Mystery Shopping: A New Year – Time to think about THE END

This final week of the year tends to be a time of reflection for many and we would like to add one more thought to that list. The End result.

Eureka! You’ve decided to run a mystery shopping program so that you can see your business through your customers’ eyes. But what will you do with the data you receive?  Who is receiving it? How will it be distributed? Which departments can utilize the information? Are you going to share it with the individual employees – and use as a reward and recognition program for them? Or will you keep the information for senior management to understand what the customer likes and does not like? There are countless ways to make use of the information the shoppers provide.

Take a moment to consider some of the application of your mystery shopping program:

Human Resources:

Development of training programs

As a companion to the review process

Understanding staffing needs

Marketing:

Defining customer wants/needs for product

Development of marketing venues that the customer notices & prefers

Compliment to market research data

Operations:

Monitor facility conditions

Improve customer retention methods

Ensure product/service quality

Inclusion of a mystery shopping program into your organization can benefit all areas of the company, not just one management need.

We all look forward to a new year, a new start, a new perspective. Make 2010 the one where your organization will focus on the customer perspective – and watch sales and customer satisfaction grow to new heights.

Wishes for a Happy New Year to all!

Our thanks this month to guest blogger, Diane Sweeney. Diane has been with Market Viewpoint for 10 years and is currently VP of Operations. Diane has worked in marketing and human resources for all of her career. She also runs a nutrition consulting firm, Healthy Solutions. Her life-long love of writing now has a venue as a she blogs for Market Viewpoint, her own website, and those of friends. The service industries and the health of the human spirit are topics close to her heart.

Mystery Shopping: Grandma got Run Over by a Reindeer (or the Customer Got Plowed Over by Poor Service!)

The belief is that our staff will always treat the customer kindly – isn’t that the natural reaction when you are dealing with the public?

Once again, from our treasure trove of mystery shopping stories, we present you with:

Mythbusters of Mystery Shopping:

Real stories from actual mystery shoppers

Mythbuster #2 – Our employees know how to act in front of the customer, no matter what is going on behind the scenes.

FACT: I was conducting a dinner visit at a national casual dining chain restaurant. I arrived with a party of five other women from work, as instructed. We had to wait 20 minutes to be seated on a Monday night as we were told we were a “large party”. Our server was grumpy the whole evening. He rolled his eyes when we asked for separate checks before ordering.  He never offered refills. The worst part was when delivering my steaming hot fajitas, the server wore oven mitts and tried to hand them directly to me!! I asked him to please set them down in front of me, which he did with a loud sigh. Needless to say, the report was not glowing, and we didn’t return to that establishment!

FACT: The location was a highly regarded clothing store in a west coast mall. Both the outside and interior of the shop were in excellent condition. I was greeted promptly by a male with a broad smile, good eye contact and a pleasant voice. He offered to help me at once but I told him that I wanted to browse for a while. There were two other shoppers also checking out items. I selected a few pieces of clothing, placed them on my arm, and returned to the greeter to ask questions about my selections and to try them on in the fitting room. As we were discussing whether or not a fabric shrinks, the manager came stomping out of the back and approached us. Her face was full of anger and her eye of fury. She broke into a shouting rage directed at the associate who was assisting me. Unfortunately because I was standing next to him, the verbal abuse was directed at me also. The other two customers were also submitted to hearing the manager’s wrath.

The associate had not made a major error or stolen anything. I felt empathy for him and thought the manager should have taken him to the back to make her reprimand. It was extremely uncomfortable and unfortunately reflected poorly on the manager and the store.

FACT: I walked into the Cleaners and approached the counter.  A female employee greeted without smiling or making eye contact and asked me for my phone number.  I told her and she entered the number into the computer without looking up at me.  She then went off and immediately came back with clothes and placed them on the rack in front of me.  She did not confirm the amount of items I had cleaned, however I noticed immediately that all of the clothes on the rack did not belong to me as there were two men’s suits included with my 3 blouses.  Without looking up from the register, the employee stated the amount due and held out her hand for my payment.  I told to her that all of the clothes were not mine as I had only brought in 3 ladies blouses.  She looked up at me disgustedly and emphatically said, “Well they have your name on the tag!”  I told her that there must be some mistake as they are not my clothes.  She once again said, “Your name is on them so they must belong to you!”  I suggested to her that it must have been done in error as they are not mine and that I would not be paying for them.  I still was not able to convince her of the mistake; however she did make the adjustment so that I only had to pay for my blouses.  She did not thank me, nor did she apologize for the inconvenience this caused.  My hope is that the man that owned the 2 suits received them back.

BUSTED: Unfortunately, some employees do not realize the lasting effects of their actions or moods on the customer. If there is a competitor down the street, after encounters such as these, your customer is likely to go there to receive the customer service they believe they deserve. Mystery shopping on a regular basis will help to keep situations such as these in check.

Our thanks this month to guest blogger, Diane Sweeney. Diane has been with Market Viewpoint for 10 years and is currently VP of Operations. Diane has worked in marketing and human resources for all of her career. She also runs a nutrition consulting firm, Healthy Solutions. Her life-long love of writing now has a venue as a she blogs for Market Viewpoint, her own website, and those of friends. The service industries and the health of the human spirit are topics close to her heart.

Mystery Shopping: Is there a Scrooge on your staff?

The holiday season revolves around beliefs, traditions, and stories. Many are true and some have been fabricated; woven and expanded through years, some have become more than the originator expected them to be.

As managers, we believe we hire good, nice, honest people to service our customers. We spend time training them, showing them the ropes and teaching them what customer service is all about. Our belief is that they will present to our customer the true nature of our business and intent. People, however, are human after all, and many like to weave their own version of your business.

From our treasure trove of mystery shopping stories, we present you with:

Mythbusters of Mystery Shopping:

Real stories from actual mystery shoppers

Myth #1: Our staff is honest!

FACT: I was doing a fast food shop once and asked “what’s good?” to the crewperson. He replied “I wouldn’t eat anything here are you kidding me?” If that wasn’t bad enough, as I proceeded to a table to drink my coffee/eat a breakfast item, the manager’s wife came in with their baby. She handed it across the counter to an employee who waited on the next customer as she was holding the baby. This went on for about 15 minutes and the crewpersons kept handing off the baby behind the counter from one to another while the manager’s wife had something to eat in the dining room. If they only knew who was sitting there taking it all in….

FACT: I was sent to evaluate a bar. It was an age compliance shop, meaning, I was supposed to sit at the bar and order an alcoholic beverage. If the bartender didn’t card me, I was supposed to immediately ask to see his manager, and give then a red “try harder” card. If the bartender were to card me, he would be rewarded with a green “congratulations” card on the spot. I sat down and ordered a light beer, the bartender began pouring and didn’t card me. I asked to see the manager and presented the red card. The bartender turns to his boss and says, “Well, look at her. Come on.”. I was very insulted and the bartender was extremely rude with his statement. I’ve never been back and don’t plan a return visit any time soon. I’m young, I tell you!

FACT: Once I was doing a bar shop and things were going as to be expected.  Suddenly, the bartender pours himself a shot and does it.  He then hands one to a customer (whom he apparently knew) without ringing it in, and that customer did a shot.  The bartender ended up consuming three shots while I was at the bar – who knows how many he did after I left!  Needless to say, it was an interesting write up.

BUSTED: Honesty is good to a point! Used to enhance your staff, your business and your customers.  In all likelihood most of your staff is honest and discreet, no matter what their real opinion may be . . . but mystery shopping on a regular basis will uncover those who take it up on themselves to reveal a bit more than necessary!

Our thanks this month to guest blogger, Diane Sweeney. Diane has been with Market Viewpoint for 10 years and is currently VP of Operations. Diane has worked in marketing and human resources for all of her career. She also runs a nutrition consulting firm, Healthy Solutions. Her life-long love of writing now has a venue as a she blogs for Market Viewpoint, her own website, and those of friends. The service industries and the health of the human spirit are topics close to her heart.

Mystery Shopping: Are You the Rudolph the Red Nosed Reindeer of Customer Service?

Rudolph struggled early on to find his rightful place in the herd. He did things a bit differently; looked a bit stranger than most, but eventually he found his spot among his peers – at the head of the pack. He led them through the storm and made all the children – his ‘customers’ – happy!

What is the shiny red nose of your business? Is it a person or a concept who leads your office? Mystery shoppers can help you see your business from the customers’ perspective and identify those people and ideas in your organization that illuminate the customer experience.

Take for instance the bank representative who welcomed the prospective customer (mystery shopper) into her office, offered her a beverage, closed the door, and then said, “How can I help you?” Those 2 extra minutes spent to make the person feel comfortable went a long way to saying you are welcome here. When she asked several questions about the prospect’s current banking situation, she explained, “I’m not being nosy, I just want to be able to offer you appropriate products and options”, the person then knew that their business was valued.

Some employees may balk and say that this is intrusive, people don’t want you to ask all those questions, but the truth is people like it when others pay attention to them. Asking questions about their interests and needs that relate to your business makes them feel respected and appreciated. And when they feel that way – they will return the favor by doing business with you!

“A leader takes people where they want to go. A great leader takes people where they don’t necessarily want to go but ought to be.” ~ Rosalynn Carter

Let your staff be the Rudolph of your industry – and you will find your way to happier clients and greater profits!

Our thanks this month to guest blogger, Diane Sweeney. Diane has been with Market Viewpoint for 10 years and is currently VP of Operations. Diane has worked in marketing and human resources for all of her career. She also runs a nutrition consulting firm, Healthy Solutions. Her life-long love of writing now has a venue as a she blogs for Market Viewpoint, her own website, and those of friends. The service industries and the health of the human spirit are topics close to her heart.

Mystery Shopping: Happy Bing a Ling and Other Christmas Elf Stories!

Happy Bing-a-Ling

No, that is not the new politically correct way to greet during the holiday season – it is my elf name! I learned it at one of those cute websites you come across when doing research for blogs! A silly thing it is, of course, but something that got everyone laughing and joking in the office.

Are your employees laughing? Are they pumped up for the busy holiday rush, the end of year number crunching, or the planning for the new year marketing program? Employee perspective is as important as is customer perspective – for if you don’t have happy employees, you undoubtedly will not have many happy customers.

Take for example the young teen in the grocery store who would much rather be home playing on his video system than bagging turkeys and eggnog. Aside from the need for cash for more video games, what can an employer do to keep this individual returning to work with a smile?

If you only teach him to bag groceries, he will likely lose interest quickly. If he is trained to understand he is part of a larger whole, if he is taken through the process so that he know what goes on behind the scenes, as well as on the front end, if he understands that properly bagging for a customer according to their wishes brings that customer back, and if he knows for sure a smile and hello can go a long way to customer satisfaction, his outlook and performance can be very different. People like to know the job they do is important – and showing them that every link in your chain is a necessary part of the organization will make them feel that way.

Mystery shopping can help you to identify the people in your organization or areas of customer service that need a little TLC – Training, Listening, and Concern. Then include a training program or two in the new year so that all of your ‘elves’ will be whistling while they work all year long!

By the way – you can learn your elf name at: http://www.jokesunlimited.com/christmas_elf_name.php

Sincerely,

Happy Bing-a-Ling

Our thanks this month to guest blogger, Diane Sweeney. Diane has been with Market Viewpoint for 10 years and is currently VP of Operations. Diane has worked in marketing and human resources for all of her career. She also runs a nutrition consulting firm, Healthy Solutions. Her life-long love of writing now has a venue as a she blogs for Market Viewpoint, her own website, and those of friends. The service industries and the health of the human spirit are topics close to her heart.

Mystery Shopping: The Customer Wish List

Do you know for sure what would be on your client’s or customer’s wish list? You know what is on your child’s list, on your mom’s list, and of course, on your list! But have you taken the time to ask your customers what they would like for the holiday, OR all year round?

Most marketers tend to think in terms of store or branch environment, product selection, product pricing, etc. But there are lots of little things about each service establishment (be it retail, banking, housing, dining, day care, and more) that does make you different from the rest. Instead of assuming you have what most of your clients want, why not ask? Including a customer perspective in your mystery shops or surveying your customer base will assist you in knowing what is on that customer wish list.

Consider asking questions such as:

1. “What, if we stopped doing it, would make you love us more?” This seems odd, but it’s much easier to stop doing something than to start doing something new.

2. “What, if we stopped doing it, would make you leave us forever?” Again, what should we never stop doing, rather than what more should we do for you?

3. “What would you tell your best friend about us?” This teaches you something about how you are positioned in the world.

There are lots of wishes going on this time of year; include knowing what your customer’s wishes are in your budget for next year!

Our thanks this month to guest blogger, Diane Sweeney. Diane has been with Market Viewpoint for 10 years and is currently VP of Operations with our firm. Diane has worked in marketing and human resources for all of her career. She also runs a nutrition consulting firm, Healthy Solutions. Her life-long love of writing now has a venue as she blogs for Market Viewpoint, her own website, and those of friends. The service industries and the health of the human spirit are topics close to her heart.

Mystery Shopping: Do You Hear What I Hear? Listening In On the Competition

The holiday season brings to us endless stories in the media about what is going on in various industries, parts of the country, online and in retail stores. Our minds are bombarded with statistics, pictures, and facts – some true, and some not so true. What is a manager to do to determine where his or her establishment fits in among the rest? What is really making people go to the bank down the street – CD rates or the customer service? Does Superdupermart really have that much more inventory of the latest, hot gadget or toy?

We all know there are commodity items in each of our marketplaces that can be bought, purchased, rented and leased at similar prices. What separates you from the rest? More importantly, what is your competition down the street or across town doing differently than you? When you learn what that is – you then have real information about your actual competitors that will allow you continue to train and develop your staff to stay ahead of the pack, or to notch it up and find ways to stand out from the “other guys”.

Mystery shopping your competitors is a great way to get current information about your competition from the customer’s perspective. After all, isn’t the customer the one you are truly trying to please?  You will then be hearing straight from the customer what they hear at your place and your competitors – and what they want and expect from your business.

Our thanks this month to guest blogger, Diane Sweeney. Diane has been with Market Viewpoint for 10 years and is currently VP of Operations with our firm. Diane has worked in marketing and human resources for all of her career. She also runs a nutrition consulting firm, Healthy Solutions. Her life-long love of writing now has a venue as she blogs for Market Viewpoint, her own website, and those of friends. The service industries and the health of the human spirit are topics close to her heart.

Mystery Shopping: Shine the Lights! Trim That Tree! (Really, Cut the Branches, So I Can Get Past!)

Have you ever walked into a store with so much merchandise displayed that you didn’t know where to look? Or the seasonal decorations were so overwhelming, that you had no idea if they had the product you were hoping to buy?

Recently I stopped in at a local novelty, home decorating type of store. This is the type of store that you expect to have lots of ‘stuff’, but I literally could not get a cart down most aisles. Maneuvering around the merchandise and holiday displays was similar to getting oneself through an obstacle course, and not something I had planned on that day. I abandoned my cart, picked up what I had come in for, and headed to the checkout. A few other things caught my eye, and had the conditions been more welcoming, that final tally at the checkout likely would have been a bit higher.

Mystery shoppers can not only shine the light on your customer service issues, many companies also use it to understand what works or doesn’t work about their store environment, including parking, odors, and more. What appears to be pretty or easy to an architect or planner, is not always the same to a customer.

Holiday decorations make everyone smile – to a point. Remember, the purposes of your displays are to get customers to purchase and to create  interest in your service or product. If the amount of merchandise or information is too overwhelming, you may be losing valuable sales. So shine the lights on those items that are of most interest to your customer, but don’t make them trip over it!

Our thanks this month to guest blogger, Diane Sweeney. Diane has been with Market Viewpoint for 10 years and is currently VP of Operations with our firm. Diane has worked in marketing and human resources for all of her career. She also runs a nutrition consulting firm, Healthy Solutions. Her life-long love of writing now has a venue as she blogs for Market Viewpoint, her own website, and those of friends. The service industries and the health of the human spirit are topics close to her heart.

Mystery Shopping: Should You Mystery Shop During the Holidays?

It’s upon us! THE HOLIDAYS! Remember when you would say that with glee? Now many of us take a deep breath, poise in starting position, and approach December as a race to make it through. If your business is retail, delivery or catering, some of your staff may not think there is anything gleeful about these next few weeks – just a lot of work dealing with your needy, impatient customer base. However, for many businesses, it is also the month that means the most to your bottom line. So how are those customers being treated?

We can’t tell you how many clients have said, “It’s not fair to mystery shop our people in December – things are not normal.” “Exactly!” we respond. For many consumers, this might be the only time of the year they step through your door in an attempt to find the perfect gift for Aunt Olga or Cousin Ted. Or your dining establishment is convenient to where they are shopping, and they decide to ‘try you out.” Or because they have time off, they decide to open a new savings account or start a search for day care for their child for next year.

Now is your time for you to identify that bright star of the season on your staff who dares to deliver excellent customer service to those weary, information over-loaded people who are seeking your product. The kind of customer service clients will remember and tell others about. The kind of customer service that you want to recognize and reward.

Just because your staff is in holiday mode does not mean that service should suffer or the client should ‘understand that it’s the holidays’.  Do you know if your employees are making your clientele sing “It’s the Most Wonderful Time of the Year?”

Our thanks this month to guest blogger, Diane Sweeney. Diane has been with Market Viewpoint for 10 years and is currently VP of Operations with our firm. Diane has worked in marketing and human resources for all of her career. She also runs a nutrition consulting firm, Healthy Solutions. Her life-long love of writing now has a venue as she blogs for Market Viewpoint, her own website, and those of friends. The service industries and the health of the human spirit are topics close to her heart.