In its most basic form, a mystery shopping program should cover the basics of how you want your customers treated. (I say customers, but what I mean is anyone interacting with your business) Write these specific and quantifiable steps down.
If you want to know how someone found you, write that down. If you want to make sure everyone has a name tag, write that down. Keep going until you can’t think of anything.
Make sure you train your employees in these “non-negotiable” items and sit down. Listen. Observe. Don’t say anything. How many of your employees are doing the basics.
Your next step should be to engage a professional mystery shopping company. They can take the outline you’ve developed and create a detailed observation form. They’ll be able to hone your observation points and make sure you have a sharp point. Require that they include meaningful comments, and that the results are delivered to you online as quickly as possible. They should be able to give you access 24/7 to your results, too. Don’t get pulled into a bunch of nifty graphing options or fancy reports. The fact is, 90% of the “flash” offered in reporting is just that, flash. And, while we love to sell you more sizzle — it costs more — most clients don’t need it, most certainly when they are starting out!
