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More than a score: How mystery shopping reveals what really drives customer experience

September 28 2026 By BMi Research mystery shopper

The customer experience. It's the one thing that every business wants to get right, and commits an enormous amount of resources to in determining what that experience should look like. But where brands often drop the ball is on consistency. All the CX planning in the world means nothing if a brand cannot constantly deliver on those objectives, to the same standard, year on year. A Qualtrics XM (Experience Management) Institute 2025 global consume...