Mystery shoppers

Except when she announces her presence to the world, or at least, the store she’s surveying.  In the swirling aftermath of a post-Christmas sale, I heard the loud clear tones of a woman telling someone that she was “here to do a mystery shop, you know, look at everything and report about customer service and whether the store is clean.”  Her voice carried like a referee’s announcing a first down.  The woman standing closest to her, pushing a packed shopping cart, had mistaken her for a store employee, so she was busily explaining a mystery shopper’s tasks. “I look at everything, and if someone’s not wearing a name tag, I write it down,” she said. “Later I’ll go to the food court.  Last time I mystery shopped here, the pizza was cold.”  The woman with the cart asked a question and our mystery shopper replied, “Oh, the money isn’t great but I get to buy things and I can keep those. Plus they’ll reimburse me for the food. I mystery shop for [another store] too.  It adds up.”

She might have continued but her cell phone summoned her. “I can’t talk, I’m mystery shopping,” she told her caller. By now, several store employees were nearby.  They adjusted their facial expressions from “when’s my next break?” to “how may I help you?”

The temptation to grab her and deliver a lecture on the do’s and don’ts of mystery shopping was too great.  I left the store with increased respect for mystery shoppers who Do It Right, never even THINKING to behave as Miss Loud did. Hey, when there’s one like this on the loose, the high road is the only place to be.

As you consider your choice of a mystery shopping company, ask lots of questions about how they choose their shoppers and how they train them. It may mean the difference between a successful mystery shopping program or a failed one for your organization.

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.

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.

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.

Ever fill out one of those “how are we serving you” cards in a store or restaurant? Do you wonder if anyone’s paying attention? Actually, someone is, and I found the proof. I’d sent in dozens of them for one local eatery. I wanted them to know how they were serving me! But they were too busy making sandwiches, including one of my favorites,  with  spicy basil, fresh tomatoes, a little mozzarella and some secret sauce. It was even healthy, or so the menu claimed. “Can you wrap that in aluminum foil?” I always asked the preparer, who’d sigh before replacing the flimsy clear plastic with sturdier silver wrapping.

“Why do you do that?” my colleague Mary asked. I said the secret sauce soaked the flatbread and plastic, making a soggy mess before I could take a bite. “If they’d just read my many suggestion cards, they’d know.”  The cashier heard me and said, “You want a manager?” Sure, I said, hoping to get my common-sense suggestion heard at last. The harried manager held up a hand. “I’m listening, but change has to come from corporate,” he said. “I’ll send in your idea.”  I nobly refrained from saying, “Fat Chance.”  Next time I showed up to order my sandwich, the manager saw me, spoke to a server—and before I could speak, the aluminum foil was rattled out and ready. Even if they didn’t adopt my idea for everyone, isn’t it nice to be treated special because they listened?

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I can’t think of a greater dissatisfier than lack of product knowledge when it comes to customer satisfaction and retention. How much your employees know about your products and services can instill confidence in the organization for the sales transaction to take place, and indicate interest in the customer. Think of it this way, if an employee doesn’t know your products and services inside and out, how can they possibly match the needs of the customer with the appropriate product or service?

And customers are really smart, if an employee doesn’t come out with an honest reply of  “I don’t know” when a question is posed to them, a customer can tell when an employee is faking knowledge. The employee’s discomfort comes through their body language.

So do yourselves a favor and mystery shop to see where there may be holes in the product knowledge of your staff. A good mystery shopping company will help you devise scenarios to determine where more training may be necessary to get your staff comfortable with the array of products and services you offer.

Now get out there and make sure your staff knows your products inside and out!

• Like what you read? Digg, Stumble or Tweet this post!
• Market Viewpoint …helping you see your business through your customers’ eyes.
• Follow Angela Megasko, president of Market Viewpoint on Twitter today!