I had an interesting experience recently, in which I got to play the role of a "secret shopper". My wife's friend is the manager of a store (I won't say what store or what type of store in the interest of anonymity), and she asked us if we would go to the store and evaluate the employees working that particular shift.
She gave us a checklist that was several pages long, which consisted of all of the things that employees are expected to do regarding customers - greeting us at the door, wearing name tags, proper assistance, and things of that nature. Naturally I thought the experience would make for a good article.
As a business owner, particularly if you are in some form of retail business, you may not always be around. Your employees might be at the top of their game when you're there, but how can you be sure that this continues when you're not?
Getting someone to participate as a secret shopper could give you the insight you need for evaluating employee performance. There are programs out there that will connect businesses with secret shoppers, or you can just get someone you know to do it if they are willing.
Breach of Trust?
One downside to this approach is the possibility of losing the respect of your employees. If you do engage in a secret shopper situation, it is probably best that the employees never find out about it. They will not appreciate being spied on, and no longer trust you. If your employees can't trust you and/or respect you, they're not going to be happy working for you, and will quite possibly begin looking for another job.
You're Running a Business
Still, you're running a business. While the employees who know they are doing a good job would be peeved at the idea of a secret shopper, the ones who know they've been slacking may take the results as a needed wake-up call. The secret shopper project should be kept secret, but let the problem-employees know that you know what is going on. The amount of subtlety you apply is up to you.
If you do use a secret shopper and all of your employees pass the test with flying colors, reward them. Even if they don't know why you're rewarding them, you can show them that you appreciate the work they've been doing, and they will surely respect that.
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Comments
secret shopper
I worked retail for over 20 years and we ALWAYS knew we could be visited by a secret shopper at any time. The shopper could be that very annoying customer who demands all our attention, or the sweet little old lady who gives you the wrong change. It kept us on our toes. In fact I would love to be a secret shopper. I think it would be great to critique from the other side of the counter.
Secret Shopper
I've been on both sides of the fence as far as secret shoppping goes. As an employee I didn't mind because I believe the company that I worked for at the time used it as a tool. We generally saw the results. And outstanding performance was celebrated and the employee was named. Sub-par performance was shared (not the employees name), and scenarios or role playing was used to demonstrate the proper procedure.
As a shopper I have run into numerous situations where I felt the employer had ample reason to employ a secret shopper. I don't knpw if they utilize the information as wisely as my former employer did; but if done well Shoppers can provide excellent value to a business.
Secret shoppers are a vital
Secret shoppers are a vital tool for any retail business. I have to say that I completely disagree with your assertion that employees should be kept in the dark about secret shoppers. Quite the opposite. You should tell them when your secret shopper is expected (obviously not the particular day, just tell them the week or month the shopper is going to arrive), and you should put your money where your mouth is. A good secret shopper interaction will result in a small cash bonus, a gift card, an afternoon off, whatever.
I was a sales manager in an auto dealership for years and we had decent success using secret shoppers. Most of the time we had good reviews, but every once in a while we had a bad secret shopper experience. This was a great training tool for the individual salesperson, and while this would probably only work in a ultra-competitive sales environment, we didn't hide the results of a poor secret shopper report. Talk about motiviating! A bad review not only cost the salesperson a bonus, but it also resulted in weeks of razzing and teasing from his or her peers. Very effective (but like I said, that might not work everywhere).
Employees lose trust when you aren't honest upfront with them. If you're hiring a secret shopper, don't hide the fact that from your employees.
RE: Secret Shoppers are vital
I was one!
I was a secret shopper for a while and I knew the information I gathered was extremely valuable to the company that I was working for. As a web site owner for safety and security products now, my secret shopping experience has helped me know what good customer service is and what is not. I strive to make sure each one of my customers has a great shopping trip when they come to my site.
spied
If a person is working in the public, there is no reason to think they have any privacy. They work in a fishbowl where EVERYONE sees them, Customers and Shoppers alike. There is no such thing as spying when you are in the public eye. If employees think they are being spied on, then they have something to hide.
Tell them first!
I know a secret shopper is secret, but why not tell staff first?
Of course don't tell them when, who, who etc... but simply tell them that secret shoppers are used from time to time and report on their performance. Then they shouldn't feel spied on.
It can be shown as a positive thing as staff have the opportunity to be rewarded for great service even when they mightn't think it's being truly appreciated by the manager/owner!
Yes, Tell them First!
Agree - Involve Staff and Front-Line Managers!
Couldn't agree more. When rolling out a myster shopping program, involving front-line staff and respected front-line managers does a lot for setting up a successful program. I'm an associate at a Fortune 500 retail company and I know our mystery shopping company ( www.bestmark.com/ )did this when designing our program.
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