We developed our unique Structured Customer Review programme (SCR) to address the need to assess more challenging service situations where Mystery Shoppers cannot be used at all, or where they cannot be deployed in desired volumes.
Our SCR programmes allow clients to evaluate the full customer journey, using real customers (who have been briefed in advance) to provide insight and feedback on ‘difficult to reach’ service interactions.
This CX measurement tool was first developed to meet the specific needs of Valet Parking services at an airport and it has proven to be an invaluable addition to our stable of CX measures.
Structured Customer Reviews offer different feedback from that delivered through Voice of Customer, because we are asking the Reviewer to provide feedback on specific behaviours, and we will prepare them about what to look out for. The Reviewer can still provide an NPS style response (with commentary) about ‘how likely they would be to recommend’ based on the whole experience, but the structured questions provide valuable feedback about whether desired processes are being followed (which in turn drives better compliance).