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The end objective of mystery shopping is to
increase sales. There are three means to this end:
Firstly, to improve the
performance, attitudes and behaviour of the personnel being monitored, by
providing each member of staff with tangible feedback about their individual
approach.
Secondly, to ensure that current promotions and offers are being
correctly pointed out and explained.
Thirdly, to keep staff alert, because they are aware of
the mystery shop programme.
All aspects of mystery shopping are designed to help staff to polish
and perfect the way they handle real customers. There are three broad
variations of mystery shopping that will yield much information of different
kinds needed to make an evaluation.
The most cost-effective measurement method of Mystery Shopping which
can be used to:
- assess staff handling of telephone enquiries, potential
sales leads or appointment opportunities.
- provide an independent means of checking the
effectiveness of a training programme.
- act in a policing role to check performance or
adherence to promotions This may be reinforced with incentives.
Mystery shopping calls can be recorded if required. This gives the
many benefits of feedback, consistency, measurability and proof, at very little
extra cost. Staff can hear for themselves how to improve.
Multiple copies of tapes
or CD (individual or composite) can be supplied quite economically. WAV or MP3
files can be distributed on-line if required.
The overt approach is the more popular, although covert mystery
shopping calls can be conducted if it is decided that his approach would yield
better results.
In a typical Mystery
Shopping programme, a "shopper" is briefed to visit a Dealership. The shopper
is given a scenario, typically a vehicle to display an interest in and
questions to ask. Based on the observations made in the outlet, the shopper
fills out a comprehensive questionnaire.
Video recordings of visits can be
made.
The initial aim is to check that the correct
literature is being sent out by the Brochure Fulfilment Agency. It also ensures
that it is being sent out promptly. Postal assessment can also be used to
monitor direct mail campaign timings, as well as administrative
efficiency.
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