Mystery Shopping: I Spy

Mystery shoppers are like secret agents. They’re on a mission, and they’re invisible to the general public. They swoop in, size up the situation, gather the info, and vanish. You’d never know a mystery shopper was on the scene.

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.

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: 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.

Creating the Ultimate Customer Experience: On the Case

Our thanks this month to guest blogger, Kathy Blumenstock. Kathy currently writes Animal Planet’s “The Mole” blog http://blogs.discovery.com/the_mole.  A career journalist, she has been a reporter and writer for The Washington Post, Sports Illustrated, USA Today,  NBC News and Entertainment Tonight.  Kathy also contributes feature stories to Knitchmagazine.com and Knit ‘N Style magazine.

When a computer is involved, most of us non-tech types cringe. I’m no different: replacing my long-serving ibook, I braced for the worst, fully expecting to fumble through new programs and finding the shortcuts and pathways to get me back on track. I was pleasantly surprised—okay, speechlessly shocked—when my worst fears were cushioned by understanding, helpful customer service professionals.

They talked me through setting up the laptop, even when I couldn’t figure out which purple cord belonged with which yellow port. With their guidance, the laptop morphed into an autopilot dream. Of course, all was going too smoothly.  That’s why the new modem decided to rebel. State-of-the-art, speedy and sleek, it’s designed to plug into multiple computers and phone lines.  The compact black box blinked on, grew hot to the touch, then quit. “Shouldn’t happen,” said the cheerful rep on the line. “I’m shipping you a replacement overnight.”

Okay, the new modem appeared a day later. And didn’t respond at all.  Another replacement was sent out,  while I wondered if I’d be the modem junkyard for the free world. When Modem #4 balked,  the service rep on the phone gave me her direct line, home and cell phone numbers. “From now on, I’m on this personally, if there is a problem, don’t go through the main number,” she said. “I’ll come out there in person if I have to.”

She didn’t: Modem #5 was the magic number, linking me to the cyberworld with green lights blinking. I was so glad it worked, and my personal service rep still emails me once a month to make sure I’m still happy with the modem; she has offered to send a backup just to keep on hand. “We want this to be a customer success story,” she says.  For me, it’s been one all along.

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Mystery Shopping: How to Choose a Great Mystery Shopping Company – Question #1

The secret to choosing a great mystery shopping company lies not only in the questions you ask but in the responses you receive. It’s important to listen carefully to the answers you get because you just may need to ask more questions.

At Market Viewpoint, LLC we happen to think that our shoppers are gold. The people who are evaluating your people and operations and providing you with feedback are critical to the quality of information you receive. You want these people to be the best.  Some of the questions you might want to consider asking a prospective mystery shopping company are contained in the following list:

• Who are your shoppers?
• Where do they come from?
• Can you segment your shopper database?
• Do you train your shoppers?
• Will the shoppers be coached on my project and the things that are important to me?

Now here are some other questions to ask that you may not have thought of and that the prospective mystery shopping company may not have heard before:

• What is the longest someone has shopped for you?
• Do you grade or rate your shoppers?
• What is your policy when there is a conflict of interest for a shopper?
• Will you provide me with some shopper references?
• What’s the worst thing you ever had happen with a mystery shopper and what did you do to resolve it?

The relationship a company has with its mystery shoppers is usually indicative of the relationship they have with their clients so it really pays to explore this area of a mystery company’s operations.

Let us know if you have any other questions you think are important to the selection process. We’d love to hear from you!

Thanks for reading and remember – the customer is always watching!

Creating the Ultimate Customer Experience: Using Products to Add Transactional Value

Consumers love to experience that WOW factor. Mystery shoppers are specifically trained to look for these experiences on their assignments, so it was particularly delightful for me when I experienced this on my way home from a speaking engagement in Virginia. I was several hours into the drive when I began to feel fatigued so I stopped at a popular fast food restaurant, which I’ve never patronized, to stretch and order something to drink. I was tempted by their selection of milkshakes so I ordered one. As I said, I was tired and on auto-pilot so I really wasn’t paying too much attention to the transaction. It occurred without incident and I took my purchase, which the associate placed in a bag, and headed back to my car to continue my journey. So far, this was a common, average, everyday, just ok experience but get ready. I am about to share with you what the associate did to make me a raging fan.

After starting the car, I opened the bag and there, just underneath the clear plastic lid, on top of the milkshake, were dots of chocolate syrup made into the shape of a smiley face! It might be a little corny, but I smiled all the way home. That associate made my day and I’ve been buying my shakes from that fast food retailer all summer.

• So what can you do with your products or product transactions to make them memorable?
• Remember, you may only get one chance to make a good first impression. Make that impression stick!

Use your products to make doing business with you memorable and you just may create customers for life!

Become a Mystery Shopper: 5 Ways to Become a Great Mystery Shopper

Becoming a mystery shopper is a great way to earn extra money and in this economy, who wouldn’t want to do that? But becoming a great mystery shopper takes patience, skill, and the willingness to learn a new craft. Discover the ways you can become the “go-to” shopper for all the mystery shopping comapnies you work for. It’s easy but you need to be willing to spend some time sharpening your skills. Over the course of the next few weeks consider working on the following activities:

1. Practice observing not judging. One of the mistakes mystery shoppers make is they allow judgment to creep into their reports. Most of the time, companies are simply looking for you to report the facts and only the facts, except in those cases where you opinion is asked for. So practice observing. Keep a small notebook with you and even when you arc not on “duty” jot down things you observe as you are out and about enjoying shopping at your local mall.
2. Keep fairness in mind. Many times the work we do as mystery shoppers forces us to report the negative aspects of a customer experience. When you find yourself in this situation of having to report on negative encounters, report on all the things that may have been happening at the time of your shop to give the management a broadest possible perspective of your visit.
3. Sharpen your writing skills. One of the things that adds to the cost of delivering quality mystery shops to client companies is the need to edit and in some cases, completely rewrite a shopper’s report because they typed all in capital letters. Pay close attention to grammar, punctuation, spelling, and content. Good writers are rare in today’s world and if you fall into this category, you will be a top consideration when it comes to assigning shops.
4. Ask questions if you are unsure of your assignment. Good mystery shoppers know the importance of having all the facts before they set out to shop. Great mystery shoppers will verify and clarify aspects of the assignment that may be unclear.
5. Practice your communication skills. These include listening, speaking, writing, body language, and the formulation of organized clear, concise thoughts and ideas. Signing up for a communications skills class at your local community college or workshop provider may be a good way to strengthen these skills.

If you practice these very important skills as you build your mystery shopping business, we know that you will be considered for the choice assignment. Being in demand is a very nice position to be in!

To become a part of our mystery shopping database, we encourage you to visit www.marketviewpoint.com. Read all about the world of service evaluation and how to stand out as a top performing shopper!