Undercover shopper

It seemed like just another day as customers milled around while employees ignored them to discuss the latest events in their personal lives. The place was well lit and clean but service was practically non-existent. When the customer interrupted an employee to ask a question, the employee acted like it was a bother to give some assistance. No smiles were exchanged and nothing was said as the customer left the premises with her purchase.

This was more than just another shopping experience on Saipan. It was actually a highly observant surveillance conducted by a secret shopper who was methodically evaluating the various aspects of a business that combine to create a total shopping “experience.” The employees were totally unaware that they were being assessed on their customer service skills.

When the boss is around, employees tend to perform at an expected level of service. However, what kind of service do your customers receive when no one’s watching? On Guam there is a favorite ice cream place called Cold Stone. Employees welcome every customer that walks in the door, and periodically they break into a song while working. It was an exciting experience on the first visit; however, on the next visit we were welcomed with a deadpan: “Welcome to Cold Stone.” The employees were doing their job as required, but one could tell there was little excitement. After a few minutes they broke into a song, but one of the employees was either intentionally off-key or needed some serious singing lessons.

The Cold Stone franchise obviously had a policy that all employees welcome customers with a scripted greeting, and the procedure also must require them to sing scripted songs on cue; however, their emotions were as cold as the ice cream they served. What was the difference between the first and second visit?

Our guess was right when we noticed the owner of the franchise walk in the door and instantly the excitement level jumped up a couple of notches when customers were greeted. The singing also improved as the employees sang in harmony. The owner would never know the difference—unless a secret shopper made a visit.

Secret shoppers have become a popular way for business owners in the United States to gauge the level of service their customers receive. Businesses, like Starbucks, have service standards that must be maintained. Milk must be frothed fresh each time at 160 degrees Fahrenheit. To ensure that all recipes are followed consistently, they regularly have secret shoppers check those service standards. Employees are also timed, and evaluated on their use of customer’s names.

In classes at the college, Rik regularly has students visit local businesses as a secret shopper, and then report their findings. Each target business has no idea that an “undercover” customer was carefully paying attention to those little details that can make or break a business.

Generally, these students are numb to the service they receive and will just tolerate a poor customer service interaction as the norm. However, as a secret shopper doing an evaluation, they are keenly aware of the nuances that go into good customer service. Some students return to class laughing about their ridiculous treatment, while others are livid as they recount their service. On the whole, about 20 percent of the experiences are negative, more than 50percent are mediocre to average, 20 percent are better than average, and less than 10 percent have a pleasant experience that would cause them to want to return.

John Robert’s Hair Studio & Spa has incorporated secret shoppers as part of their culture. It causes their staff to perceive every client as a potential secret shopper and perform at their expected level. Could your business benefit from using secret shoppers to ensure that standards of service are being met consistently? Do you even have a customer service standard that your employees know is expected, and have they received training to help them achieve it?

Using secret shoppers will raise your customer service level, or at least let you know where you need to improve. Having better than average service can make the customer service experience more enjoyable and keep customers coming back. Exceeding their expectations will boost customer retention, and even if you don’t perform spectacularly all the time, customers are much more forgiving of any mistakes you might make.

You might consider having an undercover shopper visit your organization. This will let you experience service through your customer’s eyes. What you learn may surprise or delight you.

(Rik is a business instructor at NMC and Janel is the owner of Positively Outrageous Results. They can be contacted at: biz_results@yahoo.com)