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By David Lipton
While
truer words were never spoken, staff training is hardly the end of the line.
Many companies make the mistake of spending hundreds, if not thousands, if
not hundreds of thousands of dollars on training programs, but neglect to
spend even a fraction of the initial expenditure on re-enforcement of the
desired behaviors, or ongoing monitoring to ensure compliance of the key
performance indicators. Since up to 70% of what is presented in a training
seminar can be for-gotten by the time the employee leaves the room, and an
additional 20% will be forgotten within a week, it is critical to reinforce
desired actions and behaviors, immediately, or risk diminished returns on
your investment.
Mystery Shopping has proven its ability in the
retail and service market over the last 20 years. It has ensured that
customers receive the best possible service that a company is capable of
offering and that those representing the frontline of service always meet
industry standards. The importance of the ability to maintain checks and
balances in the workplace are evident to all businesses.
However, the measurement of success of a business begins with the frontline
work-ers. And what better way to gauge the quality of your business’s
service than by actually experiencing it through a fair, unbiased, encounter
form the perspective of a customer, fan, or guest?
Sensors Quality Management Inc. (SQM) has done just
this for clients in more than 40 countries around the world. Mystery
Shopping has been recognized in numerous sectors as a simple way to evaluate
and readjust businesses for the best service and greatest profit. Most
recently, the benefits of Mystery Shop - ping has begun to slowly infiltrate
the events facility and venue market, with good reason.
The proven abilities of a Mystery Shopper are
applicable to this industry as the reception of overall quality of
experience in that venue highly revolves around not only the centre, but
those who run it. Regardless of how immaculate the venue, or how spectacular
the show, the quality of service provided by frontline workers can determine
whether someone will return, or if they’ll spend their hard earned cash with
you. A great example is Maple Leaf Sports & Entertainment Ltd., owner of the
Toronto Maple Leafs hockey team. While Toronto’s undying fans continue to
pile into the building regardless of the situation on the ice, people wonder
how this franchise is so brilliantly successful. Part of that success is the
continued development and evaluation of frontline workers through SQM’s
Mystery Shopping program. If the Maple Leafs, one of the most revered sport
franchises, always fills the seats despite the team’s standings, is a
continued user of the programs, is it worth looking into?
The Definition
Mystery Shopping involves representatives of the company (or outsourced reps
like those of SQM) acting as customers and guests. Through unannou nced
visits and/or calls to your business, a predetermined list of criteria is
weighed and evaluated to grade the level of quality, service, and
cleanliness that is being offered to patrons. Then through individual
evaluations and summary statistical reports, management can identify whether
the standards and criteria developed by your company are in place, and more
importantly, regularly being followed. Programs are customized for each
client, and the rep modifies the components of the evaluation for your
specific venue. As part of SQM’s Event Venue Mystery Shopping Program,
clients can even lease SQM’s online system, in order to complete internal
Mystery Shops, using friends, family, or staff. While there are indeed some
issues that arise when using staff to complete the inspections, the benefit
of allowing your employees to step into the customers’ shoes for a day, far
outweigh the challenges.
Why Your Business Needs It
While people may attend a venue with a distinct purpose to watch a game or
attend a convention, they are more inclined to stay and spend more money
when they receive quality treatment. By ensuring staff are meeting their
needs, a company can be assured that every opportunity to maximize profits
is taken advantage of through upselling and building a relationship with
customers that make them want to return. The front line workers are the
direct link your company has with its customers and therefore one of the
most important. The Mystery Shopping can improve this based on simple
improvements found through:
•
Measuring the real customer experience against what
is expected from
your staff.
By measuring the success of frontline workers, a company has the
ability to
see the way the customers receive service and perceive the company.
Losses and
gains you would never have realized can be measured through the
process. And
money, even in the most unexpected places, still can generate
productive
profit.
• Company
standards are evaluated. The program allows you to see how well
the company’s
policies and standards are met. Mystery Shoppers measure the
difference between
what your company is offering versus what customers
actually receive.
This can also allow you to modify policies based on positive
behaviors that can
be adopted through quality customer service employees.
• Evaluates
staff training. There is no point training staff if one cannot
assess
the success of that
training. The skills acquired through the training that you
have offered are
reinforced and gauged through the program. An effective Mystery
Shopping program
can ensure these practices are always enacted, not just in
the presence of
supervisors.
The Results
The impact of Mystery Shoppers is instant and apparent. While managers and
administration can forecast the next term through annual sales and numbers,
the Mystery Shopping program supplies them with an accurate measurement of
customer gratification through variables that your company may not even
realize exists. The way you manage your facility can be adjusted or just
maintained based on actual customer desires and wants.
Furthermore the benefits can affect the entire
corporation. With this information you can coach employees to increase
sales, profits and customer loyalty. You can build employee loyalty and
behavior through incentives linked to the program. Rewards and incentive
programs that motivate your frontline workers ensure that the Mystery
Shopping experiences is positive for everyone. Whether a plaque or a bonus,
by generating excitement over a job well done, you can bring about desired
behaviors.
And the Mystery shopping is only part of the
quality/service assessment that is offered. With Mystery Shopping there is
always the option of added features including customer feedback services,
such as online comment cards or various customized surveys that can deliver
feedback directly from real customers. Through these measures employees will
receive the necessary information to per-form their job to the best of their
abilities and your company will constantly know the modifications and
actions that will keep customers coming back and profits coming in.
Through trackable results that can be evaluated at the
corporate level there is a synergy of the realization of company goals and
capabilities that can be executed on all levels including the frontline. As
seen with quality corporations like Maple Leafs Sports and Entertainment,
despite how great an exhibition or team are, the team that’s serving them
has to be equally if not better trained to ensure patrons are happy with
what they receive.
fm
David Lipton
is president of Sensors Quality Management Inc. SQM is a Toronto based
supplier of Quality/Service Assurance and Market Research, services. The
main focus of the business is Mystery Shopping Programs, including the
Event/Venue Program which was specifically designed for IAAM members. SQM
also offers its world-wide clientele a variety of other services, including:
field merchandising, online comment cards, internal audit software, and
integrated customer feedback programs.
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