The gaming industry in need of mystery shopper expertise

As students break free from the structure of the school year, the gaming and entertainment industry will likely begin to hit its stride.

As students break free from the structure of the school year, the gaming and entertainment industry will likely begin to hit its stride. At least, that should be its aim because there's typically a large influx of consumer traffic and activity during summer months. Families and groups of friends looking to cut loose often opt for the risk-free entertainment provided by games.

According to the Mystery Shopping Providers Association, the gaming industry is one of the most frequently in need of the expertise provided by secret shoppers. However, Credit.com highlighted a Zendesk study that found the gaming and entertainment sector perennially underperforms in terms of customer service.

In fact, the 2013 benchmark study released by the customers service software provider found this industry achieved a ranking of 76 percent in the second quarter, while the average for the more than 16,000 international companies participating in the survey leveled off at 81 percent. There are positive signs, as this is a 4 percent increase over its first quarter performance.

Especially for service providers, there's a strong emphasis on providing customers with an exceptional experience to ensure the company can differentiate itself from its competitors. Time magazine composed a list of critical elements for an elevated overall customer experience, the first of which is providing quality service. In all likelihood, customers can go to any number of other gaming venues to be entertained, making the service and experience of paramount importance.

A mystery shopper can provide a number of services in this case. First, they can conduct a comparative analysis of multiple gaming companies to provide them with a clearer understanding of how they measure up. Also, they can see which services or touch points may be putting customers off.

As the gaming industry works to increase its ranking among consumers, secret shopping will be a key ingredient in assessing ways to improve.