In January of 2015, Elite CX Solutions was tasked with helping a major telecommunications executive management team increase their understanding of the customer journey. At the time, they were looking to revamp their approach to the customer experience but were having difficulty grasping the issues at the ground level. With such a massive data collection effort, it was hard to convey the nuances that shaped public opinion.
Elite designed a program to visualize the key issues affecting the customer journey. A video mystery shopping program was designed but it was far from the usual program designed for training purposes. This program was focused on bringing the issues on the ground level into the boardroom.
Over the course of six months, video mystery shops were conducted in tandem with the regular mystery shopping program. As the usual data was collected, it was screened for issues that related to customer decisions to choose the client or its competitors. Once identified, Elite CX Solutions created Executive Highlight Reels that best conveyed the true voice of the customer.
The immediate response from the client was delight. Finally, they were able to see the data in a manner that was clear, concise and representative of the real customer journey. Instead of poring over reports and trying to imagine the issues being written about, they were able to see real examples of customer sales interactions that contained elements that were trending in the data. The ad-hoc program evolved into an ongoing solution that still runs today. For more information on how your business might benefit from the use of an Executive Highlight Reel, contact one of our business development managers today.
In June of 2014, Mastro Motors, based out of Tampa FL, contracted with Elite CX Solutions to create a mystery shopping, VoC management and training program. Prior to Elite’s involvement, the sales approach was intended to create a comfortable atmosphere for customers while maximizing sales opportunities. From 2012 to 2014, Mastro saw a decline in sales associate closing ratios as well as a decline in customer satisfaction with the sales process. They had used traditional mystery shopping without finding actionable data in relation to their problems. There were no systems in place to monitor compliance with their sales program beyond the national brand requirements.
Elite designed a plan to improve the sales approach while maintaining the core values upon which the Mastro brand was founded. Elite was tasked with identifying profit leakage throughout the customer journey. We planned to create a training program to get the Mastro Motors sales program back on track.
We created a plan to use targeted Video Mystery Shopping to evaluate each sales associate at their Florida locations multiple times over the course of six months. An extensive written report including several key points of interest was designed to augment the video program. A web and telephone portion of the mystery shop was instituted to measure all touch points of service. Customer surveys were sent to all documented customers for a period of one year during the data collection and training implementation period. Elite used the videos to create an Executive Highlight Reel for the Mastro team which would feature key points of success and failure. A training program for the management team and sales associates was created for implementation based on the findings of the results. Each sales associate was revisited three months after the implementation of the sales training to measure the success of the program.
The Mastro executives were delighted with the results of the program. One of the owners, Pete Mastro said, “You opened my eyes to how my business was really operating.” Elite identified two critical issues related to the customer impression of value and trust in the brand. We also found that the prescribed sales process was being followed only 30% of the time. After just three months of our proprietary training program getting off the ground, we saw compliance with the Mastro sales program increase to over 65% of the time. An overall increase of 8% was noted in customer satisfaction polls over the previous year. The sales associate closing ratios have improved and the implementation process of the training program is still underway.