Why ESG Matters in Customer Experience: Building Brands for the Future

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Customers today aren’t just buying products—they’re buying into values. A recent study revealed that 75% of consumers worldwide expect brands to contribute to their well-being and quality of life.

This means ESG (Environmental, Social, and Governance) isn’t just a corporate checklist—it’s a powerful driver of customer experience (CX). At BARE International, we see firsthand how ESG-forward brands build deeper trust and loyalty.

The ESG-CX Connection

What is ESG, and Why Does it Matter in CX?

Real-World Impact: Companies recognized for their sustainability efforts, such as those honored at the SEAL Business Sustainability Awards, have seen a surge in customer loyalty. Brands that walk the talk get noticed.

How ESG Supercharges CX

  1. Loyal Customers, Stronger Brand: Customers stick with brands that stand for something. PepsiCo’s ESG initiatives have solidified its loyal customer base.
  2. Better Customer Satisfaction: People feel good spending money with brands that care. Studies show customers are more loyal to companies with strong ESG efforts.
  3. Future-Proofing the Business: ESG isn’t just good ethics—it’s smart strategy. Companies with strong sustainability policies adapt better to regulations and shifting consumer expectations.

How Brands Can Integrate ESG into CX

  • Assess and Align: Conduct an ESG audit to identify gaps and opportunities in your customer experience strategy. Prioritize areas where sustainable changes can enhance brand perception and loyalty.
  • Educate and Engage: Train employees to integrate ESG principles into everyday customer interactions. Ensure customer-facing teams understand and can communicate the company’s sustainability initiatives authentically.
  • Innovate for Impact: Leverage technology to streamline sustainable practices—such as AI for reducing resource waste or digital tools to improve transparency in operations.
  • Make It Measurable: Set clear KPIs to track progress in ESG-driven CX initiatives. Regularly evaluate customer sentiment and adjust strategies based on feedback and performance data.

Overcoming the Challenges

Myth: ESG Hurts the Bottom Line.

Reality check: Sustainable practices cut costs in the long run (think energy efficiency) and attract conscious consumers.

Communicating ESG Without the Hype

Customers can spot greenwashing a mile away. Authenticity and transparency—like showcasing progress, not just promises—win every time.

Final Thoughts

ESG is reshaping customer expectations, and the brands embracing it aren’t just doing good—they’re winning in CX. Whether it’s reducing environmental impact, fostering inclusivity, or building trust through transparency, these efforts matter.

At BARE International, we help businesses uncover key insights to understand the true nature of their customer experience—because real change starts with real data.

At BARE International, we pride ourselves on helping businesses decode these customer behaviors. Whether it’s uncovering hidden trends or designing feedback loops for continuous improvement, our research empowers brands to stay ahead of the curve. 

Want to learn more about what drives customer loyalty in the airport lounge and financial industries? Reach out to us today to explore how our tailored research can take your CX strategy to new heights. 

Tell us about your business and what keeps you up at night. We can help. 

Data-Driven Decisions: Boost Your Business

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In the business world, every decision can directly impact a company's results. However, many organizations still make decisions based on assumptions or intuition, without in-depth analysis. 

The key to sustainable success lies in data-driven business decisions, which allow companies to identify trends, fix inefficiencies, optimize processes, and enhance customer experience. 

With BARE International’s research solutions,  you can turn information into actionable strategies that drive real results. 

Data help answer fundamental questions, such as: 

  • What do your customers really want? 
  • Where are the bottlenecks in customer service? 
  • What are the main factors influencing customer loyalty? 
  • What improvements can be made to maximize team performance? 

Data analysis not only provides answers but also allows your company to anticipate trends and adapt strategies to remain competitive in the market. 

How Does BARE International Help Your Business Turn Data into Action?

BARE International offers research solutions that enable companies across all industries to collect and analyze strategic information to improve performance. 

🔎 Trend Identification  
Through detailed evaluations, we identify consumer behavior patterns and anticipate market changes. 

📈 Service Optimization
Analyzing collected data allows effective adjustments in operational processes, improving efficiency and customer satisfaction. 

🎯 Enhancing Customer Experience 
With valuable insights, your company can personalize interactions, eliminate friction points, and deliver memorable experiences to customers. 

Strategic Decisions Start with Reliable Data

Data is the fuel for sustainable business growth. By making decisions based on accurate information, you can reduce risks, improve efficiency, and enhance customer satisfaction. 

Want to optimize your strategy and boost your results?
Transform data into action today: Request a FREE quote!

At BARE International, we pride ourselves on helping businesses decode these customer behaviors. Whether it’s uncovering hidden trends or designing feedback loops for continuous improvement, our research empowers brands to stay ahead of the curve. 

Want to learn more about what drives customer loyalty in the airport lounge and financial industries? Reach out to us today to explore how our tailored research can take your CX strategy to new heights. 

Tell us about your business and what keeps you up at night. We can help. 

The Importance of the Mystery Shopper’s Perspective

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Do you really know how your customers see your business?

Many companies believe they understand the experience they offer their customers, but reality can be very different when seen through the eyes of the consumer. Mystery shopping is a valuable tool to step outside the internal business perspective and dive into the real customer journey. 

The Difference Between “Thinking” and “Knowing”

Companies often rely on traditional metrics, such as satisfaction surveys and NPS, to measure service quality. However, these metrics only reflect part of the experience. A dissatisfied customer may simply not respond to a survey, while a satisfied customer may praise the service without pointing out improvement opportunities. 

This is where mystery shopping comes in: it allows for a complete, anonymous, and impartial experience, uncovering details that often go unnoticed by management. It’s like adjusting the lens to see your business from a new angle—your audience’s perspective. 

What Can Mystery Shopping Reveal?

By analyzing the customer journey from the point of view of those who truly engage with your products or services, it is possible to identify key aspects such as: 

First Impression
The experience begins before the purchase. How is your team's initial approach? Does your website or physical store make a good impression? 

Wait Time
A decisive factor for many consumers. Is the service efficient, or does it make customers give up before completing a purchase? 

Consistency in Service
Do all employees follow established standards? Is the experience the same across different service channels? 

Empathy and Personalization
Does your team genuinely connect with the customer, or does the service feel robotic? 

Pain Points
From payment difficulties to a lack of clear product and service information, any obstacle can impact the experience and conversion rates.

An External Perspective as a Growth Strategy

Many businesses only realize they have issues when they start losing customers. Viewing your business through the eyes of the consumer helps prevent minor problems from turning into major crises, allowing for quick adjustments and continuous improvements. 

Investing in mystery shopping isn’t just about fixing flaws—it’s also about leveraging strengths and creating a memorable customer experience. Companies that excel in this practice don’t just retain customers; they turn every interaction into a competitive advantage.
 

Are You Ready to See Your Business with Fresh Eyes?

The real customer experience might not be what you expect. Adopting mystery shopping as a strategy allows businesses to step outside their internal perspective and immerse themselves in the real customer journey, ensuring that every touchpoint is optimized to surprise, delight, and retain customers. 

At BARE International, we pride ourselves on helping businesses decode these customer behaviors. Whether it’s uncovering hidden trends or designing feedback loops for continuous improvement, our research empowers brands to stay ahead of the curve. 

Want to learn more about what drives customer loyalty in the airport lounge and financial industries? Reach out to us today to explore how our tailored research can take your CX strategy to new heights. 

Tell us about your business and what keeps you up at night. We can help. 

Uncover the Truth About Your Customer Experience with Mystery Shopping

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Every business strives to deliver the best possible experience to its customers, but does the service provided truly meet expectations? Often, small details go unnoticed by management, directly affecting customer satisfaction.    

To gain an objective and unbiased understanding of the customer journey, Mystery Shopping has become an essential tool in the market. It allows companies to evaluate service quality, adherence to brand standards, and operational efficiency from a real customer’s perspective.

What is Mystery Shopping?

Mystery Shopping is a research methodology where trained evaluators act as regular customers to assess and report their experience. This approach provides detailed insights into customer service, product availability, store organization, and employee compliance with company guidelines.  

At the end of the evaluation, businesses receive comprehensive reports highlighting strengths and areas for improvement, enabling them to implement strategic actions to enhance the customer experience. 

Benefits of Mystery Shopping for Businesses

Investing in a Mystery Shopping program can significantly improve various aspects of a business, leading to more efficient service and higher customer satisfaction. 

  1. Identifying Improvement Opportunities

Mystery Shopping helps reveal inefficiencies and service gaps that might go unnoticed by management. From inefficient processes to inconsistent service quality, these insights allow companies to correct issues before they impact customer perception. 

  1. Enhancing Customer Experience

A positive experience increases customer loyalty and brand advocacy. By leveraging insights from Mystery Shopping, businesses can make data-driven adjustments that improve customer satisfaction and engagement. 

  1. Improving Employee Performance

Employee interactions shape the overall customer experience. Mystery Shopping enables companies to assess staff behavior in different scenarios, providing valuable data for training programs and performance enhancements. 

  1. Continuous Monitoring of Service Quality

Implementing changes is just the first step. Regular evaluations help track progress and ensure that improvements are maintained over time, leading to long-term business success. 

  1. Competitive Advantage in the Market

Companies that use data-driven insights to optimize customer experience stand out from the competition. High-quality service builds a strong reputation, fosters customer trust, and drives business growth. 

BARE International’s Expertise in Mystery Shopping

With over 38 years of experience, BARE International is a global leader in Mystery Shopping solutions. Since its founding in 1987, the company has helped businesses across industries enhance their services and deliver exceptional customer experiences. 

Operating in over 150 countries, BARE International develops customized Mystery Shopping programs to meet each client’s unique needs. The company boasts a global network of highly trained evaluators who conduct in-depth research and provide precise reports to support strategic decision-making. 

Decades of expertise have made BARE International a trusted partner for businesses seeking to improve performance and ensure service excellence.

Enhance Customer Experience with BARE International

Achieving service excellence requires data-driven strategies and deep customer insights. Mystery Shopping is an essential tool for businesses looking to understand customer perceptions, correct shortcomings, and strengthen their market positioning. 

If you want to elevate your customer service and stand out from the competition, rely on BARE International’s expertise. Request a quote today and discover how a Mystery Shopping program can transform your business: 

Request a quote with BARE International