We have spoken countless times about the enormous importance of customer service and as any effort to provide exceptional service it’s welcome.
In this sense, many companies aware of this, are taking increasingly aggressive actions to achieve keep and make your customers feel good they know that if they don’t, their competitors surely will.
A strategy that is not new but that is taking every day more value for the small and medium businesses is he mystery customer service or also called “mystery shopper”. This is a service usually offered by marketing agencies that you can also turn into a interesting business option.
What is a Mystery Customer?
A mystery customer, more than an individual, is a marketing concept that has to do with the measurement of all factors related to customer service which is extremely useful for companies in order to improve the service provided by their employees.
The service has to do with visits made in a hidden and simulated way to the stores and offices of the contracting businesses to be able to technically measure the quality or deficiencies of the service provided.
What measurements does a mystery customer service offer?
To offer a report of technical value for the contracting company, mystery customer service must measure among other things:
- Presentation of dependents
- The warmth of care
- Greeting and using the right words
- Product knowledge
- Management of objetions
- Focus on selling
Additionally, the service in some cases may have the purpose of detect fraud or scams in the company caused by dishonest employees and for this purpose it seeks to determine:
- Suspicious or doubtful dependents
- Employees offering “special favors”
- Employees who do not submit an invoice
- Employees who denote money mismanagement
- Employees who do not respect company procedures
- Attention schedule
- Quality of service
- Prices and offers and promotions
- Catalog of products and services
- Value added
- Competitive advantages
How to structure your Mystery Shopper agency
Since it will be a service company, your strategy should basically include a catalog of services previously mentioned with their description, scope, prices and estimated times for the presentation of reports.
Of course, the strategy must be structured based on these factors and adjusted to the size of the company, since it is not the same to evaluate the service for a store with 3 branches than for a bank with 40 agencies throughout the country.
In most cases, you must hire a team of third parties with profiles appropriate to each type of business to carry out field work (research) after specific training so that they can meet the objectives set by the contracting company and who you must cancel their fees according to the visits made and reported.
An option that provides great added value to this service is for your mystery clients to make audio and video recordings of some of the visits made and which are part of the report presented to the company. Which of course requires you to have additional equipment and specific training for your collaborators to use it.
Part of the sales strategy should consider the possibility of signing a service contract per year or per semester. Time during which you can make not one but several visits to be able to measure improvements in service which is finally what every company wants and that allows you to have long-term permanent income.
So, as you can guess, this service is ideal for any company. From banks, telephone companies, car agencies, cinemas, schools, supermarkets, etc. even small businesses that want to know if their dependents are being honest during the owners’ absence.
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