Case Study · Retail Customer Experience & Digital Transformation

スワロフスキー。ミステリーショッピング戦略と監査による小売CXの向上

スワロフスキーがミステリーショッピングのインサイトをどのように活用し、顧客体験（CX）を洗練させ、ターゲットを絞ったエンゲージメント戦略を通じてポジティブな購買行動を促進しているかを探る。

Mystery ShoppingCustomer ExperienceJourney Mapping

Client

Swarovski

Industry

Retail Customer Experience & Digital Transformation

Date

2024-09-21

Timeline

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01 —The Impact

The results, up front.

Audits

447

Mystery shopping visits done in 2 years

Countries

Across the Middle East

CX Journeys

Audited more than 4 full CX journeys via mystery shopping

Welcoming & Greeting: Improving the initial customer interaction. Store Organization: Enhancing the layout for better customer navigation. Staff Assistance & Proactivity: Encouraging staff to be more proactive in helping customers. Modeling: Ensuring product availability and appropriate modeling. Availability of Stock: Addressing issues with stock management. Staff Behavior & Attitude: Improving staff training to enhance customer interaction. Contact Details Collection: Refining the process for gathering customer contact information. Gifting: Enhancing the gifting experience in-store. Website Compatibility: Improving online store compatibility across devices. Customer Service Communication: Streamlining communication channels for better service. Staff Health& Hygiene: Addressing concerns with staff working while unwell. Name Tags: Ensuring staff wear name tags correctly to enhance professionalism.

02 — The Challenge

Where they started.

What We Analyzed: The customer experience in retail channels, both physical and digital, across the markets of UAE, KSA, Kuwait, and Qatar. WhyWe Analyzed: To provide an unbiased evaluation of the customer service experience, identify potential areas for improvement, and inform the enhancement strategy. How We Analyzed: Mystery shoppers were briefed with task-focused, realistic scenarios, covering the following key tasks: Exploring Buying for Self Buying a Gift Returning

03 —What We Did

The work.

In-Store Purchases

Audits across the UAE, KSA, Kuwait, and Qatar revealed patterns in customer interaction, staff assistance, and store organization. Customer testimonials were collected to provide insights into the experience at each stage.

Online Purchases & Returns

We analyzed online purchase and return experiences in the UAE and KSA, focusing on journey stages from selection to post-purchase. Testimonials highlighted customer satisfaction and areas needing improvement.

Offline Returns

We also assessed the offline return process in the UAE and KSA, evaluating how effectively issues were resolved and customers reassured during post-purchase interactions.