This article is part of our Service Series — reflections and lessons on how service is designed, delivered, and experienced, from Frontline conversations to leadership choices.
Not everything that counts can be counted, and not everything that can be counted counts. — William Bruce Cameron
A Mystery Shopper Program for a Bank
In a Mystery Shopper program for an international bank, we uncovered a learning they didn’t see coming.
Our Mystery Shoppers were instructed to visit a main branch and, while at the counter, mention a recent financial windfall.
This detail was designed to trigger a referral from Counter Staff to a Wealth Manager — a process the bank had recently implemented, and one of the key reasons for undertaking the program.
On the scorecard, the Counter Staff scored 100% for the behavior of Polite Handover, as defined by the Client.
They achieved the process every single time.
And yet the experience still failed the Customer.
What the Scorecard Missed
Shoppers were asked to sit in a public waiting area while the Counter Staff walked over to brief the Wealth Manager — talking about the Shopper in full view, without ever including them.
As one Shopper put it:
“I don’t care how polite they acted — it felt rude. Why didn’t they just bring me over and introduce me in person? I’d never sign up with this bank.”
What happened here?
The bank measured a behavior — but missed the Customer’s interpretation of that behavior.
The definition of Polite Handover wasn’t robust enough. It looked fine on paper (after all, who would argue with the word polite?), but it didn’t translate well in practice.
After presenting our findings, the bank redefined the process — requiring Counter Staff to make a warm, in-person handover to the Wealth Manager.
The Magic 20%
In Mystery Shopper, we call this The Magic 20% — the unexpected insights that go beyond the score.
It’s never a surprise that these insights appear — only the form they take.
In this case, it was a negative reaction to the handover process.
Related reading: Mystery Shopper Research: Scenarios and The Magic 20% (Part 4)
That’s Why I Remind Clients: Don’t Just Look at the Numbers
Processes, metrics, and scorecards matter — but they don’t capture everything.
Actively look for, and listen to, the voices behind them.
Because what looks “perfect” on paper can still feel wrong to a Customer.
Related reading: Mystery Shopper Research Quiz: Test Your CX Know-How
Thank You for Reading
I regularly share stories, strategies, and insights from our work across Contact Centers, Customer Service, and Customer Experience. If this resonates, I’d love to stay connected.
You can drop me a line anytime, or subscribe on our site.
Daniel Ord
[email protected]
www.omnitouchinternational.com
