When clients start a mystery shopping program, there is sometimes a tendency to keep it under the radar of the very employees the program will evaluate. Although this approach will certainly provide current snapshots of the customer experience, the client may actually be missing a golden opportunity to improve performance.
Consider a company who implements a full-scale program “launch” throughout their organization by sending out a communication that includes: the program methods and goals, the program start date, the evaluation criteria, how results will be shared, and any benefits provided for positive results. Here’s what that communication might accomplish:

1. It creates a “service buzz.”

The goal is to get everyone talking about service. Sometimes critical issues like customer service get lost in a sea of immediate (but not necessarily important) problems. The new program is a good way to turn the spotlight back on service.

2. It clearly communicates standards and expectations.

A common issue with performance management is that employees don’t always know what they’re supposed to be doing. They may understand they’re supposed to provide excellent customer service, but do they know exactly how to do it? Sharing the evaluation form is a good way to spell out expectations.

3. It gets everyone on the same page.

Everyone - from the front-line employees to the corner-office executives - should see the evaluation form. Confusion and disagreement about performance measures are the enemies of quality customer service.

4. It prevents negative attitudes.

A mystery shopping program can create resentment if it’s perceived by employees as an attempt to catch them doing something wrong. When the program is presented up-front as a way to measure and recognize quality performance, it is much more likely to be viewed in a positive light.

5. It encourages increased effort.

Employees who understand “what’s in it for me” will be more likely to “go for the gold.” The power of recognition for results shouldn’t be underestimated.

If the goal of a mystery shopping program is not just measurement, but also improvement of the customer experience, doesn’t it make sense for employees to think every customer might be a mystery shopper? Consider letting employees know we’re on the way…