How to get objective understanding of the lessees sales and service skills if in the same Shopping Centre there are hundreds of stores and restaurants with very different service models? There will be a lot of disputes and arguing if the clothing stores and coffee shops are measured using the same scale. It would be possible only if the collected information is very general but that would not provide enough input for the stores to progress, develop themselves and improve their customer service experience.
Different questionnaires for different service concepts!
It would be very logical to use different questionnaires for different customer service concepts. Why so? Because the expectations of the employers toward their employees are different. When talking about Mystery Shopping, the lessee or employee rankings can be much more accurate if made by different categories and not by comparing different types of service models. When collecting and asking for customer feedback and personal opinions, the results will be more subjective and rightly so, since the goal is to understand how the customers feel. However, in case of well targeted Mystery Shopping we measure how the employees are acting and how much they are filling their employers expectations. That information can be much more accurate and objective when measuring different service concepts appropriately.
What is the goal of Mystery Shopping service in Shopping Centres?
Why do we go to see the doctor? To understand if there is anything wrong, and if so, what to do to get better. The main goal of Mystery Shopping service should be to produce and gather for future development work. And this information has to be objective and accurate!
If the Mystery Shopping process is done using different questionnaires, then also the feedback meetings can be held based on the different categories. In this case it’s possible to include very practical advice on particular aspects to keep working on and how to do it. Simply ratings, rankings or lists do not help to make progress. But if the lessees of a Shopping Centre understand the obstacles they have to overcome in order to have better results, they will no doubt be thankful to the management office as they see the customer service level and business results of the whole Shopping Centre improve.