Mystery Shop Programmes : developing effective strategy
shop programmes consist of
telephone calls and or visits to more or less any type of outlet, establishment
There are thousands of businesses across the UK, such as supermarkets,
department stores, restaurants, beauty salons, motor
dealerships and amusement parks who use mystery shopping programmes
to monitor customer service.
We use carefully selected mystery shoppers to go into your place of business
and appear as normal customers to evaluate the quality of service.
We can help you find out how fast customers get served, how
clean your store is, how friendly your employees are: you name it, we can measure it.
These programmes are a good way to recognize the need for
training in a certain area. Our surveys are customized to fit your needs. We
check to see if everyone is following your employee handbook. We use your
input along with any employee training materials that your company
Quite simply the key is to make the shopping campaign reflect
reality as closely as possible. This elicits better responses and
the resulting feedback is more valuable in real situations. It
also prevents staff from trying to 'spot' mystery
shopping in progress.
Therefore, the scenario is important, and depends upon the objectives
of the programme.
Routine enquiries and purchases are clearly more straightforward both to
set up and to measure, but variations make it less easy for operators
to 'spot' a mystery shopper.
Before contacting us, you might like to look through the following checklists. They may help focus your
objectives. It will certainly help us to explain how we can help to do so.
Some Typical Mystery Shopping Scenarios:
- Responding to promotional campaigns
- Initial enquiries for product prices and stock availability or service costs and lead times
- Buying or ordering products
- Booking appointments for services offered
- Information provided by or complaints dealt with by Customer Services / Customer Relations
Setting Up Mystery Shopping Programmes
Once you decide to proceed with the shopping programme,
the basis for assessment will be established. This effectively creates the
framework for an ‘evaluation sheet’ for each mystery shoping call or
visit made or received.
These evaluation sheets can be stand-alone or can subsequently be used to generate tailor-made
analytical and/or narrative reports/graphs. In either case, they are prepared to help you achieve
the desired objective(s) of the mystery shopping initiative.
If outlet staff members are shopped on a periodic basis, this of course
provides a means of monitoring, measuring, analysing and possibly even incentivising
improvements in their call handling/sales technique over time.
Constructive suggestions and recommendations can be dovetailed into the reports if so desired.
Initially it is probably best to keep the calls or visits relatively straightforward, for both
political and practical reasons.
This also gives you a chance to gauge their effectiveness in terms of improved
staff performance, not only in the mystery shopping scores, but of course
ultimately on sales levels. This also ensures that your marketing expenditure
is controlled from the outset.
Ask for a quotation and we think you'll be pleasantly surprised.