Creating the Ultimate Customer Experience: Cheers to All the Quirky Waitstaff Out There!

Customer experiences and breakfast are not usually two topics that I would logically pair, but I have to share the experience I had at a networking breakfast the other morning with a good friend and colleague of mine. We went through the usual mechanics of emailing each other trying to find a day, place, and time that worked for both of our schedules. We finally decided to meet at one of the popular national chains that specializes in breakfast because it was conveniently located at a half-way point for both of us. We had been there before and while we had a productive meeting we found the food to be bland, the waitstaff to be sleepy and disinterested, and the general decor and environment to be “corporate blah”.

At the last minute, something happened that was going to take one of us in the opposite direction after we met for breakfast so we decided to change the venue to a little mom and pop place that serves up breakfast and lunch and a fabulous customer experience.

Here’s how they do it:

This great little cafe understands the value of food that has personality. They have items on their menu that are different, unique, fresh, and fun.

The other thing that the owners of this cafe understand is the importance of having a fun quirky waitstaff. Our waitress, on this particular morning, was memorable in a very good way. Her appearance and personality were fun and funky and her demeanor indicated that she is as definitely a “morning person”.

And the environment…what a great place to hang out! The decor of this cafe is “island shabby chic”. It’s a visually enjoyable environment that invites the customer to chill out and relax.

My friend Jane and I left that cafe and meeting feeling a sense of accomplishment and so much more. It affected the rest of our day. The infusion of delicious creative food, a beautiful environment, and that quirky waitress into my day was so memorable that I can’t wait to go back for more! The choice of the national chain is out and the quirky cafe is in!

So let me ask you…what are you doing to be a little bit quirky in your business? What are you doing to be memorable?

• 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! www.twitter.com/AngelaMegasko

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: 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: 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: How to Choose a Great Mystery Shopping Company – The Final Question

In our last post, we talked about the importance of working with a mystery shopping company that can provide the high tech component that lends itself to efficiency and effectiveness in today’s competitive environment. But what about the personal touch? The way a mystery shopping company treats its is something you should be concerned about. But you can’t just come out and ask. Instead, you need to ask indirect questions that will clearly indicate how these companies react to their clients.

The following list of questions might help you get to the heart of this matter:

• How often can I expect you to be in touch after the launch of my program?
• Are there special offers or discounts for loyal customers?
• Will you come and visit from time to time to help us evaluate the results of our mystery shopping efforts?
• Do you provide training or additional programs and services to help my staff excel?
• How are client problems resolved?
• When was the last time you received an unsolicited testimonial from a client?

Keep in mind that mystery shopping companies are handling intimate data about your operations and your staff. You want this vendor to be considerate and sensitive to the fact that they are delivering information that has the potential to change the quality of people’s lives and the direction of a corporation.

So what kinds of questions would you ask if you were trying to determine how a company treats its customers?

And remember …not only is the customer always watching, they’re always listening too!

Mystery Shopping: How to Choose a Great Mystery Shopping Company – Question #3

Beyond the relationship a mystery shopping company has with its shoppers and the years of experience backing the firm, what else should you be asking about as you interview mystery shopping companies?

Let us recommend that you ask about the background and work experience of the owner. Ask what qualifies them to conduct service evaluation studies.

Mystery shopping is a serious business and has the potential to affect the lives of people and the success of businesses being evaluated. Mystery shopping is also labor intensive and can be complicated.  When doing your due diligence look for companies that are owned and managed by professionals with backgrounds in the fields of marketing, market research, and customer service.  These are professionals who can guide, recommend, and analyze to your best advantage. Program components such as survey instrument design can be tricky and if not done properly, can lead to inaccurate conclusions so the people you have designing your data collection instruments had better know what they are doing. You also want someone who can partner with you on this journey and offer you the best possible advice when it comes to customer retention – one of the most important factors in your firm’s profitability.

So as you prepare to research mystery companies, do a little background checking to ensure you are getting qualified, capable professionals to handle your program. You’ll be glad you asked this question and surprised at some of the answers you’ll get.

Remember…the customer is always watching!

Mystery Shopping: How to Choose a Mystery Shopping Company

Many companies are in the process of budgeting for their new fiscal year and some are considering adding mystery shopping as an operational line item. Others are making the decision to change mystery shopping companies but whether you are adding or changing, the fact remains the same; this can be a daunting task. Who do you ask? Where do you go to get honest information? Over the course of the next few weeks, we’ll be bringing you tips on things to look for in the company you’ll be entrusting with gathering the data that, in some cases, will guide your strategic and operating decisions over time.

Our postings will address:

1. The shoppers a mystery shopping company uses
2. The years of experience a mystery shopping company has
3. Mystery Shopping company credibility
4. Support Staff
5. Industry Experience
6. Use of Technology
7. The Personal Touch

Know that choosing a capable, honest, and company that is fun to work with does not have to be that difficult. It’s all in knowing what questions to ask and then knowing what to listen for in the responses you’re given. By taking the time to investigate your options carefully, you’ll be saving yourself big headaches over time.

Thanks for being one of our loyal readers and remember – the customer is always watching!