Mystery shopping on behalf of a major UK supplier to assess levels of customer service.
Examples of our Work - Mystery Shopping
Background
This mystery shopping research on behalf of a leading UK based supplier is used to assess the level of customer service to trade and retail customers over time. As our client’s business has grown from 3 to over 50 branches, so has the scope of the mystery shopping and this project has now been running for a period of 12 years. As well as this ongoing work, we have also undertaken a number of specialist mystery shopping projects for the client focused on understanding areas of weakness or assessing the impact of training schemes on performance.
The mystery shopping work has been complemented by other studies investigating different aspects of our client’s performance. These have included:
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Qualitative research to identify factors which influence the trade’s choice of supplier;
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Quantitative research into trade awareness of the client and their competitors, and their perceptions of each on the key factors emerging from the qualitative stage;
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Quantitative research and statistical analysis to determine the effectiveness of the client’s advertising budget
Objectives
Objectives of mystery shopping work
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To monitor levels of customer service on an ongoing basis and identify areas of strength and weakness
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To identify branches where improvements in customer service can be made
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To identify training needs and establish how those needs can best be met
Methodology
PCP interviewers pose as potential buyers and the mystery shopping typically takes the form of a simple telephone enquiry about price and availability. A range of different “scenarios” is used each quarter and each is repeated identically across all branches to ensure that valid comparisons can be made.
Calls are made both as trade and retail customers. All calls are recorded and staff are evaluated against specific criteria on a structured marking sheet. The marking sheet records performance under a series of factors – speed of response, manner, selling ability and knowledge / accuracy. Marking is carried out centrally using the call recordings to ensure consistency of assessment.
Outcome
Regular reports and presentations of results are produced, identifying strengths and weaknesses of the company’s performance on a branch-by-branch basis. Points on which improvement is required are agreed and recommendations made as to how to achieve these improvements. Performance is then re-assessed against the target improvements a few months later.
Training sessions have been run by PCP at branch level to ensure that all concerned are aware of the findings and have an opportunity to “role play” to achieve the desired improvements.
