Copyright Harvey Gilbert,Mystery Shopping For Positive Results,by Harvey Gilbert,Copyright Harvey Gilbert,My experience .Or the A to Z of mystery shopping,A Airports, airlines B Banks, betting shops C Castles, car dealers, call centres D Department stores, drug stores E Electrical outlets F Franchise operations G Government, greyhound racing H Hotels,I International projects J Jewellers K Kiddies clothes L Leisure outlets M Military bases, mobile phones N Newsagents O Opticians P Petrol retailers, pubs, pricing, post offices,Copyright Harvey Gilbert,Q Queuing R Restaurants S Supermarkets T Tourism, telecoms U Utilities e.g. Water suppliers,V Video MS W Wholesalers X Extra sales and profits Y Yachting Z Zoos,And theres more .,Copyright Harvey Gilbert,My agenda today .,Mystery shopping for positive results: The contribution that MS can make Setting-up and running a positive program Examples of using MS positively What can go wrong?,Copyright Harvey Gilbert,The contribution MS can make:,Mystery shopping enables us: To evaluate customer service performance against agreed KPIs Staff and management performance Benchmark against competitor performance To use the information: To manage, to train, and to incentivise at all levels To positively influence our customers behaviour. To give customers better service,Copyright Harvey Gilbert,Give customers better service and they will be encouraged:,To buy more To visit more often To do less business with competitors and even, pay more ,Copyright Harvey Gilbert,Setting up and running a positive MS program12 key processes:,Setting the program goals Finding a MS partner Designing the program Communications Designing the questionnaire Recruiting the shoppers,Scoring the questions Data collection Data preparation Managing the shoppers The reports Review and improve,COMMUNICATIONS is the most important aspect of any program,Copyright Harvey Gilbert,Setting the program goals,Client must decide what they want to achieve: Discuss this widely in the business Write down detailed objectives and action points Decide if MS is the right technique Review and change the KPIs. Ask “How will they help us achieve our business goals?” Decide how we will positively use the feedback to create action ALWAYS REMEMBER, this is a positive program: “The clients business is doing well, but they need to do better”,Copyright Harvey Gilbert,Finding an MS partner,The mystery shopping partnership needs to be built upon: Trust A provider with the right facilities Who is experienced Who is a member of MSPA The right price,Copyright Harvey Gilbert,Designing the MS Program,Client must discuss their objectives with their MS partner And give your MS partner all information needed Ensure that the program is positive and achievable: by your MS partner by your shoppers by your management and staff Ensure that the visit frequency allows time for reporting and for positive actions,Copyright Harvey Gilbert,Communications:,Mystery shopping only works positively if it is not a mystery to staff and management. Get everyone involved in the design of the project Tell them: Our objectives What we are doing How we will use the information What it means to them Give the program an identity e.g. Service Management Index Customer Focus Customer Service Index And you must aggressively discourage spot the mystery shopper,Copyright Harvey Gilbert,Designing the questionnaire,The questionnaire should always: Be concise, simple and easy for shoppers to complete Consist of objective questions Mainly yes/no questions Encourage comments by the shoppers Be focussed on observing staff performance of key KPIs,Copyright Harvey Gilbert,Recruiting the shoppers,All shoppers: Should be known to the MS provider Must be qualified for the project on the phone, the internet, or in person Should match the clients normal shopper profile And fulfil any special requirements e.g. wear glasses, drive a particular car etc. Must be able: to act like a normal customer to make our key observations and report on time, on the internet.,Copyright Harvey Gilbert,Managing the shoppers,Give them clear, simple and detailed instructions Allow them to come back to us with questions about their task Monitor every shoppers progress at all times Keep and analyse each shoppers work records Respect them, treat them as part of the team, and pay them reasonably and on time.,Copyright Harvey Gilbert,Scoring the questions,Client and provider must agree the scoring system Some questions may have no score: Day of visit Time of visit Some questions should have a higher score because the issues are more important: Legal/compliance issues Closing questions Current promotions Ensure that the scoring system is simple and understandable,Copyright Harvey Gilbert,Data preparation,Ensure that all shoppers reports are: Received on time Checked quickly Check every shop report for accuracy, objectivity, and consistency Re-contact shoppers if necessary to check details,Copyright Ha