Some time back, a friend of mine did a mystery shopping exercise in three major high street shops in Rose Hill. The aim of the exercise was to analyse the strengths and weaknesses of sales people; every detail was noted, physical appearance, smile/body language, customer focus, analyzing the needs, proposing the right product, looking for opportunities through upselling/cross selling, countering objections and if the closing was well-timed and, finally, if customer service was ensured after sale was closed.

After compiling the data and using statistical tools, he sent a detailed report to each of these three shops. The least he expected was some sort of reaction from the decision makers of these companies but, to his utter dismay, no one responded!!

Big companies like Kentucky Fried Chicken and Pizza Hut are some of the few companies in the island, which have recourse to such methods to monitor whether their grade of service matches their KPIs (Key Performance Indicators). They surely follow the strict guidelines of the mother company in the US where mystery shopping is a vital tool in the quest of companies to exceed customer expectations.

However, few Mauritian companies have tried Mystery Shopping as probably few Mauritian CEOs have realized the importance of Customer Service at large. You may have the best product, the best price strategy, the best marketing but, if you fail to give great service, the customer will just cross the road and seek elsewhere. He has the freedom to choose and he will use it.

Let me reassure you; mystery shopping is not just another trendy concept that some trainers use. If implemented in a SMART (Specific, Measurable, Achievable, Realistic and Timed) manner, it can give you a clear indication if your objectives in terms of customer service are being met.

Mystery shopping starts with identifying the areas, which you wish to monitor; let’s take Mauritius Telecom Teleshop for instance. The Director of Customer Service of Mauritius Telecom would maybe wish to check on punctuality of staff, attire, smile/body language, greeting, product knowledge, proposal of the right product etc.

The mystery shopping can be ordered to monitor staff whom the management views as having some weaknesses or it can also monitor the service at large. In either case, a comprehensive checklist must be drawn in order to address the issues in an objective way. Scenarios will be determined well in advance with the help of the manager who knows best his/her products and services.

Once the above is done, “mystery shoppers” will hit the roads and pretend to be real shoppers and put the staff to the test. It goes without saying that the exercise is null and void if the mystery shoppers are not objective in their approach.

The report, once finalised, is an interesting tool for the management to review its objectives and have a training needs analysis done. Bill Gates once said: “Your unhappy customers are your greatest source of learning”. He should know as he is a staunch advocate of mystery shopping!

Before we end our results for mystery shopping this month: as usual, I am going to spare those with negative points! They are unfortunately too many.

Cora Riche Terre: I am nicely surprised that the cashiers are usually wearing a smile.

Shell CSC: I reckon that these agents have a lot to deal with but they are professionals in all respects.

Passport office: OK, I admit. I had a perception of Government service and I was wrong. Great job, Mr. Barbe.

One example experienced not in Mauritius but which I insist in sharing with you. I went to a safari in the Masai Mara and, on our way back, two British passengers on our domestic flight complained that they were definitely not going to make it for their international flight to Lusaka due to our delayed flight. (Moreover, the domestic airport and the international airport are 20 minutes’ drive apart). So, to help the two gentlemen, the captain dialed in the control tower and exceptional permission was given to land at Jomo Kenyatta airport; the luggage was removed from the airplane by the captain and the two British men managed to catch their flights to Lusaka. This is another example of how the right attitude is the beginning of wonderful customer experience

<I>Aisha Allee Mosaheb

Blast Communications

[email protected]</I>