You've Been Shopped! Mystery Shopping for Better Service Kelly Pepo Orange County Library System (FL) pepo. kelly@ocls. info
About Us • Located in Orlando, Florida, Theme Park, USA • 15 locations (Main and 14 branches) • Serving more than 1 million residents
Who uses Shopper Programs? • Grocery stores • Retail stores • Hotels • Home builders • Hospitals • Banks • Restaurants
What are other companies saying about shopper programs? • Impartial and unbiased • Becomes part of your company’s culture • Suddenly, I had eyes in the back of my head. I could see problems that had been present all along.
A Secret Shopper Program? In a library?
Why is it valuable? • • • Unsatisfactory experiences Customers publicize their experiences Impartial Describe actual experiences Identify areas of improvement
Getting Started • Interview shopper companies • Check shopper company references • Select vendor • Develop the process
The Process • Introduce program to all staff • Decide frequency of visits • Develop questionnaire
The Questionnaire • Listen • Formulate • Customize • Design • Test • Train
Training
How does it work? • • Who is the shopper? Who is the shoppee? When are they shopped? What is the experience?
Who earns points? • Individual staff • Locations for 100%
The Rewards? 20 Points = ½ hour time off
Or… 100 Points = $25
Windermere Branch Staff
Tracking Points • How many points are earned? • Who keeps track of points? • How are points redeemed?
How much does it cost?
What have we learned? • Shoppers are impressed with OCLS services. • The norm is that staff are interested and helpful. • Computer techs make them feel comfortable.
How have we improved? • Name tags were tough to see and read • Restrooms were frequently littered in branches • Staff more actively engaging themselves with patrons • Staff are more knowledgeable.
What are staff saying? • Like the reward system! • It has sharpened my game. • More cognizant of how we treat patrons. • It’s exciting to be shopped!
What have staff asked? • Can we stop being graded on the restrooms? • Can we have more specifics of what question the shopper asks? • When is it my turn?
Keeping It Fresh • Review the questionnaire • Question of the Quarter (formerly Month) • Feedback from managers and staff
Can staff go too far? YES!
Click in the box to check out our video!
Bibliography Lo. Nardo, Mistie. "Mystery shopper services help you solve problems in all aspects of customer service. (OPINION). " Nation's Restaurant News 40. 49 (Dec 4, 2006): 18(2). Mallett, Mike. "Private eyes: optimize customer service by pairing your training program with mystery shoppers. (Human Resources). " Convenience Store News 42. 12 (Oct 8, 2006): 127(1). Mogelonsky, Marcia. "Mystery shoppers de-mystified: mystery shoppers unwrap some not-so-sweetsecrets. (Trade. Talk). " Confectioner 90. 7 (Sept 2005): 34(2). Mystery Shopping Providers Association <http: //www. mysteryshop. org/> "Smile to get the wow factor: Service with a smile is the key to winning bookings. Linsey Mc. Neill gives some mystery shopping advice. (News). " Travel Weekly (UK) 84 (May 25, 2007): NA.
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