The Employee Handbook has been written and the training complete outlining the service standards and the experience that you expect your team to provide to your customer, so what’s the next step?
Why should you measure the performance of your team from a customer’s perspective? The public and workforce are extremely diverse; multiple generations, cultures, languages and expectations. The “service” benchmark today is more than just a “smile, please and thank you”, instead the customer expects the service to be extra ordinary with the experience providing a long lasting memory that will have them returning and telling others. Turning your customer into an “Advocate” for your business.
Consistent service that is delivered by all your team (AND YOU) every day, even when you're short staffed or a previous customer has not been very nice is what sets your business apart from your competitors.
Measuring your performance identifies where you are succeeding and where there are opportunities to improve. It is the first step to raising your operating standards.
Given the increasing competition for the customer dollar, it is critical to implement measuring into your business. And believe me your competitors certainly will be if they want to succeed.
There are some tried and tested research tools that are continually changing and morphing into a tool that engages your existing customers as well as prospective customers.
- Focus Groups
- Online Forums
- Surveys (Questionnaires)
- Mystery Shopping
- Competitor Audits
So often I hear of business owners having one of their friends pop in and then give feedback over a coffee. There is nothing wrong with this form of analysis, however, in the majority of cases it is not measured and no guidelines were given before the “friend” went in. Perhaps even their view was “skewed” because of what you have told them about the “team” before they have made their own opinion?
Using a professional research company is well worth the investment, whereby you receive data that is tailored for your specific business and the analysis is “easy” to understand with suggestions on how to improve. Over the past two decades my company Optimum Operating Procedures and Services (OOPS) have developed our own proprietary software Mystery Shopping reports to deliver what our clients want and more importantly what they need.
A customer experiences your whole business therefore not only do you accurately measure the performance of your team you have to be prepared to look at every working part, from the restrooms (if you have them), décor and the placement and design of your fixtures and fittings. Without that information, you are not really measuring what matters.
Why Measure and Analyse
Asking questions provides a clearer understanding of:
- Customer Experience
- Employee Engagement
- Employee Knowledge
- Image – Personal and Premises
- Marketing and Promotions
- Staff training required
- Facilities to be added or enhanced
- Identifies cultural changes in the workplace and customers
Too often we assume that individual team members will have the same drive, knowledge and enthusiasm that we do as owners and managers, therefore measuring and then analysing the results will provide you “real time” feedback on those in your team who are going beyond the expectations of your customers along with the opportunities to improve service and even identify where resources or further training are required.
Sharing the Analysis
Analysis must not become a “draw liner” in your desk! Instead share the information with your whole team and let them have the opportunity to make suggestions, ideas and clearly understand the perception that customers have of them, the team and the business. This can be confronting and emotional, but it’s not about the “blame game” instead it’s about learning and growing from the data.
Sharing the analysis will also allow the opportunity to celebrate what is “working” really well and so often how the little things that the team do impacts positively on the customer experience.
Where to from here
Are you currently reviewing the performance of your team from the perspective of the customer? If not, how could you implement this practice so that it becomes a key part of your business in identifying opportunities of growth in your business and team.
All the questions you will ever need are now yours as they are here for you right on this site MYSTERY SHOPPING AUDITS D.I.Y. The reports are ready to go for your industry with all the relevant questions all you have to do is give the report to your friend or family member who is going to undertake the Mystery Shopping visit.
Don't spend time and money creating your own when all the questions and the wisdom of my 26+ years as a Mystery Shopping provider is being shared with you.