Leading Edge was commissioned by a national trade association to assess the effectiveness of its technical helpline service using a mystery shopping research approach. The helpline is a key member-facing service, and the association wanted to ensure it was meeting user expectations in both quality and responsiveness.
Objectives: Measuring Performance and Identifying Areas for Improvement
The project aimed to:
- Evaluate the helpline’s performance across multiple service dimensions.
- Identify areas of strength in technical support delivery.
- Uncover opportunities to improve user experience and operational efficiency.
- Provide evidence to inform future improvements and restructuring plans.
Given the helpline’s importance to association members, a comprehensive, data-driven assessment was essential.
Methodology: Mystery Shopping Framework with Structured Evaluation Criteria
Leading Edge designed and implemented a detailed mystery shopping programme tailored to the helpline’s structure and typical usage scenarios. Key features included:
- 13 performance criteria covering areas such as responsiveness, clarity of advice, tone, accuracy, and technical knowledge.
- A carefully constructed set of 48 scenario-based questions, ranging from simple to highly technical enquiries.
- Each helpline contact was scored using a predefined framework to ensure objectivity and comparability.
This structured approach ensured that every interaction could be assessed against consistent benchmarks, enabling meaningful performance analysis.
Outcomes: Actionable Insights and Helpline Optimisation
The project delivered:
- Clear benchmarking of helpline performance across multiple enquiry types.
- Identification of strengths, such as response time and helpfulness in routine enquiries.
- Areas for improvement in consistency, escalation procedures, and handling of more complex technical queries.
- A set of concrete recommendations for enhancing the structure, staffing, and workflow of the helpline.
These findings were used to guide a broader internal review, helping the association restructure the department and allocate resources more effectively.
Why It Matters for Member-Facing Technical Services
In member organisations, technical helplines are often a primary point of contact. Their quality directly influences member satisfaction and perceived value. This case study shows how mystery shopping can be used not just to monitor performance, but to drive meaningful service improvements that benefit both members and internal teams.
