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Mystery shoppers pay dividends
How it works The mystery shopper subsequently prepares a full report for you. The aim is to help you improve your service and encourage better performance, not to catch people out. Large companies make no secret of using it regularly, so staff know their performance could be under scrutiny at any time. When it's useful You may want to evaluate a new staff training program before implementing it across other branches. For example, several mystery shoppers could pose as customers over the phone and face to face, to compare the skills of a receptionist who has recently received training with one in another branch who has not. Dangers of a DIY job
Advantages of using a professional
The wider view
How to find a good agent
Ask to see an example of the kind of report you will receive with, say, a typical performance chart or graph. Ask to start with a pilot scheme of, say, a couple of visits. Also get a price for a longer campaign. Pitfalls to avoid Watch out for hidden costs. Ask if there are any that are not listed when you get the proposal. Make written notes that you can produce later if necessary. Tips for success A reward strategy is a positive way to encourage staff motivation. So tread carefully when telling your staff about the survey. Useful contact © Active Information Ltd (Better Business) Bob Shallit: 'Mystery shopper' has pangs of guilt By Bob Shallit -- Bee Staff Writer Get weekday updates of Sacramento Bee headlines and breaking news. Sign up here. Part actor. Part secret agent. That's the life of "mystery shoppers," those folks who visit businesses, pose as everyday customers and then report back on their experiences. "Tina" has been in the business four years. We're not using her real name -- "you'd blow my cover," she says. She works as an independent contractor. One recent day she's shopping an Arden-area service station. She checks out the pumps and parking lot. Nice and clean. She then walks into the minimart, surreptitiously snapping pictures with the digital camera poking out from a hole cut in her purse. She checks out the restroom, then makes a purchase. The clerk is welcoming and friendly, bantering about politics. But he isn't wearing a name tag. And, contrary to his company's policy, he doesn't try to get her to buy anything else. She hates turning in a negative report. "I try to catch them doing something right," she says. But the negatives get recorded right along with the positives in the report she files, on her laptop, after returning to her car. Then, it's off. To the next shop. Taking the mystery out of mystery shopping Few busy retailers stop to think about the next day's business, much less their customer base five years down the road. So it's no surprise that hardly anyone is thinking about a lifetime of business. But think about it. If a c-store loses a customer because of bad service, poor products or an unappealing atmosphere, it might have lost a lifetime of business. (Or with today's mobile society, at least a few years worth!) As a market research firm whose primary business is customer satisfaction surveys, we soon found that a well-planned and consistent mystery-shopping program is one of the most important strategies for keeping and attracting business. And surprisingly, it's also a great way to retain employees. What's mystery shopping? Selected individuals portray actual customers who "shop" a store. The shopper follows a set script that details what should be observed, purchased, etc. Then, the shopper fills out a survey evaluating the c-store's atmosphere, employees and products -- everything from whether the clerk has a name tag, to whether a new product line or brand display is being used effectively. Collecting data The surveys -- often submitted by shoppers online -- are input into a database, and detailed reports pinpoint problem areas as well as areas where the store is excelling. The shops also play a critical role in helping c-stores avoid harsh sanctions and civil penalties from sales of alcohol and cigarettes to minors. For instance, in an alcohol "compliance" program, shoppers over age 21 and under age 25, buy beer or wine. Most stores have a policy that a clerk should ask for identification if the buyer appears to be age 27 or younger (many stores use age 30). So the shoppers record whether they were "carded," and the identity of the clerk. The evaluation is only half the process, though. And it's the other half that often worries both management and employees alike. If you do encounter problems, you have to correct them. Unfortunately, a lot of people immediately assume that this means firing or penalizing the responsible employee. Employers should look at it a bit differently, as if this were an opportunity to help their workers. Bad customer service or an untidy store may have underlying reasons. Not that this justifies the behavior, but it creates a framework for the management to work on improving the problems. For example, we heard of clerks who were inundated with a barrage of customers (a few of them school kids with a penchant for pocketing items without payment) every day just as their shift was nearing an end. Tired and trying to handle unruly kids, spills and other mishaps, they became abrasive to customers. The manager sat his employees down and told them that together, the three of them would find a solution to the problem, because it was unfair to take frustration out on customers. The three quickly decided to add more overlap and have another employee come in for the end of the shift, thus freeing up an employee to work in the store, cleaning, restocking and offering a deterrence to the shoplifters. Communicate It's also incumbent on management and ownership to relate the purpose of the mystery-shopping program to their employees, to take the mystery out of it. Openness prevents distrust and derision from employees who naturally don't appreciate being spied on. Once again, framing the programs as an opportunity to learn and keep alert usually makes enough sense to sell employees on the idea. One clerk we talked to, Keith, actually enjoyed the prospect of facing mystery shoppers and said it made good customer service seem more natural. "I was always wondering, 'Is this a mystery shopper, is she a shopper, is he one, and so on,'" he said. "At first, it was a bit unnerving. But then I asked myself, 'Well what would any customer think if I was rude or the store was a mess?' After all, I'm a customer when I'm not working, and I know how I like to be treated." Mystery shopping also lets you reward good employees. It boosts their esteem and helps retain them, which is especially important in an economy that makes finding and keeping quality employees increasingly difficult. Today's laws Additional training in alcoholic beverage and tobacco sales laws and rules (much of which is mandatory now for c-store employees) may be an option. Usually, employees that fail to card once learn the possible legal consequences if they're caught in a similar situation by law enforcement agents, and they learn to ask for identification. Liability is another major problem. If an underage drinker is hurt or killed in an accident or injures someone else, the store that sold the alcohol to them is liable for damages. The average claim for lawsuits settled over the mark of $350,000 is a whopping $668,000, according to data from Federated Insurance Companies. Even smaller settlements in the $10,000 range can incur legal costs as high as $13,000 or more. Add to that the cost of higher insurance rates and the damage of bad publicity, and it's easy to see why training and monitoring of employees is so important. Going forward So the end result of a well-planned mystery shopper program is customer loyalty and lower employee turnover: profit and cost savings. There are many other evaluation techniques -- surveys, intercept interviews, focus groups -- but mystery shopping offers the closest thing to a real world experience for how to keep customers. After all, what's the point in attracting new business, if you can't keep the business you have? Can Mystery Shopping Help You? by Harry Nobles An anonymous service evaluation, commonly called "shopping," is one more way to assess how well your staff is serving your guests. When properly used, a mystery shopper can help you identify weaknesses and flaws in service delivery that never happen when you are watching. Shoppers can also uncover theft, an unfortunate but real problem that occurs in all business environments. On the positive side, a shopper can also identify those employees who provide consistently superior service to your guests. I always advise my clients to use this knowledge to recognize and reward employees. Your employees will appreciate and respond to positive feedback. I advise clients that shopping a property too frequently can have a counter-productive effect; employees can develop a defensive attitude when they perceive they are being scrutinized excessively. In my opinion, there is already sufficient stress inherent in the daily workload of your guest contact employees. You can conduct regular anonymous evaluations without overdoing it. I suggest no more than quarterly shopping, and I suggest that the property be shopped in both peak and off-peak periods. Mystery shopping is just one more tool to help management assess employee performance, assure consistent adherence to standards, and maximize guest satisfaction. |
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Mystery shopping is widely used by companies to assess how well their service or product is being sold or marketed to the customer. But is it just an excuse for companies to snoop on their staff or does it help everyone work more efficiently?
Avoid a company that will give you an off-the-peg price for the job. You need to talk about your specific requirements and get a written proposal, preferably with some price alternatives.
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