Case 5.2
No Mystery Here: Why Market Force Is a Leading Market Research Firm
What if someone could consolidate the fragmented cus tomer experience measurement industry? This is the ques tion Market Force Information co-founders Karl Maier, Paul Berberian, and Rushton McGarr asked themselves when they set out to create a customer experience management com pany in 2005. Market Force combines services like mystery shopping, social media monitoring, employee surveys, mar ket research, and in-store audits to help stores with multiple locations measure and improve the customer experience.
This data and insights firm, based in Louisville, Colorado, has been hired by companies to provide a look into their shoppers. Rent-A-Center; a rent-to-own retailer of furniture, electronics, appliances, and more; plans to employ Market Force’s mystery shopping services. Mystery
shopping is when shoppers pose as regular customers while evaluating and reporting on their experience. Market Force’s KnowledgeForce platform is capable of gathering and ana lyzing the data gathered from mystery shoppers to reveal areas for improvement at the location level. The company has amassed a mystery shopper database of more than 200,000 that report on in-store, online, and phone shopping experiences. Using data from mystery shops helps busi nesses improve customer loyalty. Retaining existing custom ers is often less expensive than acquiring new customers.
With the desire to increase beverage sales, Church’s Chicken partnered with Market Force to create an employee incentive program that used mystery shoppers to reward team members instantly when an employee successfully executed
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