Mystery Shopping and Survey Reports
So you have hired these ‘mystery shoppers’ to give you a full report on your business traffic, customer service, and overall quality. You want to use this information to make important decisions about your locations future.
This information could make or break your decision about opening up new locations. Or giving a long standing employee a raise or promotion. But what is this information? How should you interpret it? And how much standing should you hold it in?
First of all you should remember one thing; mystery shoppers are your employees also. They should be working for you and they should get you results; even if the answers are not something you necessarily want to hear. You need to keep your expectations for your mystery shopper in line with something that they are able to deliver. It’s just like any employee; if your workers told you at 5PM that they could have the whole store turned around by 8 that night, you’d know that’s physically impossible and they’d do a bad job at it. Mystery shoppers are your employees; it’s important to remember just how much they’re able to assist and keep your expectations grounded around that.
So when your employee talks about any reports that they’re going to get you, they should include information that’s pertinent to you. These “survey reports” should be totally tailored to your business’ needs, with the information about the employees or practices that you’re looking for, without a doubt. If any company tries to float anything else under our nose, you shouldn’t stand for it.
What these reports typically cover is “ensuring cross-selling and suggestive sales” “identify actionable tasks to improve customer service” and “unfiltered feedback from customers,” which is fine, but you need to be wary. If companies start trying to float information past you that doesn’t make any sense to you or apply to your needs, then you should question it. There is no need to take information you don’t understand or to question the relevance of something even if it’s the ‘centerpiece’ of their business model. You need someone who will work effectively for you and give you the results you are looking for.
One last thing to watch out for is false promises. If a company starts making outlandish or unreasonable promises for what it can deliver, than you might think about not working with this company. One of the websites says “Let US make you a leader in your industry!” Kind of big britches to fill; and what is the guarantee that you’ll do that? And what if you don’t? it would seem that anyone who makes promises they can’t fulfill isn’t someone I’d want to do business with.
A common sense approach to your mystery shoppers is what seems logical in the grand scheme. After all, what makes sense in life… eh? But so long as you keep your expectations in line with realism and don’t just throw your money at any Tom, Dick, or Harry that comes your way, you and your business should be just fine.