Special Report: customer service
by Janet Caggiano
Richmond Times-Dispatch
Katherine Haynes has learned to be sneaky on the job.
Her success as a mystery shopper depends on it.
"I have a lot of fun with it," Haynes said. "I really get into
it. It's kind of a thrill to come out of a store and say, 'Boy,
I pulled that off!'"
The Chesterfield County resident visits shops, restaurants, banks,
gas stations, grocery stores, hotels and other businesses in the
Richmond area to evaluate how they serve customers.
She poses as a customer, asking questions that cover a variety
of scenarios, and rates the company in customer service, operations,
selling skills, employee integrity, merchandising and product
quality, among other things.
"Mystery shoppers are there to simply measure what's going on,"
said John Swinburn, executive director of the Mystery Shopping
Providers Association, a trade association based in Dallas that
works to improve service through the use of mystery shoppers.
"It's very useful for a company to know what's happening in their
store environment."
The practice is growing in popularity. In 2004, businesses spent
about $600 million nationwide on mystery-shopper programs, according
to the association. That same year, mystery shoppers conducted
more than 8 million evaluations. The organization is expecting
those numbers to climb about 11 percent this year.
When visiting a bank, for example, a mystery shopper might ask
about home-equity loans or CD rates, then report on the employee's
knowledge. While eating at a fast-food restaurant, the undercover
shopper might record how long it takes for food to be served and
the cleanliness of the establishment.
"A third-party provider gives us unbiased feedback that our managers
can use to achieve . . . objectives and helps us ensure our customers
enjoy the best banking experience possible," said Jason A. Huffman,
customer advocate at Richmond-based First Market Bank.
First Market has used mystery shoppers at its 33 Virginia branches
since 1998, shortly after its formation in 1997. Locations are
reviewed three times each quarter, which adds up to nearly 400
surveys per year.
Businesses typically use mystery shoppers monthly. Doing so helps
them reward outstanding employees, create training opportunities
in areas where employees fall short and locate dishonest employees.
"Mystery shopping is not about catching people doing something
wrong," said Mike Bare, president of Bare Associates. "It's giving
them the opportunity to be successful. It's finding out who is
doing a great job and who is not -- so they can improve."
While employers tell workers that mystery shoppers will visit,
they don't announce when. Rarely do mystery shoppers blow their
cover.
"I try to dress differently each time, just in case," said Wayne,
a mystery shopper the past six years. He asked that only his first
name be used. "Sometimes I'll wear glasses or a hat backward.
It's a lot of fun."
Wayne, a full-time manager who lives in Mechanicsville, became
a mystery shopper to supplement his income. Others who sign up
are stay-at-home moms, retirees and college students. They work
part time and earn $10 to $20 an hour and are reimbursed for any
purchases.
For the most part, Wayne said, workers he encounters while mystery
shopping seem to like their jobs. But that's not to say he hasn't
written a bad report. At a fast-food restaurant, he once received
a burger that was only bun. At another company, one employee continually
talked about "getting out of there."
"You experience it all as a mystery shopper," Wayne said.
