Fressnapf shows how it’s done

mystery shopping and CX,

the perfect combination

Fressnapf shows how it’s done

mystery shopping and CX,

the perfect combination

In an age of increasing customer focus and innovation, it is essential to try new things and take on new projects. A good customer experience (CX) is what sets companies apart these days. Mystery shopping, on the other hand, is the professional quality test for optimizing service processes. Combining these two disciplines can get the best out of the customer journey..

Mystery meets CX – an unbeatable combination

A very interesting and forward-looking combination: CX and mystery shopping. Fressnapf has brought these two disciplines together and shared their positive experiences with us during Market Research Week.

In a joint webinar, Maximilian Wittmar from Fressnapf, Torsten Bischoffstrate from SKOPOS NEXT and Anna Kaiser from SKOPOS CONNECT, as well as Paul Crämer from Qualtrics, explained the advantages, the approach and also the challenges of the project.

Combination brings great benefits

Combining a CX program and a mystery shopping project has great advantages and is very efficient. By combining objective process feedback and subjective customer feedback, the results obtained can be better explained and an overall picture is obtained of where performance is good and where improvements are still needed. It has also become clear to companies that the combination of CX and mystery shopping is both useful and innovative.

Project by Fressnapf, Qualtrics and SKOPOS

With SKOPOS, Fressnapf and Qualtrics, the perfect trio has been found and together they have started to implement the project. SKOPOS provides the expertise and standardized measurement systems for both disciplines, CX and mystery shopping. Fressnapf is a modern company that is generally open to new ideas and enabled and promoted the implementation of the connection in-house. Qualtrics provides the necessary tool for the implementation, in this case the platform for the integrated consideration of the results of CX and mystery. In this way, the best possible benefit for Fressnapf could be achieved with two disciplines and one platform, and clear recommendations for action could be derived.

Optimization of the customer journey

The dashboard developed by Qualtrics is the central place where all insights are collected and displayed. By combining CX and mystery shopping, not only customer feedback from all sources but also all market research activities can now be summarized, analyzed and interpreted.

A CX program provides results across the entire customer journey and shows at which point or with which performance customers are dissatisfied or satisfied. A subsequent mystery shopping project can then be used to analyze why customers are dissatisfied at a particular point. The benefits are maximized through the long-term use of both methods, as this allows changes to be registered and processes to be better checked and adapted.

The connection has great potential and significance for the area of customer focus and market research. Fressnapf, SKOPOS and Qualtrics have taken a big step towards innovation and are pioneers in the field. It is desirable that this connection is also used in other companies and for the optimization of the customer experience.