No Mystery With a Mystery Shopper

Jan. 1, 2020
The use of a mystery shopper is not for the faint of heart, and you must be prepared to fix any issues.

Taking a look at your business when you're not there can bring you big insights.

All of us want to feel that we run a good business and provide excellent customer service, training, tools and adequate staff to be among the best in our market area. We want to be confident that we know what is going on in our stores. But how do you really know when you aren't there? How are our customers treated, and how well do our employees apply that training? These are tough questions; tough questions that need an answer.

I recently and very unusually visited one of my clients' operations and observed firsthand how staff at his six stores performed up close and very personal as a mystery shopper. Though there were some surprises, it showed a great company with a few issues to address and a lot to be proud of.

The plan to put me on the street as a mystery shopper was almost spur of the moment. I initially had been asked to speak at their monthly managers meeting about leadership. I had previously met, spoken with and interacted with virtually all of these people. I knew their quality going in.

The owner, general manager and I put an impromptu plan together where I would visit five stores the next day and the sixth the following day. We would discuss our findings with staff members that Tuesday night at their scheduled sales meeting.

I arrived at the first targeted store just as it was opening. I was driving a 1997 Chevy Lumina with nearly 110,000 miles and an expired state inspection. I was greeted very warmly and professionally and was promptly talked into a tire rotation, new wiper blades and a higher end oil change. So far so good! I was treated very well, and the work on my car was completed quickly. As I was paying, it became obvious that the employee recognized what was going on as he overwhelmed me, with good cheer, helpful information and courteous conversation. The good news here was that before he realized who I was, he was friendly, set expectations for my visit and made me feel welcome and important.

Some Disappointments

For the additional stores I visited, I was exposed to the best and the worst this company had to offer, and was both impressed and concerned about what I saw. On the good side, I was almost always greeted warmly, and in almost every case, there was a good effort at the counter to inform me about maintenance and sell me a more comprehensive service. It was hit and miss as to whether we would pull fluid samples, do courtesy checks or discuss any findings with me, and in several cases discuss findings before pulling the car out of the shop.

This last issue was disappointing, simply because I felt as though they were giving up on sales even before presenting them to me. I told each service advisor that I was looking to purchase the car for my daughter and wanted to see if the car was worth buying. I would say that most of the stores actually did a courtesy check, but only one of the six made appropriate recommendations for maintenance and repairs, totaling $1,700. Two or three others recommended services or a fuel filter, but nearly all of these recommendations were made with the car sitting outside the shop.

One final disappointment here was that this company has great tools and point of sale materials (bells and whistles), and in too many cases we missed opportunities to use them. You only get that one opportunity to make a great first impression and wow that new customer. We could have and should have done better here.

The Best Of Times

I had one service advisor treat me so well that I was sure that he had recognized me. He did such an incredibly good job at establishing the relationship that I had to struggle to fill in the blanks in my story. I heard the next day that this service advisor had located a job for me, knowing that I was looking and new to the area. I had another service advisor do a tremendous job of reading me an estimate, and he went to great length to discuss all that he had noted while the car was in. He then went on to prioritize it all and even set up an appointment for me later in the week. This was an impressive performance, but unfortunately it was done with my car sitting outside the shop.

The most impressive part to me was the positive discussions we had regarding my various adventures at the sales meeting that second night. I walked into this meeting prepared for the worst, but was pleasantly surprised by the thoughtful discussion and attentive review of all that had gone on. We were able to put it all in perspective, praise the good, discuss the negative and in the end set our sights on getting better. In my opinion these shops and staff have a lot to be proud of.

I would say that the use of a mystery shopper is not for the faint at heart, and if you are willing to introduce one into your shop, you must be prepared and committed to fix whatever issues might present themselves. In nearly every way, I was treated well and would likely come back if I was an actual customer. We have good people who got a little off track and we can fix that. I am sure that this company will be using mystery shoppers well into the future, and I would make a strong recommendation for similar efforts in your business.

Kicker head here

It can be painful and embarrassing, but how else will you ever know what your customers are seeing and experiencing? It is far too late when they have taken their business elsewhere. This owner and this general manager were exceptional in that they are committed to excellence. How willing would you be to turn the mirror on yourself and your business? My suggestion would be to steel yourself and be prepared for a less than flattering view.

Denial will obviously not address the issues that are occurring in your store right now, and you cannot begin to fix what you cannot see. Make the mirror your friend and work to improve the reflection. Ultimately, your employees will be better for the effort and your customers will be the happy beneficiaries.

A final observation: Being a mystery shopper is serious work that requires preparation and a good plan. It is essential to write down observations and other details immediately upon leaving a store. It is critical that your descriptions be accurate, both in giving credit and in expressing concerns. I was saved from my disorganization by a diligent general manager.

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