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Indistinct buyer: how to use the orthodox tool today

What is the mystery shopping and why is this not the most fashionable but very effective technology for the client service assessing? Director of one famous Cinema chain introduced us the mystery shoppers and told about the advantages of their work "in the fields". 

In the modern world, the concept of "customer service" is acquiring special value every day, enriching itself with new terms. We often heard such concepts as customer journey, service design, client-centricity, NPS, etc. Some of them became so often used in everyday life and at all kinds of public events that turned into a "fashionable cliché", losing all the original meaning and depth.

In fact, the basis of the customer service has still the same quality and orthodox quality management system. The system consists of a set of tools, the choice of which depends on the maturity, level of awareness and preferences of the company's management. The system is similar to the LEGO constructor, you have a set of parts and there is a final vision of the result. In this case, everyone chooses the complexity of the constructor "on his own", depending on the desired goals, the available resource and the availability of the necessary components. 

Such a multifunctional and multilayered system we build at our company - the largest chain of cinemas in Ukraine. 

This time it will be a question of one of the tools that has absolutely not deserved to be considered not the most fashionable for today, especially among non-practitioners - this technology is the evaluation of the quality of the service "Mystery Shopping". In my opinion, this is one of the best ways to monitor the implementation of standards (behavioral, operational) in all channels of interaction with customers, especially if you are a company that has more than one outlet of sales or service.

It's not enough just to create any standards and train the staff. It is necessary to implement a monitoring system, collect feedback from both clients and employees. 

A high level of service must be permanent, homogeneous and, above all, visible to the client. It is through the "Mystery Shopper" that all standards are monitored as they are seen by the company. It is a very useful tool for quality control of the companies whose subdivisions are located in different regions of the country. Keep your staff in good shape. 

Who are they, mystery shoppers? 

These are the ordinary customers who wish to participate in the program and for this are given special studies, training and certification. In my opinion, the international research company 4Service Group, which is one of the top 10 largest Mystery Shopping agencies in Europe, is the best provider of this service. The Mystery Shoppers of 4Service Group carried out over 1,500,000 evaluations in 52 countries around the world. 

An additional advantage of the program "Mystery shopper" lays in simplicity and accessibility. Each company has a personal cabinet, which is accessed from both the computer and the mobile device. The personal cabinet contains statistics and an analyst for all the visits for all periods of the program. 

The frequency of "Mystery shopper" technology conducting depends on the goals and objectives that you set for yourself. It can be from 1 time per month, up to 1 time a year. The "Mystery Shopper" rating is a very good KPI for employees of any level. These estimates can be escalated and integrated into indicators right up to the manager.

It is a very useful tool for quality control of the companies whose subdivisions are located in different regions of the country.

"Mystery shopper" gives an opportunity to assess the efficiency and coherence of the work of all business processes of the company. You can check the work of processes and personnel as each channel separately, and the entire client experience, if the client uses several channels: phone call, applications, chats, email, social networks, physical visit. The mystery shopper will pass your client's way from the choice of the goods to the receipt of the service. 

It is a mistake to believe that mystery shoppers can be replaced by the full-time employees. First, the company's personnel is a person interested, an evaluation of the company's work is an assessment of their work. Secondly, they will be recognized, and this fact will affect the quality of the research. The mystery shopper does not play a role, but does it naturally in the role of an ordinary client. It is very important. 

The "Mystery shopper" program also evolves over time and develops due to integration with other research technologies/techniques. The future of Mystery Shopping is a combination of traditional technology of Mystery Shopping with Customer Feedback, Customer Satisfaction, Social Media Analysis technologies (information analysis of social networks) in terms of financial results of the company. Technological progress allows receiving instant feedback from customers.

The future of Mystery Shopping is a combination of traditional technology of Mystery Shopping with Customer Feedback, Customer Satisfaction, Social Media Analysis technologies in terms of financial results of the company.

One example is the new online platform "online SARAFAN". This is a quick connection between the client and the director, which allows you to build communication with the client within five seconds on his complaint, offer or gratitude. 

With the help of "SARAFAN", the customers on the spot fix the impressions of the service and send feedback directly to the manager. Managers, in turn, are always aware of what is happening right now in sales departments and in service centers, they can in time influence and react to the situation. The basis and simplicity of the service lays in the QR code. 

It is important to remember and understand that this is only a set of tools that helps to achieve the desired results.

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