From this information, we are in a better position to consult with each client and provide a customized plan and solution that is specific to their needs, rather than just proposing a service, collecting information and hoping it makes a difference. More…
As a general overview to our approach in conducting on-site mystery shops, the first step as mentioned above is to roll up our sleeves and learn what you have been doing, and then develop a plan for moving forward. Once everyone is comfortable with the plan and we are all on the same page, we begin to develop the customized shopper forms for auditing the stores. As we develop the forms, we take a very objective approach to ensure that when the shoppers are in the field auditing each store, the information they are reporting is un-bias and not subjective.
Once these forms have been developed and everyone is on-board that each question is representative, fair, and weighted properly, we then code them into our on-line dynamic reporting system. Once this has been completed, we then begin to develop the shopper training instructions and internal documentation for program management. After these items are checked off and we have appointed a dedicated project manager to your team, we then import the location information into our system and setup the various levels, ensuring each manager receives the correct reports for his or her locations, regions or territories etc. (if applicable) From that point we are ready to begin recruiting and training the shoppers.
One element that is important to note is that we will also work with you to ensure that the proper demographics are in place so that when we are recruiting shoppers, we are only utilizing shoppers that fit the profile of a typical customer.
Before the shoppers are deployed, they must first go through the instructions and shop notes to ensure they know exactly what is required of them as well as the specific details they are to pay attention to during their visit. Additionally, they are required to also be familiar with each question that is on their forms so they do not miss any critical information.
Upon arrival to the stores, they begin their evaluation at curbside auditing the outside conditions of the stores including signage and any noted repairs that may be discovered. Once they enter the store, they begin evaluating each area of their experience including the initial greeting, friendliness, professionalism and overall sales skills of the associates. Additionally, they are auditing the internal conditions of the store including any noted safety or trip hazards.
As part of our on-site service, we would also require each shopper to bring either a digital camera or have a cell phone with a high resolution camera to take inconspicuous photos. This may include the outside of the store, signage, food, merchandising etc. These photos are then uploaded and embedded into their reports for easy viewing. This ensures the shoppers were there as scheduled, and that you are able to see first-hand any critical conditions that may have been present, rather than just reading about them.
We will also create a “smart phone’ enabled version of the forms so that shoppers with web-enabled phones can actually complete all, or a portion of their reports from their cars as they leave the store. In many cases the shoppers can complete and submit their entire report to our office for quality review before they even leave the parking lot. This level of reporting means lighting fast results for our clients.
The way the reports work once they are completed, is that they are submitted to our office and our quality review team reads each and every report submitted to our office for QC. Once the reports have been reviewed for accuracy, content, grammar and spelling and have been approved, they are instantly sent to the client by way of automated email in a PDF format with the embedded pictures and wave files. (if recorded calls are a portion of the shops)
In addition to the reports being sent instantly as they are received and approved, we can create triggers that direct each report, or sets of reports to specific managers or supervisors. This ensures that only reports that pertain to them are received. Additionally, we have a host of other reporting tools available on-line for further analysis and trending. (more about this in the reporting section)