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Category: Mystery Shopping

Mystery Shopping Reveals Key Questions Are Overlooked

 

A UK study recently released looked at independent optometrists’ best practices utilizing a mystery shopping program. Earlier this year, 40 “independents” were evaluated by shoppers, who were in the market for an eye exam. The study looked at key standard practices to see how each of the “independents” performed.

 

While generally yielding good results, some key takeaways showed that some of the most basic items were not consistently played out:

 

  • 25% of the mystery shoppers were not asked about lifestyle and hobbies, which can lend to a specific lens type, or even contacts, being offered. Without knowing this, it is possible the best recommendation cannot be offered.

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  • 50% of shoppers were not told about certain options, such as tinted lenses or coatings

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  • Approximately 66% of shoppers were not offered contacts as an option

 

The results shed some light on best practices, and as it was summed up, “‘It shows quite clearly that even the best independents have room for improvement,’ said PTR co-director Nick Atkins. ‘If you’re a mountain biker, for example, you need the most appropriate eyewear to ride your mountain bike.’”

 

They plan on repeating the study next year, and will likely do it on a consistent basis. This is a great case study that drives home the importance of conducting a regular mystery shopping program, not only to ensure staff are performing consistently strong across locations, but to look for potential red flags that may be compromising the customer experience.

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A Customer On the Edge: Don’t Make Them Defensive

 

Overcoming objectives can be effective in gaining a sale, whether it’s an appliance purchase, a customer switching banks or cell phone providers, or even making a car purchase.

 

Many mystery shopping programs incorporate this aspect into the shopper’s scenario. At some point in their conversation with a sales associate, they are to raise an objection to see how the associate handles it. Offering helpful information and solutions to the customer’s objection, while adding reasons why buying from their company is best, can go a long way in securing that purchase.

 

However, there are times when we’ve seen associates get a bit too eager in trying to close the sale, and they can cause the customer to become defensive and not want to make a purchase. This usually comes into play with part of an objection relates to competitive shopping, or changing companies they do service with. The most appropriate thing to do here is for associates to mention the benefits of their company and why life would be better on this side of the fence. Sometimes associates, most likely meaning well, take it a bit too far and start speaking negatively of the competitor companies. Let me give you two examples:

 

1. A cable company was offering a new deal in certain areas of the country, and their strong pitch was that they were more competitive and could offer more than a specific competitor. When dealers approached shoppers, they were to talk about the benefits of their company and show a checklist of why they are superior, both in price and service offerings. Nothing wrong with that, until a shopper came across an associate who was a bit more aggressive in his approach. After learning that the cost of their services was slightly more expensive than the competitor, he started by talking about his company and what they could offer. So far, so good. Then he launched into a ten minute talk on how bad the competitor was, how they tried to offer “crap” channels to make it look like you were getting more than you really were, and on and on. This was perceived poorly by the shopper and, had they been a true customer, would have turned them off from making the change.

 

2. Personal Bankers were evaluated to determine their sales pitches and overcoming objections when potential customers were interested in switching banks. They were provided several talking points, as well as some comparisons with local competitors that they could use in conversations with these potential customers. However, there were some bankers that again too it a bit too far, talking poorly about the competition to the point where the potential customer became defensive about their current bank, and the negative conversation made them change their mind on making the switch.

 

It’s a fine line between promoting your company and bashing the competition. Speaking positively about your company, pointing out aspects that you can offer that perhaps your competitor cannot, will go a lot further than simply speaking poorly of the other companies.

 

A strong mystery shopping program that incorporates overcoming objectives can give you great insight into what your associates are saying, how they are saying it, and how it is affecting your customer base.

 

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Mystery Shopping in the Healthcare Industry

 

Medical mystery shopping has been around for quite some time; however, it has gained momentum as of late. In fact, The American Medical Association is still considering endorsing mystery shopping. Many people feel that it may be intrusive to the real patients in a clinic or hospital. However, when done properly, this is simply not true. Outlined below are some FAQ’s about Medical Mystery Shopping you might find interesting:

 

1. How do the shoppers judge clinical skills? Shoppers are evaluating interpersonal skills rather than clinical skills. We are evaluating the overall experience of the visit from the first phone call to make the appointment, to the actual visit. How friendly was the staff? What was the wait time? Was the call placed on hold, and for how long? This can be done with a variety of scenarios, such as a new patient visit, walk-in visit, physician interview and telephone inquiries.

 

2. How does HIPPA play into mystery shopping? The Health Insurance Portability and Accountability Act includes strict requirements regarding privacy.  We are very careful not to capture any information about another patient. Rather, the entire report is geared to the shopper’s own unique visit. This is the reason we would never use video or audio devices on an onsite visit.

 

3. What happens if the office is unusually busy because of high demand or an emergency situation? The shopper is trained not to wait during these conditions. They will leave and make another appointment for another time. It is never our intention to intrude on treatment of real patients.

 

4. How far does the treatment go? Shoppers will generally present a situation that does not involve invasive procedures of any kind. This can include a new physician interview, basic physical, employment physical, and other simple, non-invasive procedures.

 

5. What types of facilities can be mystery shopped? Mystery shopping is not only limited to doctor’s offices. Other facilities that have used mystery shopping services include urgent care centers, walk-in clinics, hospitals, plastic surgeons, optometrists and ophthalmologists, dentists, med-spas, managed care groups, insurance providers, individual and group practices, practice management consultants, medical marketing firms, healthcare manufacturers, nursing homes and assisted living communities.

 

6. Why is medical mystery shopping becoming so popular? Because people are starting to shop around for their health care. A rude office employee or nurse can cause a new patient to think twice before continuing with the clinic. Consistently long wait times can do the same. Doctors could be losing patients without ever really understanding why. Doctors are in business too. They need to be able to utilize the same customer satisfaction tools used by other industries to ensure accountability among their staff, increase business, and maintain patient loyalty.

 

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