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Nine ways to maximize the effectiveness of your mystery shopping program
By Shawn T. Kiley
Its happened more often than I care to admit. A client will get the anticipated mystery shopping reports, distribute them to the appropriate department heads, they are reviewed for mistakes and then - NOTHING. Nothing happens! The reports are filed, in some cases employees are disciplined, in some cases employees are rewarded, but most of the time the papers get shuffled to the bottom of a paper pile on someones desk.
I have some clients who are getting remarkable results from their programs and Ive asked their permission to use some of their fantastic techniques for maximizing the potential of their mystery shopping program. Of course, I will keep their identity a secret to protect their information, but best practices is how things get done in our service and hospitality industry. If we can embrace that abundance mentality that Stephen R. Covey so eloquently talks about, we can all learn quite a bit from each other. But I do like to give this caveat - take the best and leave the rest. If it doesnt apply to your business, discard it. If it applies, use it! I will be sharing some of these techniques in the weeks to come. In the meantime, here are nine ways that you can use today to maximize the effectiveness of your mystery shopping program.
- Step 1
Hire a company like Aloha Solutions who specializes in Mystery Shopping and that you will feel comfortable working closely with. Since confidential information will often be shared, trust and sharing the values of your company are important determining factors.
- Step 2
Establish the purpose and goals for the program, such as improving customer service, running storewide contest, etc. When you have established the goals of your program it is critical that you share the expectations down to the lowest level of your organization. If possible, get front line employees involved. Definitely get department heads and middle management involved in the creation or at least the generation of ideas about what to use on your evaluations.
- Step 3
After reviewing your company's customer service standards, we will design a customized form for your operation. For multiunit operations, a scoring system is recommended to chart trends and compare scores between individual units or regions.
- Step 4
Aloha Solutions will review your form, goals and expectations with our shoppers.
- Step 5
The shoppers will complete the assignments as scheduled and return the reports back to Aloha Solutions in a timely manner.
- Step 6
Once the information is received back from Aloha Solutions, the data must be shared as quickly as possible with the staff. ESPECIALLY the good news. Numerous studies have shown that when mystery shopping is used as a spanking tool it will bring morale plummeting down quickly.
- Step 7
The client must now use the information in a positive manner by rewarding star performers or offering additional training in the areas that employees or departments did not perform well.
- Step 8
For best results, the client should post the results in all units as a constant reminder of the program and as a reminder of the standards the employees are expected to maintain. Remember, reward employees meeting or exceeding expectations immediately If possible, reward the stellar employees in public, at a pre-shift meeting, sales rally, etc.! Even if you have to simply call all the employees on the sales floor for a minute or two to announce that John Doe scored a 96% on the last report, do it! Remember, reward in public, discipline in private.
- Step 9
Aloha Solutions and the client will communicate to keep the forms updated with changes in company policy, products, promotions or procedures.
I hope this has been an effective introduction to how to maximize your program. By following just these simple nine steps, I guarantee you that your company will gain momentum from your mystery shopping program. You will clarify whats expected, generate excitement about the program and start figuring out some more interesting things to do with those evaluations!
Until next time... Shawn
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