Why Do We Study Mystery Shopper Statistics??

Why Do We Study Mystery Shopper Statistics??

Recent studies have shown that the use of a mystery shopper is common in many commercial firms. Mystery shoppers are used to verify the standard of work and service offered by salespeople and customer service staff. But is this a necessary process or just a fashion which has taken hold of the market?

Managers often rate the performance of their staff and base future improvements on a mixture of intuition and their own experience. Managerial intuition supported by experience can positively affect the performance of activities and can even be seen as necessary to succeed. However, relying solely on it is risky, and irrational, although it often occurs that managers and executives lack sufficient time and relevant data to make decisions based upon other factors.

There are too many variables which affect market conditions, consumer preferences, and sales processes within the company to ignore them and make decisions without proper analysis. Prudent planning requires indicators which outline the appropriate courses of action. Mystery shopper type studies allow us to identify the strengths and weaknesses of a sales team. By obtaining adequate information about the quality of the work of the vendors we can accurately identify their potential - the strengths on which to rely and the weaknesses of their development needs. Thanks to this insight we can make training and other development activities for our traders which are more effective and address the areas in need of improvement. In this way we maximize the opportunity for real growth in the performance of our team.

For example, in a car sales firm the sale people received regular sales training, but this did not result in improved performances. The showroom manager was convinced that the team was friendly, communicative and skilled and there was no information giving details of the reasons for the current sales dip. This situation continued until the introduction of a mystery shopper research. The results of the mystery shoppers' visits clearly showed the specific weaknesses in the sales techniques of the workers; the vast majority of the employees had a problem with the diagnosis of customer needs and with closing sales techniques. Therefore, despite the relatively good relations with customers and their vast knowledge about cars, they were not as effective as they could have been. It also turned out that the previous training stressed the elements that the traders had already known and were obvious, and therefore did not bring an increase sales effectiveness.

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