Zooming in on Sales (overall 61%) # ScoreSales - Closing 26,411 69.2%Sales - Contact Details 10,217 62.3%Sales - Process 10,159 59.1%Sales - Cross Sell 15,681 52.2%Sales - Follow Up 3,645 36.3%Closing the sale is the best performing partof Sales process yet still 10% below theaverage score of other attributes.
Just imagine• Imagine if staff followed up on enquiries with a phone call? And if the scores moved from 36% to just 50%. What would be the effect on sales?• Or imagine cross sell increasing from 52% to just 60%?
Sales by industry Sales by Industry 2011 Score Accommodation 79.6% Retail - Specialty 72.5%Close rates are Services 69.9% Auto Dealership 67.6%better in some Fast Food 66.1%industries than Retail - Big Box 58.0% Banking 52.1%others. Pharmacy 51.1% Retail - Car 48.4% Retail - Clothing 47.1% Average 61.1%
Retail Clothing – Sales 2011 ScoreSales - Closing 60.6%Sales - Process 49.4%Sales - Cross Sell 40.2%Average 47.1%This sector has the worst Sales scores, andyet is under big pressure from internet sales
Retail Specialty – Sales 2011 ScoreSales - Contact Details 94.6%Sales - Closing 77.9%Sales - Process 69.7%Sales - Cross Sell 67.9%Sales - Follow Up 33.1%Average 72.5%Retail Specialty is the best performing sector in Sales. Theresults reflect their focus and staff knowledge. AlthoughSales follow up is still poor.
Sales Follow-up 2011Industry ScoreAuto Dealership 47.3%Accommodation 46.0%Retail - Specialty 33.1%Retail - Big Box 33.0%Banking 30.4%Retail - Car 10.9%Average 36.3%
Knowledge 2011 Industry ScoreStaff knowledge is Retail - Specialty 89.0%also inconsistent Retail - Car 84.8%across industries. Banking 81.8%Yet our shopper Accomodation 80.5%surveys confirm that Auto Dealership 79.8%Knowledge is the Pharmacy 76.5%most critical factor of Retail - Big Box 76.5%service Retail - Clothing 63.8% Average 79.4%
Customer Interaction - 2011 Industry Score Retail - Specialty 90.0%Customer interaction Banking 89.7%combines questions such as Retail - Car 89.5%politeness, listening skills Pharmacy 89.3%and customer rapport. Auto Dealership 84.1%Once again, the scores are Fast Food 82.2%highest in specialty retail Retail - Big Box 80.6%and lowest in retail clothing. Accomodation 79.7% Retail - Clothing 73.0% Grand Total 81.9%
Top Scoring Sub-Categories 2011 ScoreProduct - Taste 100.0%Facility - Baskets & Trolleys 98.1%Transaction - Accuracy 97.9%Facility - Access 97.6%Transaction - Reciept 97.6% The highest sub-Facility - Bags 97.6% categories are onceProduct - Freshness 97.6% again the hardFacility - Lighting 97.4% elements, which areCleanliness 96.9% also easiest toFacility - Visibility 96.6% measure.
Lowest Categories 2011 Score Negotiation - Discounting 11.6% Product - Demonstration 24.8% Sales - Follow Up 36.3% Trade In - Compliance 37.4% Sales - Cross Sell 52.2% Product - Variety 59.1%The lowest sub- Sales - Process 59.1% Customer Interaction -categories are once Acknowledgment 60.4%again the soft and hard Sales - Contact Details 62.3%to measure criteria Negotiation - Quotation 62.7% Loyalty cards 66.4%
But is this important?• We asked shoppers to also rate their Mystery Shop experience subjectively.• The subjective answers have been correlated with the objective criteria.
Link to Satisfaction100% Satisfaction90% Total Score80%70%60%50%40% Top 25% Mid 50% Bottom 25%
Link to Satisfaction100% The top 25% of Satisfaction90% all Mystery Total Score80% Shops also had the highest70% customer60% satisfaction50%40% Top 25% Mid 50% Bottom 25%
Link to Satisfaction100%90% The bottom Satisfaction Total Score 25% of all80% Mystery Shops70% also had the lowest60% customer50% satisfaction40% Top 25% Mid 50% Bottom 25%
Link to SatisfactionThere is a causal linkbetween mystery shopscores and customersatisfaction.The elements beingmeasured matter tocustomers (includingselling).
Next consider1. Comparing your company directly to all other industries2. Predicting sales from Mystery Shopping3. Using Mystery Shopping as part of a full service dashboard4. Using ROI to measure mystery shopping5. Incorporating existing market research6. Conducting a customer service and sales Audit7. Creating an annual customer strategy.
Touch baseFor more details about the studyemail Steven Di Pietro andinclude your phone number.Follow on Facebook