Mystery shopping can be used in any industry where your staff has contact with customers.
You can check the conditions at your point of sale (or at that of your competitor) by using:
- Mystery personal visit (Mystery Shopping) – assesses the responsiveness and friendliness of staff, their implementation of sales processes, their expertise and they way they provide information …
- A mystery phone call (Mystery Call) – to assess the responsiveness and friendliness of staff, their expertise, and their ability to provide information on the phone ….
- Mystery e-assessment (Mystery E-mail) – to assess responsiveness and friendliness of staff, their skills at providing information ….
- B2B Mystery – to assess the response, friendliness of staff, implementing of sales processes, expertise, and the way they provide information when dealing with the companies..
- Benchmarking (verification of competitors) – the same procedures are evaluated as the ones in your company, so you can make a comparison between you and your competitor..
In this type of study it is particularly important to consider the ethical principles of the MSPA Association (you can read more about MSPA ethical principles »HERE«)
Below, we present in detail how you can use mystery shopping in your company in a practical fashion:
- In your outlets
Find out what is happening in practice at points of sale and what are the weakest points of sale that you can immediately improve service. After the results have been obtained, you can act immediately with interviews and action plans with your employees. It is also possible to organize training on the subject of weak point of sales. Then repeat the mystery shopping to make sure that employees are already practicing what they have learned in the workplace.
- In the competition’s outlets
You’ll also get specific information on how the competition is responding to the recession, what are their offers and special offers … and what are their strengths and weaknesses, and thus learn from them.
- To discover your best sales staff (your “stars”), as well as the average ones and those that are not quite as effective.
Greater sales results can be expected from your best sales staff, but it is necessary to motivate and engage with them. To more easily discover them and determine what sales knowledge those individuals still lack so to make them the best they can be, use the mystery shopping service.
- For newly recruited sales staff
Discover their initial motivation, kindness, willingness to help the customer. This is when the assessment of professionalism will probably be really low because the employee is a beginner, but new employees will in the future learn everything needed for their work, if they are motivated enough to engage with the customers
- For manufacturers and distributors
Determine which product of which manufacturer a salesman would first present or offer to the buyer when the buyer asks for information or wants to make a purchase. In these types of services the focus is not on the friendliness of staff but it is used to verify their expertise regarding a particular manufacturer, how they advocate that manufacturer, how much they can advise on the use of the product, about warranty claims, … This type of service can also be used to check exhibits, stock and visibility of catalogs and brochures. Based on this information you can keep track of how well (or how badly) your sales representatives and sales promoters do their job.
- To check work ethics
This interests the companies that provide personal services (hairdressers, masseurs, beauticians, car mechanics …): to see whether their employees adhere to ethical principles and do not offer their services to customers at home, or do undeclared work.
- To verify the integrity of employees
With regard to invoicing?(e.g. catering, car mechanics: writing accounts by hand rather than using a computer-printed version…).
- To verify the B2B business
All of these different types of service (personal visits, telephone calls and e-communication) can also be used to check the business world (e.g. the purchase of a van for the company, enquiring for credit for business purposes …).
- For the purposes of internal training in your company
- Before a seminar for employees:
Check the weak points in the sales process and sales techniques, level of expertise and communication with the customers (in person and on the phone). Then prepare the content of the seminar based on these findings.
- After the seminar for employees:
Check out what your employees learned from the seminar and which features they use in the workplace and thus make sure that your investment for seminars will pay off in practice regarding the relationship with the customers..
- …and a lot of other useful information relevant to your business.