Economic uncertainty inevitably forces companies to make choices: where to cut costs, where to invest, and which decisions will shape the future. Quite often, the development of service quality and related training programs end up being the first to suffer. These are seen as expenses that can be postponed during difficult times. In reality, however, this is a strategic mistake – service quality is one of the most important factors that determines who stays competitive and who drops out.
The foundation of development is an honest overview
Improving service cannot be limited to slogans and general recommendations. If a company orders training without first mapping the current situation, it is comparable to treatment without a diagnosis – it might work by chance, but more likely the problem will persist. Effective development requires precise knowledge of where the company actually stands: what the strengths are, what the bottlenecks are, and what the real customer experience looks like.
The simplest and most objective way to get this answer is mystery shopping. Through an anonymous shopping experience, it is possible to map how the customer journey actually works, which standards are being followed, and where the mistakes occur. Only then can training content be targeted precisely so that it connects with employees’ everyday challenges.
Without this groundwork, training often becomes ineffective. If a team is directed to take part in a program that does not solve real problems, employees become frustrated. They do not see a link between the training and their work, and as a result, the desired change in service does not occur. From the company’s perspective, this means a direct waste of resources – money and time are spent, but no results are achieved.
Therefore, mapping the current situation is the first and most important step in every successful service development program.
Training as an investment, not a cost
When training is based on data collected through mystery shopping, it is possible to plan targeted development activities. This means employees gain the skills they actually need, the customer experience improves, and the company sees a direct link between investment and results. Such an approach transforms training from an expense into an investment, with effects visible both in customer satisfaction and in financial performance.
In addition, conscious service development helps retain and motivate employees. A good training program not only provides new skills but also shows employees that they are valued. Commitment and loyalty grow, which in turn reduces employee turnover – an issue that has become one of the biggest concerns for many companies in recent years.
Saving today = loss tomorrow
Economic history has shown that companies that save on training and service quality during difficult times often end up as long-term losers. There are examples of this in the Baltics. Some retail chains that halted training programs during previous crises were unable to regain their positions later – customers moved to where the experience was better. Conversely, those who invested in service and employee development during hard times later gained a clear advantage in the market.
Similar examples can be found internationally. Many well-known department stores and hotel chains have strengthened rather than cut their service standards during crises. The result has been customer trust and a quick recovery after challenging periods. On the other hand, brands that focused solely on cost-cutting have still not fully regained their reputation or customer base.
Conclusion
Raising service quality is not a side issue in a difficult economic environment – it is a question of survival. The prerequisite for development is an honest and thorough overview of the current situation, with mystery shopping being the most effective method. Only in this way can training be planned to meet real needs and deliver measurable results.
Companies that continue to invest in service quality today secure success for tomorrow. Those that choose to save at the expense of development will later pay the price in lost customers and reduced market share.