It is an on-going survey aimed at assessing and monitoring the quality of service in the sale and post-sale phase.
Mystery Client is an instrument that allows to conduct a quick and objective survey of anything that takes place before the customer in points of sale dealing with consumer and/or durable goods, in post-sale service centres, in service providing centres and, more generally, in all places open to the public.
It measures…
the behaviour and politeness of the sales staff
the use of the proper sales arguments
the quality of customer relations
(empathy, diagnostic skills, proactivity, etc.)
the quality of sales communication
the product display
the look of the points of sale
the reactions of the sales staff to certain stimuli on the customer’s side: demands, objections, stress that clearly reflect what happens and/or may happen in daily life
Measure the strengths and weaknesses of the shop and/or brand both in absolute terms (with respect to itself) and with respect to competitors
Improve the quality of sales communication
Improve the quality and quantity of sales
Retain existing customers and attract new ones
Customize training projects for the sales staff.
How it works
It works through purchase simulations staged by specialized professionals, selected for acting as “typical” customers by age, gender, culture, outfit, residence, status, and trained by means of specific briefs.
The questionnaire
The researcher works according to a specific research protocol agreed with the company. At the end of the visit, a special questionnaire is completed.
The report provides an exhaustive overview of the strengths and weaknesses of each shop using numeric indexes calculated by means of an extremely accurate mathematical and statistical system.
The report also provides a dynamic interpretation of how phenomena develop, thus allowing
to monitor the appropriateness and effectiveness of corporate choices in time in terms of service
quality and relations.
The rest of the world. The “super-indexes”
While it is very important to know and measure one’s own competitive status, it is equally useful to compare such status with other Italian and European distribution systems. This is what the performance super-indexes allow to do.
Super-indexes are the result – continuously integrated and updated – of statistical surveys carried out every year in over 3,500 points of sale* in 20 different product areas in 17 countries throughout the world
*each monitored shop is visited at least twice to maximum twelve times a year.
