Historically, gauging consumer “experiences” has been the primary responsibility of the customer service department.

But in my experience, customer service departments have become little more complaint departments. Or even worse, a place to go for customers to go and replace unwanted merchandise. Let’s face it, you can’t use the current customer service department model as a way to gauge the health and vibrancy of your company’s customer relationships – it’s an outmoded model that is spread too thin in terms of responsibilities and is not advanced enough to handle all the measurements that need addressing across the company.

Enter the mystery shopper.

Sometimes stereotyped as a subjective and slightly campy approach to evaluating customer service (think trench coats, wigs and dark sunglasses) mystery shoppers actually embody the complete customer satisfaction program.

How so? By measuring both the tangibles and intangibles of a company’s customer experience program. Mystery shopping is a the answer to the question “How can managers seek to understand their company – and its product, service, or idea – from the customer’s perspective?”

Let’s face it, the level and quality of service you deliver to your customers is critical to your company’s success. In fact, it may just be the ultimate barometer of your success. Many company’s don’t realize it, but their customers’ total experience with the business and its employees dictate whether the company will succeed or fail…whether you will be profitable or not. Simply having expectations about what sort of experience your customers will have is not enough…you have to measure, you have to inspect. In the form of good, solid, effective mystery shopping programs, objective, anonymous, third-party assessments of the customer experience will provide the information you need to ensure that your expectations for customer experience are carried out in reality.