An increasing number of banks are realizing the value of mystery shopping programs to their bottom line. Shopping surveys are now included in most compliance, training and sales programs, and are being used to help support marketing initiatives. They are also being employed in designing merit and reward programs, in establishing comparative measures for branches and in setting competitions to reach quality standards. Banks interested in implementing mystery shopping programs should avoid five things: measuring one dimension only, shopping without training, expecting perfection, frequently changing shoppers and ignoring the competition. They may also consider the successful strategies taken by such banks as CoreStates Financial Corp, Bank One Denver and First Security Corp. The mystery-shopping programs of these banks are discussed.
There is nothing mysterious about quality service, and bank marketers using shopping programs know it takes more than a quick test of employee skills to build a successful corporate culture [...]