27 January 2016
Mystery Shoppers or Mystery Shopping is a great way to monitor and evaluate a wide range of marketing related issues. Although considered with suspicion by many staff as a way of negatively assessing their performance used correctly they can be a positive and motivating force to drive change and ongoing improvement within your business.
Although Mystery Shopping is often used to focus on the core customer experience on a ‘live’ sales scenario its real benefit lies in the debrief and training opportunities it presents once the data, audio or video imagery is collated and worked through with the individual or team involved. It is actually a good move to advise staff that the process is underway with an indeterminate time scale. The effect is often instantaneous on ensuring a positive approach to any customer interfaces and although over time staff will revert to form it should provoke an interest and revision of what the company policy is towards customers.
It can be a general brief or it can focus on specific areas such as handling customer objections, specific selling skills and attitude. Mystery Shoppers can also be briefed to raise specific objections to price, discount policy or competitor brands and product features.
Although there are many market research companies and agencies who are specialists in this area it is perfectly possible to use existing staff or suppliers where general data and assessment of staff is required.
Whatever the methodology it is vital that the company measure the activity and have a positive and constructive session to feedback the information, highlight any training needs, praise the execution of correct customer policy and ensure ongoing improvement is the result of the exercise.
The Profit Key would be happy to help discuss how your company can benefit from using Mystery Shopping as part of it’s marketing policy.