Moving Beyond Mystery Shopping and Evaluating Customers' True Experiences

However, this undermines their whole effort as sample sizes become too small or trend data is spread too far apart. EFM solutions don’t have the same fixed and variable cost structures. Scaling from 100 responses to 100,000 responses comes with very little incremental cost.

Ultimately, retailers and consumers both benefit from the use of a comprehensive customer feedback program. Collecting customer insights directly is a robust, yet cost-effective way for retailers to evaluate and make meaningful changes that customers recognize and value.