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CSD: Valero Launches Mystery Shopper Program
August 31, 2011
FROM RETAILWIRE:
Valero has partnered with Maritz Research to launch a new mystery shopping program called Commitment to Excellence. Each of the company's locations throughout its wholesale network will be visited by a mystery shopper three times a year. What are the keys to an effective mystery shopping program from a retailer's perspective?
[more...]
A sampling of a mystery shopper three times a year does not make a good evaluation of customer experience in my opinion. The sample is just too small. And how does this data compare to direct customer feedback used to evaluate customer service at Valero overall?
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