Mystery shoppers can provide feedback on a wide variety of specific areas, from customer experience, customer satisfaction and even a customer’s perception of the brand of the business being studied.
Is the dealer layout set up as mandated by the main brand? Is it clean and neat?
Engaging a mystery shopping program answers these questions and helps ensure that the facilities are always maintained and are up to the standards that the management expects of them.
Employee performance can be difficult to evaluate. Are they performing at the standards expected of them?
In addition, motivating employees is important, and engaging mystery shoppers in your dealer can serve as a good motivational tool for store employees by providing them on the spot incentives when they perform outstanding customer services.
How dealers’ employees perform and serve the customers leaves a lasting impression on them. Keeping employees on their feet and rewarding them for their dedication can foster a good working environment.
Competition in business, especially in retail, is fierce, so similarly, mystery shopping can also be used to scout the competition. How is the competition doing? How are they handling a new product? How are they promoting it? How do they perform their services? Getting insight into the competition through the eyes of a customer can give you a better view of what can be improved and enhanced in your own camp.
One of the biggest benefits of using mystery shopping is the increase in efficiency dealers can garner through it. Managers may be performing up to company standards and they may know their shop like the back of their hands, but an outside view can help monitor and measure the performance of the dealer’s customer services more accurately and reliably. Using mystery shoppers to pinpoint the weaknesses and areas of improvements.
Every dealer has company policies that may not work when passed down to the brand level. However, a great way to check if these company policies and standard operating procedures do work at the dealer level is by having mystery shoppers come and test them out. This is a great way to figure out whether top-down policies and operational procedures need to be revised or removed entirely to fit with situations found at the shop level.
