Swarovski. Boosting retail CX through mystery shopping strategy & audits
Explore how Swarovski leverages mystery shopping insights to refine customer experiences (CX) and encourage positive shopping behaviors through targeted engagement strategies.
01 —The Impact
The results, up front.
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.
Concept Stores
Detailed performance reviews were conducted for concept stores in each country, assessing store-specific factors that impacted customer experience.
Welcome Email Audit
Our team analyzed the welcome pack experience for 35 mystery shoppers, identifying the type of emails received, who received them, and who did not.
04 — Approach & Methodology
How we got there.
CX Consultant
05 —In Practice
Project samples.
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