Top 3 Ways To Use The Data from Mystery Shopping
Every mystery shopping program is different, as each program is set-up and designed specifically for a client. Hence, the data gathered is esoteric to that client. However, the general basics are the same. At the end of the project we are left with a lot of data.
Some of our clients subscribe to receive a Management Report. In the report, we highlight everything from overall and sectional performances, sectional breakdowns, scoring trends, improvement points as well as shopper insights.
What is the best way to use findings?
Share the information with the Team
It may seem obvious; however, I know from experience that only snippets of information are shared with the Team that was evaluated. A clear example that I have been a part of, is when a Manager informs the Team that they failed the Mystery Visit. The Manager then goes on to tell the Team, let’s do better next time. This was a store that had failed they’re Mystery Visits for the past 6 months (as far as I knew then).
Some managers may share more with the Team, of course. However, I would suggest actually explaining the purpose of the Mystery Visits and why it can help. When people don’t know the “why” they will not care.
It may be difficult, however, sharing both good and poor points with the Team will help them understand the end goal of the program. Walk through the weaker areas with the Team and what they can do to improve. Some employees may, through their own initiative, find ways to improve.
Highlight Improved Areas
As humans, we get motivated by the things we do well. Knowing we did well on something only makes us want to do better. Even if it was small area of the Mystery Visit, it is important to highlight this to the Team.
Just with poorer performing areas, it is best to highlight these areas to the whole team. Do not single any one team member out. In other words, have the team celebrate the little achievements.
Short-term Action Plans
I suggest short-term action plans with immediate effect. Not in lieu of a more comprehensive and long term solution. The short-term action plan will help managers put things in perspective. The team members can start focusing on improving weaker areas immediately as well.
For example, if up/cross selling is a weak area for the team members of a particular store. The manager can get the team members to give one up/cross selling item suggestion to 1 in every 5 customers. As the team members get more comfortable with that, they will eventually start up/cross selling more until it becomes habitual or even instinctive.