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CONCEPT OF MYSTERY
SHOPPING IN BRIEF
Mystery Shopping is a term that refers to the process of assessing
the performance of your employees from the point of view of
the average educated consumer. Mystery Shopping is the one process
that measures customer service through the customer’s
eyes. The programs utilize actual customer experiences to measure
and compare service levels, spot trends, and monitor location
progress.
Trained Mystery Shoppers pose as potential customers in order
to provide you with an objective view of your customer service
and determine how closely your employees are following the training
you have provided. The employee is completely unaware of the
mystery shopper's true intentions and therefore the counter
staff/salesperson gives them the same service they provide to
the majority of their customers.
The mystery shopper will then complete a customized questionnaire
and write a detailed report on the entire shopping experience,
enabling you to better interpret how your average consumer is
being serviced.
This gives you and your employees, the opportunity to improve.
Mystery shopping is the only practical method to objectively
measure the effectiveness and longevity of a company's customer
service levels and training programs
LINKING
TRAINING AND INCENTIVES TO MYSTERY SHOPPING
The most important part of having a mystery shopping program
is to use the results in the most constructive manner possible.
Mystery shopping alone cannot improve customer service, or sales.
It is important that the results be analyzed and used to create
training/coaching opportunities. Mystery shopping programs with
incentives attached can be far more beneficial. Linking mystery
shopping results to bonuses, prizes or other incentive programs
will keep the importance of the mystery shopping program at
the forefront.
Remember that Improvements in customer service techniques are
directly associated with improvements in sales figures. Close
analysis and follow up coaching of customer service techniques
will improve customer satisfaction and consequently, improve
sales figures and profits.
You and your associates have spent a lot of time, energy and
money to develop your training program and have already determined
what behaviors will lead to the most satisfied customers and
the most sales. But are the front line staff utilizing these
behaviors?
MYSTERY SHOPPING
GIVES YOU :
The opportunity to monitor how many of the skills in your training
program are being practiced regularly by your staff.
Mystery Shopping gives you the opportunity to see which of your
staff are practicing these techniques.
Mystery shopping gives you the opportunity to see which areas
of your training program have become effective routines techniques
and which have not.
Then you can continue to coach in those specified areas, which
will result in a better-trained staff, and increased efficiency
due to improved customer service, customer satisfaction. |
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