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Improving Customer Loyalty and Services Levels Start With Research

Bill Shapard Jr., PRC
September 30, 2025

In today’s competitive marketplace, customer service is more than just a department—it’s a critical driver of brand reputation and long-term growth. Companies that invest in improving service quality consistently outperform competitors, and one of the most effective ways to measure and strengthen service delivery is through structured research programs. Mystery shops and intercept research, when combined, provide the data and accountability needed to create a customer service improvement program that is measurable, fair, and sustainable.

Measuring Current Service Levels

The first step in building an effective improvement program is to establish a baseline. Mystery shopping allows businesses to see the customer experience through the eyes of trained evaluators who follow specific scenarios. These “undercover” customers provide objective feedback on everything from greeting standards to problem resolution. Meanwhile, intercept research—short surveys conducted with real customers immediately after their experience—adds another layer of insight. Together, these methods capture both the compliance side of service (Did employees follow standards?) and the customer perception side (How did customers actually feel?).

Developing KPIs That Matter

The insights from mystery shops and intercept research must be translated into measurable performance indexes, often called Key Performance Indicators (KPIs). KPIs might include average greeting times, product knowledge, problem-solving ability, or customer satisfaction scores. By quantifying service expectations, managers create a clear benchmark for success. Importantly, KPIs provide consistency: employees know exactly what they are being evaluated on, and managers have a fair system for measuring progress across multiple locations.

Rewarding High Performance

Recognition is a powerful motivator. Locations or employees that achieve high service scores should be rewarded with awards, recognition programs, or performance bonuses. This not only reinforces positive behaviors but also signals to the entire organization that exceptional service is valued at the highest levels. Publicly celebrating top performers builds a culture where employees strive to meet and exceed customer expectations.

Training Low Performing Locations

On the other end of the spectrum, low-performing locations should view research results not as punishment, but as an opportunity for targeted training. Instead of generic workshops, managers can use the specific data from mystery shops and intercept surveys to design customized training sessions. For instance, if employees consistently miss upselling opportunities or struggle with handling complaints, training can zero in on those areas. This ensures that time and resources are focused where they will have the greatest impact.

Accountability and Awareness

A vital element of this approach is accountability. Holding customer-facing employees responsible for their performance ensures that service is not left to chance. Mystery shopping, in particular, puts employees on notice that any customer might be an evaluator. This awareness encourages staff to consistently deliver high-quality service, not just when management is watching. Over time, this shift leads to better service habits that become ingrained in daily operations.

Conclusion

By integrating mystery shops and intercept research into a comprehensive improvement program, companies can measure performance accurately, reward excellence, and provide meaningful training where needed. The use of KPIs ensures fairness and transparency, while accountability keeps customer service at the forefront of employee priorities. The result is a stronger service culture, happier customers, and a healthier bottom line.

At Shapard Research, we've built and implemented dozens of these programs for our clients in a wide range of industries. Contact us TODAY about building a program to improve your customer loyalty and services levels.

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Bill Shapard Jr., PRC
Founder & CEO

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