Preliminary Questionnaire How does individual coaching begin? Before defining the client's goals, before determining what he needs and what problems he faces, you need to understand if you want to work with him. To do this, it must answer a few key questions −

Basic Doodle Questionnaire As the next step, I propose to evaluate in yourself First level skills related to doodling. Fill out the Doodle Form. This is not a psychological survey, but a quick assessment that will allow you to understand what skills are needed to

Infodoodle Questionnaire Below is a questionnaire similar to the one you completed in the previous chapter. Once you have learned the lessons that we have already discussed that may have influenced your worldview, turn your attention to the questionnaire and slowly, thoughtfully fill it out. If

Owners love mystery shoppers, but employees hate them. There are a lot of reasons for their dislike, but all of them can be reduced to one phrase - "Everything secret becomes clear."

Therefore, if you decide to order a mystery shopper service, then get ready for a riot, but which will have a positive effect on sales.

In this material, we will tell you from our own experience how to conduct a mystery shopper without negativity, the cost of checking, and we will issue a sample questionnaire to check the work of staff.

Everyone is familiar

The mystery shopper tool itself (in English Mystery shopper) is not difficult to understand.

He entered our top. But even without me, you perfectly understand what benefits it can bring.

So let's not talk about the obvious. I will just make one emphasis on a very important point before starting.

When you plan to conduct a mystery shopper check, it is very important to think not of the ideas of “Find mistakes and fine them for them”, but rather position yourself and your employees towards the thought “Find weak spots companies to improve profits and wages.”

If you think so, then this method marketing research it will be much easier and more useful.

There will be no more introductory information and description. Let's move on to this research method.

Let's look at the basic steps with the details you need to consider when checking. It's yours step-by-step instruction to implement the mystery shopper method.

combat readiness

1. Define a goal

Before starting the test, you need to determine what you want to get as an output. By default, this is a typical desire to evaluate the service and work of the company as a whole.

But it is better to focus on specific areas so that the inspector examines them especially closely.

For companies that do not know what they want, when visiting or calling, we recommend paying attention to the implementation, the ability to do and the correct clarification of the needs of the client.

Usually it is these zones that suffer if you bypass the obvious ones, such as: they don’t say hello, answer slowly, dirty shelves, a short conversation (fuck off conversation), etc. But in any case, you need to decide what goals you will have.

Interesting. A mystery shopper can check not only your company, but also a competitor's company. This is a very useful experience to improve your business.

2. Define the format

Once you know the target, you can move on to selecting the test format. Usually you immediately know what it will be, and all this is formed on the basis of (the path of the client).

But to complete the picture, I will voice them all so that you suddenly forget nothing (human factor):

1. Online purchase
2. call
3. Secret entry

Ideally, if you will be your employees across all channels at once. After all, customers can be lost at every stage.

And we have successful examples when, having solved a problem, at first glance, with unpopular ones, we got a good increase in sales.

3. Create a legend

Here is the most interesting and important. You need to develop a complete legend for our mishandled Cossack.

The absence of a legend ruins the whole idea in the bud. The same is true for the idea “Buy yourself s_____ for 10,000 rubles”. The legend must be written from A to Z.

In it, you compose not only what the secret client does in the process: bought / did not buy, scandal / does not scandal, returned the goods / did not return the goods, bought / did not buy more.

But also the nature (behavior) of the buyer: impulsive, technically savvy, strict, slow, youthful.

In order for the legend to play on 5+, you need to first determine the goal, so it is the first step.

And then, thanks to an understanding of what format you will use, in the legend you can think of a bunch, from a series: first, the client consults at or , then calls up, then comes to the company, etc.

4. Create a profile

Since your eyes may be blurred, even from the provided sound recording or video recording, you will not be able to understand the depth of the whole situation.

Therefore, you need to form a mystery shopper profile in order to get an outside view.

The questionnaire consists partly of a mystery shopper checklist and partly of open-ended questions.

A few words about the checklist. We came to the conclusion that if this is not an assessment, then it is better to evaluate everything categorically (excellent / normal / bad or yes / no).

Otherwise, the score of 7-8 often becomes twofold, because it is not clear whether this is excellent or normal. The same goes for 3-4 grades.

Now a few words about the number of indicators. Normal desire of the owner to check everything.

But if you ever find yourself in the role of a mystery shopper, you will understand that it is difficult to evaluate more than 15 values ​​qualitatively at once.

I'm not saying it's impossible. Everything is possible, but the quality is already falling. Therefore, the questionnaire is formed on the basis of the goal.

Mystery shopper template. We are not template lovers. But we know that you love them.

Therefore, we are not greedy and share a typical report solution. The only thing, I beg you, is to adapt everything for yourself. To download the checklist you need, just click on it below:

Agency or how much

From the heading above, you can conclude that now I will tell you that it is best to contact the company that provides this service.

On the contrary, I will now show you all the ins and outs (as we already did with), and you will understand that you will not contact the agency.

Why am I so against the agency when we ourselves are a company that was previously in the role of a provider of these services?

It's all about the cost of testing. The average offer on the market (depending on the region) is 1,000-2,000 rubles per check.

And, as a rule, this is a lot for the owner. But let's take a look at what this price is made up of:

1. The work of a mystery shopper - 500 rubles.
2. Project manager - 500 rubles.
3. The profit of the company is 500 rubles.
4. Other expenses - 500 rubles.

This is a rough division. Its task is to show how much money really comes to the performer.

And this is at the cost of the mystery shopper service equal to 2 tr. Most often in the regions it can be divided into two.

This means that the performer already reaches 250 rubles. What do you think? What conclusions can be drawn from this?

This is the main reason why the agency will not do the job the way you want.

Too small amount, including for the company. For 250-500 rubles it is difficult to do well, this is obvious. But naturally, if you have a large order for 100+ checks, then the conversation is different.

Surely you or your colleagues have excellent applicants for the inspector.

In addition, without intermediaries, they will receive more money and you will receive better quality(+ small costs for supervising the project).

WE ARE ALREADY MORE THAN 29,000 people.
TURN ON

The obvious is not obvious

In addition to the basic steps, there are small and important details, which must be provided for in order for the mystery shopper method to work one hundred percent and we have not heard in Once again- "This does not work.

We've tried it." Therefore, here is a list of obligatory parting words for you before implementing this research method.

Carry out a hiding place constantly. Only in this way will you be able to get the corrections of the gaps found.

Otherwise, employees will listen to their mistakes and ignore most of them, because there will be no re-check.

Bonus in the motivational scheme. In order for this tool to be not a stick, but a carrot, you need to make a bonus in the motivational scheme for those who pass the test successfully.

Then they will have a monetary reason to try better, and besides, they will perceive it as an encouragement, not a punishment.

Dictaphone (video camera). To avoid moments like “It didn’t happen”, “I didn’t say that”, you need to write everything down.

As a record might work regular phone with voice recorder function. Just don't forget to put it on airplane mode, otherwise we had dozens of cases when the phone rang during the check and everything fell apart.

Buy to the end. If you check, then check to the end. Therefore, do not be stingy, and let your pseudo-buyer bring the matter to an end.

To avoid theft (if you are not sure about a person), then give him money at the entrance, and take the goods at the exit.

Clearly. Personnel control can be public, or it can be hidden. We recommend using the vowel option, as it does not cause a lot of negativity and keeps the whole team constantly in good shape.

Important. The fact that it is a vowel does not mean that the employees know the date and time 😉

Result. You announce the results of the check on. In order not to meet negativity and not offend anyone, you need to approach the scoring of the results from the side of “What can be done better”, and not from the side of “What was done badly”.

This is not an obvious fact, but in our practice we have seen many times how offended colleagues are by “public flogging”.

Briefly about the main

With one of the most popular methods of research and control of personnel is just a mystery shopper.

When implementing it, you, as a leader, must be prepared for negative feedback from employees. And that's okay.

Nobody wants extra checks. And to smooth this moment, always present information under the sauce “Find moments for improvement and salary increase”, plus add notes here from the “Obvious is not obvious” section.

It is better to organize a check on your own, since with a small budget, few people can provide good quality.

For successful implementation, you need to go through 4 steps: define a goal, choose a format, write a legend and form a questionnaire.

For reinforcement, you can also write the duties of a mystery shopper, but for a one-time job they are superfluous.

In order for the information to be fixed, and for you to highlight all the most important things from a different angle, be sure to watch our video in which I talk about a mystery shopper. And as a bonus, information that is not in the article 😉

Reporting is carried out in the online research system using the Mystery Shopper method. The report contains: completed questionnaires or checklists, audio recordings, photos, if necessary, scans of checks, the final analytical summary of parameters.

Mystery Shopper Questionnaire

The Mystery Shopper Questionnaire, any of its samples, contains points for assessing the fulfillment of the Standards for customer service (customers, guests) adopted by the company. As a rule, they are based on the generally accepted Sales Rules, and of course, each company has its own service nuances developed over the years, and due to the specifics. For example, for a store, among these sales stages are: Greeting, Establishing contact, Identification of needs, Presentation, Overcoming objections, Closing the transaction. In cases where a purchase is made with a return, there is a section in the questionnaire: Service at the checkout, Procedure for returning goods. Due to the individual nature of the organization of the sales process in each company, the questionnaire is developed individually for each Mystery Shopper study.

Mystery shopper checklist

The checklist is a profile of the Mystery Shopper in the most simple form. A check is a Yes / No mark (a check box is a flag button, a check box (from the English check box), a checkmark in which allows you to mark the state of Yes or No). Most often, detailed comments are not provided in the checklist. Mystery shopping checklists are used in cases where the task is limited, has a narrow focus. For example, checklists are used to monitor the representation of products or set prices, compliance with the Rules for the sale of something (for example: alcohol, tobacco products). Sometimes a checklist or questionnaire is called a "mystery shopper form", which in this case is the same.

Audio recording

Communication, consultation of a mystery shopper (mystery client, guest) with the staff is recorded (dictaphone recording), and is available for further analysis. This allows you to remove the subjective part in the evaluation of staff performance. Allows you to more objectively assess the state of affairs by analyzing exactly how a potential buyer communicates with a specific sales manager (salesperson, waiter). An employee who has been reviewed can be familiar with such records, which helps to make this assessment tool as effective as possible. Audio recording is also used for the purpose of subsequent individual training employee and correction of skills of his work with the buyer.

Photo

At the request of the Customer, research in addition to the report of the mystery shopper can provided photographs (for example: photos of facades, outdoor shop windows).

Analytical, final report

The format, composition of the analytical report is determined in each case individually, for each study. A brief analytical report, a statistical summary is performed in the online research system using the Mystery Shopper method. Statistics are available on changes in the quality of customer service in dynamics - from wave to wave, both in general and for each point (objects of verification).

In any place, even in small residential areas, there are several establishments that can compete with each other, as they share one target audience. In a competitive environment, the main point is not so much the kitchen and the interior, but the quality of service, the level of service in the institution. A potential visitor will want to come to an institution where he will be served more comfortably and faster. If you doubt that your cafe or restaurant service is better than that of a competitor, it's time to check it out with the help of the "mystery guest" service.

Perhaps one of the simplest and most inexpensive methods for obtaining an objective and unbiased assessment is a real look at the institution from the side of the guest. After analyzing the received data, you can improve the service: conduct trainings, reformat shifts, add rules and responsibilities, or fire unscrupulous staff.

Priority of the main reasons for which visitors leave:

1. poor level of service;

2. low-quality products, tasteless dishes;

3. more successful marketing of competitors;

4. change in the concept of the establishment or relocation.

When to Consider the Mystery Guest Service

Revenue problems. It is necessary to check the quality of service and serving dishes, drinks, calculate the real average check and determine the rate of service.

Decreased number of visitors. Most likely, the problem is in the atmosphere or the concept, but one should not exclude the decline in the quality of service and cuisine. Perhaps the cooking time has increased, the staff has become less attentive to the guests.

Refusals and write-offs have increased. First of all, you should pay attention to the speed of cooking, then to how orders are recorded and punched in the check, and, of course, to the overall quality of the cuisine.

What is the best way to identify the service "mystery guest"

Unpreparedness of waiters. Ignorance of the compatibility of dishes and drinks, their composition and ingredients, stop list.

How are the set by you service standards: greeting and communication with visitors, waiting time for an order, etc.

The correctness of the recipe and correct delivery different types dishes, cocktails.

What purity in toilets, halls, how tables are cleaned after guests leave, etc.

Mystery guest options

There are two options for checking: entrust the work to an agency, where a professional secret visitor to restaurants will do everything, or prepare a person for an objective assessment on their own.

The first method is much simpler, but also more expensive, it is more suitable for chain establishments and large restaurants with exquisite varied cuisine and demanding service. If you have a small cafe, bar or establishment for 25-50 seats, then you can save money and try to conduct reconnaissance on your own or with the help of your acquaintances and friends, possibly colleagues. The main thing is that your employees do not know this person, and you need to exclude the closest friends and relatives: you definitely will not wait for an objective assessment from them.

For a friend, the motivation will be a free lunch and, possibly, a subsequent discount at your establishment. And you will have to not only feed the professionals, but also pay for their services.

For the most objective and realistic assessment, you can use both options and compare the results of the two checks.

Main condition when using the “mystery restaurant shopper” method, this is the suddenness of the visit and the unpreparedness of your employees for it. If at least one of them knows about it, all the data received will not correspond to reality or there will be too much error.

It is important that your administrator or manager is not aware of the sudden check. Unless he himself initiated a secret client visit to your establishment - in this case, you just have to monitor compliance with all reporting standards and include in the list the questions that interest you most at the moment.

Basic rules for the work of a secret auditor

The person you entrust with checking your establishment should know the working hours of the main employees and the workload hours in order to plan the visit as efficiently as possible. A lot depends on the type of establishment.

For example, you can show up to check when there is no receptionist, or book a table for 7pm on a Friday for a stress test. Sometimes it is important to check the work not only during peak hours, but also during the calm, when the staff is relaxed and working at half strength. For example, on a Monday afternoon: who is late for a shift, why the kitchen is not ready yet and half of the dishes are not available, where is the barista, etc.

For pubs, the best time to check is significant football matches, live performances and holidays. The more people, the better the stress test can be done.

When checking establishments with a kitchen, you need to go to them with a good appetite so that the receptors are as receptive as possible. It is not necessary to starve - not interrupting your appetite before dinner or lunch will be enough for your secret guest in the restaurant to be able to sample at least a few dishes.

Frequent problems

There is a set of the most popular and common mistakes, which are almost immediately detected with the help of a mystery guest.

For example, one of them is ignorance of the stop list: when the waiter does not immediately say that some items on the menu are currently unavailable. In the case of fast food, you will be delayed for a few minutes, but in a cafe, the waiter can return with bad news in half an hour.

Another common mistake is lack of armor. You have reserved a table, come, and it is already occupied or you were mistakenly booked for another time, day, etc. (which may not be true and is said in an attempt to smooth out the conflict). There is little pleasant, especially if it is impossible to find the culprit: one administrator recorded, and now another is on shift, etc.

Quite common inconsistencies in appearance personnel. Someone forgot to change, put on a branded apron and went out into the hall in breeches or sweatpants. Add sandals or flip flops to complete the picture - we get the perfect bad example.

Mystery Guest Reports

Reports for the owner are the result of the mystery visitor's work. Usually they are submitted in the form of a questionnaire or a table. According to the selected scale (5-, 10-, 100-point or “bad - good - excellent”), the guest evaluates according to various criteria and writes down personal observations in the form of comments to each item. If you see a negative rating and there is no comment next to it with an explanation of what exactly did not suit him, this result is not suitable and obviously should not be paid.

There is an alternative option - solid text describing the atmosphere and observations, something like articles in restaurant magazines, only without technical details. However, the owner or manager often wants to see specific numbers: how much time passed before the menu was served, how quickly the order was taken, etc. Therefore, this option is less popular.

Important point

If you are conducting a check on your own, in order to understand how things are in your institution, it is not necessary to do it right away complex analysis. Try launching a mystery guest with a specific task, focusing his attention on a specific problem that worries you the most right now.

Mystery Guest Report Questionnaire

First of all, you must understand: questions must be asked in such a way that they can be answered as objectively as possible. The answer must contain real indicators, for example minutes, grams, pieces, or a specific reaction, response of personnel.

The most important thing, as we have already said, is that your secret restaurant guest gave detailed comments to his rating and explained the reason why this rating is low or high.

Break the questionnaire into sections, it should be clear and structured. This will help not only when filling it out, but also in the subsequent analysis. Do not try to fit several different questions into one paragraph.

Questionnaire template for a mystery guest in a restaurant

This is an example of a Mystery Visitor Questionnaire with general evaluation criteria. You can safely supplement it with the necessary items that suit the type of your establishment. Let's say now the problem of ignorance of the menu and the stop list by the waiters is relevant for you - in this case, you should add more specific questions to the "Service" or "Presentation of a dish, drink" section.

Thus, thanks to the secret guest method, you:

improve the quality of service;

you will see problem areas in the work of the institution;

reduce the outflow of guests and increase their loyalty;

increase the efficiency of employees;

select programs for training and motivating staff.

Summary

Mystery guest for a restaurant- an excellent and affordable solution for monitoring service in your establishment and regularly checking service standards. With low costs and a competent approach to surveying, you get almost unlimited opportunities for collecting up-to-date statistics and analysis. Do not stop and constantly improve your service: staff turnover in the field restaurant business very big and high level service must be maintained at all times.

Customer service and visitors to various establishments largely affects the income of their owners. Mystery shoppers are hired to check the quality of service in their offspring. They will evaluate the work of the staff with standard questions, take into account the behavior of employees and the fulfillment of customer requests, and eventually create a detailed report on the work. Consider the features and example of a mystery shopper profile in order to understand it.

How the questionnaire is compiled

There are two ways to test the service in an organization: direct hiring or contacting a specialized agency (of which there are a huge number). In the first case, you will have to independently analyze your goals and come up with a legend, in the second case, you will be offered standard templates for individual enterprises (public catering, grocery or shoe stores, pharmacies, banks, etc.) and provided with advisory assistance and mediation.

In any case, you must firmly decide where weak sides personnel. For example, the sellers of your store are alarmed by the fact that they do not always break checks. In this case, the report on the visit to the store should contain information about what the mystery shopper found out about this. He is initially given the installation to check the presence of a check. If it is not broken, ask to do it and give an explanation (you can refer to the law on consumer rights, the possibility of returning by check).

The director can check the bank employees (or a specific representative of it) for professional suitability. In this case, a mystery shopper, savvy in financial matters, is selected. He is given the installation - try to ask as much as possible special issues, evaluate the level of answers and their completeness, as well as the behavior of the employee if he cannot give an answer.

It is customary to draw up checklists in detail, unambiguously (example). If your goal is information about the cleanliness of the hall and the presence of employees at work in work time, then you should not include a question about how the buyer liked the product or counter. The more specifics and fewer abstract questions in the questionnaire, the more effective the study will be. Questions are usually made up of 30-50, no more. Otherwise, the information may be distorted - it will be difficult for a mystery shopper to reproduce everything from memory to the smallest detail.

The more specifics and fewer abstract questions in the questionnaire, the more effective the study will be.

An example of a questionnaire for a store

Let's bring small example Mystery Shopper Questionnaire, which will include a grocery store inspection report:

1. name, date, address and exact time checks, store name, seller (if there is a badge, or you can ask for a name).
2. The seller noticed you and greeted you (yes / no).
3. The seller did not pay attention to you (answer options: talked on the phone, was engaged in the layout of the goods, paid attention to another buyer, did nothing, his own version).
4. The appearance of the seller. Several positions, for each of which there will be a “yes” or “no” answer: the presence of a badge, hair removed, the presence of a uniform, a pungent smell that causes makeup, and so on.
5. Seller courtesy. Options: spoke competently, the presence of slang, spoke rudely, spoke kindly and offered help. Answer yes/no.
6. Reaction to objections. Better this question leave with margins for mystery shopper comments. The options may be as follows: the answer to the objection “Your prices are so high”, the answer to the objection “Why can’t you pay with a card? What should I do?" and in the same vein.
7. Reaction to refusal of purchase. Evaluate the behavior of the seller in conflict situation, for example, if the products have already been included in the receipt. Options can be the following: friendly reaction, neutral reaction, negative reaction.
8. General impression of communication with the seller. Options (good, fair, negative) may be offered, or a space left for a handwritten response.

The price of the service and the effectiveness of the procedure depend on the number and quality of questions, the time for the task, the need to make audio or video recordings. Evaluate the mystery shopper report adequately, on the merits. The questionnaire should be installed alone, and later track the indicators on it in dynamics, depending on the changes introduced in personnel or service requirements.