We’re often asked how to successfully launch a mystery shopping program. Getting the launch right is just as important as the program design.
Through our mystery shopping programs, Above Benchmark enjoys assisting businesses to develop a deeper understanding of their customers‘ experiences. Our clients are encouraged to take a holistic approach to market research, rather than viewing it as an independent activity. We would like to see this integration begin internally before we even begin the conversation.
We can design mystery shopping surveys for any business, but our most successful programs employ an integrated approach that lets us gather feedback from all stakeholders, including the CEO and field team.
When launching your mystery shopping program, make sure you follow these key steps:
1. Talk to your team:
Ask what’s important to them, what they think of the company’s overarching values and mission, how they’re different from competitors, etc. This is an invaluable insight into your business.
2. Share the Process:
From design to launch, you can update your team with the particulars and communicate your excitement. You should include the expected timeline for the program (e.g. monthly mystery shopping visits/quarterly phone enquiries, etc.), your expectations, and actionable outcomes. At Above Benchmark we offer customised introductory notes for your team.
3. Convey interconnectivity:
We design mystery shopping surveys to flow and that is how they should be received and communicated with your team. There is no one person who lets the store down or achieves a perfect score. It is the whole customer experience being assessed, which is why our surveys include comment sections in order to fully understand what happened. Yes/no questions will never reveal the full picture.
4. Focus on the positive:
Our mystery shoppers are trained to expect good customer service when assessing a location. Their focus is on the positive, but they also provide constructive feedback on anything that needs improvement. Therefore, when discussing mystery shopping with your team, focus on the positives, the chance to be noticed for the great work they do, and what can be gained from the program.
5. Incentivise:
At Above Benchmark we believe in celebrating the wins; therefore, we offer our clients certificates to pass onto their team when a location achieves a perfect score. You may wish to provide further incentives for your team with bonuses. Whether it’s monetary or a celebratory morning tea, it’s nice to be noticed and appreciated.
6. Follow up:
In order to fully realise the value in your mystery shopping program, and guarantee a successful launch, you must follow up on the results. This should be done in an open manner, discussing the results with your team, both the good and the bad.
All of these points are about the importance of communication, specifically open and positive communication. Mystery shopping is often misunderstood as spying on employees and trying to “catch them out.” When you involve the whole team from the beginning it gives everyone a voice and a sense of ownership, rather than creating an us-against-them dynamic. The more you blend your mystery shopping program and use positive language, the easier it will be to understand your customers’ experiences, which are integral to your brand’s culture.
If you would like to discuss a unique mystery shopping program and how to launch it successfully, please contact us for a no-obligation chat.
