Archive for the ‘Case Study – Mystery Shopping’ Category

Archive for the ‘Case Study – Mystery Shopping’ Category

Mystery Shopping – Telephone Calls

Background

Mackman Research was commissioned by global engineering company, Atkins to conduct a mystery shopper audit. The telephone mystery shop was to one of their central call-centres. The centre processes calls from customers such as the police, local councils, members of the public and the Highways Agency Traffic Control.

Approach

Atkins supplied Mackman Research with a potential set of questions for the mystery telephone shop. Based on this remit, a call summary checklist was put together by Mackman Research to measure the four elements of customer service stated by Atkins, to help monitor and improve overall services. The checklist questions covered areas such as the speed of response, courtesy of response, length of telephone call and the overall satisfaction level of the call, based on Atkins training criteria. An individual checklist was completed by a Mackman senior researcher for each telephone call.

For the mystery shopping to be relevant and credible, Atkins supplied Mackman Research with a list of 32 straight forward scenarios based on previous calls to the call-centre and the researchers made secret calls posing as a genuine caller. Calls were scheduled against staff rotas, to ensure the maximum likelihood of speaking to all call operatives over the calling period.

Results

The results provided a firm measure of levels of service at the call-centre according to the clients’ target areas. Mackman Research delivered a complete investigative report to the client. The data has been used as a training incentive for staff and is an essential tool to help increase staff efforts.


Mystery Shopping – Face To Face

Background

Mackman Research was commissioned by a social sector recruitment agency to mystery shop 22 (undisclosed) general stores, in Suffolk. The mystery shopper was asked to purchase cigarettes, alcohol, or a kitchen knife (sharps).

The purpose of the mystery shop was to test the proof of age I.D. request at each store within the 25 years and under policy.

Approach

A 21year old male researcher conducted the mystery shopping. He wore smart / casual clothing. During the mystery shop exercise it was found that the store group no longer stock kitchen knives or any other sharp implements, therefore purchases were made of cigarettes and alcohol only.

The mystery shop exercise was conducted in one day during the hours of 10am and 4.20pm.

Results

Precisely half of the mystery shopped stores failed to ask our researcher for I.D. when purchasing either cigarettes or alcohol. Our researcher made detailed observations at each location. He noted that there were two occasions where I.D. was requested but it appeared to be a last minute gesture that was prompted by text on a till screen. In addition, the majority of stores which did not request I.D were found to be located in areas where there appeared to be a high density of social housing. Mackman Research provided the client with strong results to support an in-house assignment.