Case Study
MSC's Telecommunication Service Mystery Shopping - Ghana
Research Context
As the telecommunications landscape in Ghana undergoes transformation and increased competition, driven by the widespread adoption of cell phones and related services, a client has contracted MSC to conduct mystery shopping at various touchpoints. The purpose of this initiative is to assess the quality of service delivery to customers and evaluate the processes and procedures in place at these touchpoints.
Research Methodology
The study examined client and competition service delivery touchpoints, including branches, dealers, digital platforms (Facebook, X, Instagram, mobile apps), and involved mystery shopping through in-person visits at 150 physical service delivery locations.
Research was conducted across ten key regions in Ghana:
- Greater Accra
- Ashanti
- Western
- Northern
- Central
- Eastern
- Volta
- Brong Ahafo
- Upper West
- Upper East
Key Findings & Impact
The research assesses the client and its competitors on the quality of customer interactions at service centers, call centers, and digital channels, highlighting efficiency, responsiveness, and overall satisfaction. The findings enabled the client to:
Evaluates the effectiveness of self-service platforms, mobile apps, and online support systems, identifying strengths and areas for improvement in the digital customer journey.
Analyzes how it and competitors maximize sales opportunities through retail stores, digital platforms, and agent networks, identifying key drivers of sales efficiency.
Compares its service experience with competitors, focusing on speed of issue resolution, customer support accessibility, and consistency across multiple service channels.
Evaluates promotional strategies, product availability, and distribution efficiency, highlighting best practices to enhance trade execution.
Assesses how well it and competitors convert customer inquiries into sales, including the impact of pricing, bundling, and targeted offers.
Assesses the strength of its brand presence at service locations compared to competitors, focusing on signage, promotional materials, and overall brand consistency.
Examines the state of service facilities, including cleanliness, customer flow management, staff professionalism, and overall efficiency at its and competitor service points.
Evaluates security measures, waiting times, seating arrangements, and overall customer comfort, identifying key factors that enhance or hinder customer experience.