RealTime IT News

Secret Shopper Service Launches

BuyerTouch, an e-commerce "secret shopper" and customer satisfaction analysis company, launched a service that it said will enable e-commerce companies to understand their customers' shopping experiences.

BuyerTouch said it sends hundreds of secret shoppers to a site and the group then evaluates the site during and after their visit to determine the level of satisfaction.

Clients pre-define the demographic group chosen to "shop" the site based on the criteria most important to them, such as age, sex, location, Internet access speed and education.

"The secret shoppers concept has been a proven research technique used by traditional retailers for years," said Mike Bezona, chief executive officer of BuyerTouch.

"BuyerTouch has taken this method and tailored it for the Internet environment. We provide our clients with critical information regarding customer service levels, purchasing decisions, site design effectiveness, and many other aspects of their customers' experience."

Clients can check statistical information at any time by logging on to the BuyerTouch site after their shoppers begin to "shop." Customized, qualitative analysis is then presented to the client within seven days.

Questions are tailored for each site and BuyerTouch collects thousands of responses. The company then mines the data to provide customized analysis that shows what customers are doing online and, more importantly, their motivation for decisions made on the site.

"We have seen every type of customer satisfaction service available on the Internet and have found that these methods are driven by technology, not consumers," said Bezona.

"Most customers who receive poor service or are not happy for any reason do not complain -- they simply don't come back." Pricing for the service was not disclosed.