Market Force helps businesses measure and improve their customer’s
experience through mystery shopping, CSAT surveys, contact center
data, and more. They operate a multinational workforce for mystery
shopping and store audits.
Problem / Opportunity
The workforce’s only interface was one legacy website with no mobile
support. This made the data collection unreliable, affected data
quality and reduced Market Force’s ability to onboard new shoppers.
To bring the necessary work tools to the shopper force’s fingertips,
we suggested building location aware mobile apps for all major
platforms. This would enable shoppers to do their tasks right there
on the spot. It would be easier for the workers to collect more
data, quicker and more accurately while having to rely less on
memory or hand written notes.
Replaced legacy website with location aware mobile offering
Provided next generation analytics to find hidden drivers of CSAT
Delivered consolidated single api over fragmented regional business logic.
Initiated Test and Learn approach to iterative product development
We built an innovation task force around their CTO, Sales Director,
Head of the Shopper Force and internal IT from both US and UK
platform teams. We added designers, product specialists, senior
mobile architects and innovations facilitators.
We proceeded to build the prototype shopper apps for iOS and Android
first. We developed the apps in feedback driven iterations with
weekly releases. We committed to a staged rollout and released the
MVP to the market, expanding its functionality and streamlining the
UX over time with the explicit aim of getting real market feedback
as early as possible.
We built an abstraction API on top of various legacy APIs. This API
exposes a fully authenticated, Swagger documented JSON REST API
which provides a coherent view of all business functions. The API is
consumed by the location aware mobile apps we built for iOS,
Android, Windows Phone and Desktop using the Xamarin platform. With
Xamarin we could create fully native apps, crucial in terms of
performance, while sharing code across all platforms and the API.
Abstraction and code reuse enable low maintenance costs and keep
business logic confined in a central code repository, not
distributed over various platform specific code bases.
With these apps, Market Force shoppers are now able to complete
reports and audits right on location in the store. They accept on
average 50% more jobs, are three times as likely to complete an
assigned job and requests for clarification by the data quality team
have gone down by 75%.
Today the four Market Force apps have become the go-to tool for the
shopper force. We continuously deliver improvements to them and
observe a business-critical SLA.