When a client calls us looking to do a competitive mystery shopping project, most of the time their focus is on pricing. Once we get into the project however, they tend to learn much more about their competitors than they originally thought.
When we launch a mystery shopping project, we develop a survey with specific questions designed to gather ALL types of intelligence not just pricing. Here is a great example:
The question is “Did the representative attempt to “win” your business by asking for your business today?” For this particular program 70% of the time they did not. So our client can take a look at exactly which companies did not ask for the business. Lost opportunity? It certainly is and our client now has a better understanding of their sales process or lack thereof.
Another great sales question is, “Did the representative inquire if you are also calling for quotes from other businesses?” Using the same project as an example, this was rated negatively 100% of the time.
Poor Customer Service
How good is my competitor’s customer service? This is almost as important as getting their marketing materials and pricing. “Did the representative attempt to establish rapport with you (i.e. were they friendly, attempted to make conversation, get to know you) ?”
Along with the quantitative part of the survey, we also leave room for the mystery shopper to leave details about their experience. Here are a few examples:
I didn’t get the impression that she cared about my business or what my needs were.
I received the quote two business days after I placed the call. The prices in the written quote were different than those that I was quoted by telephone whereby I might or might not do business with this company.
The employee didn’t discuss too much due to her busy schedule. The employee said she would email me the quote.
This is an example of a B2B mystery shopping project. You can see just by looking at the data, that not all companies value customer service. Additionally, pricing quotes came in wrong, calls needed to be made to get clarification. Great information for a business!