011 

January 2011 

December 2010 

November 2010 

October 2010 

September 2010 

August 2010 

July 2010 

June 2010 

May 2010 

April 2010 

March 2010 

Join Our Mailing List 


 Find us on Facebook      

Follow us on Twitter  

All of us at Confero hope you enjoy this newsletter.  Feel free to share this information with colleagues and friends.  We would appreciate your comments about the articles and suggestions for future issues.


Elaine Buxton

President & CEO


Confero, Inc.   535 Keisler Drive, Suite 204     Cary, NC 27518

(t): 800-447-3947     (f): 919-380-7136