Many companies spend significant effort in evaluating, selecting and preparing for a mystery shop program. They invest this effort because they know that the information they gain can be used to improve company performance and top the competition.

While the effort at the start is critical, companies need to spend equal effort to ensure managers use shop results to foster success among front line employees. Improvement levels are highest when managers act on results quickly and consistently. Here are three ways to make sure that you capitalize on the critical employee behavior data that you have gathered:

1) Share Reports: At a financial institution where I previously worked, we shared mystery shop results consistently, weekly and monthly, and in many ways. We found the best methods to ensure accountability for shop results included:

•  Discuss reports on a regular basis. For example, a region can share reports showing how the region compares with the bank as a whole, and how the branches compare to each other. Managers communicate shop reports at meetings, on conference calls and through emails. This fosters friendly competition and keeps shop expectations top of mind.
   
•  Share the results to drive continued success in strong areas and gain improvement in weaker ones. Reports allow you to easily determine top performers so you can recognize and thank them. Reports also point out improvement areas to address and positive trends to compliment.
   
•  Present individual shop results to the team. First, delete identifying information in order to keep the report anonymous. An individual employee’s strengths and improvement areas may mirror those of other staff, so everyone stands to benefit by reviewing the results.

What do employees think about shop behaviors that are missed? What ideas do they have as to how to overcome these obstacles?

Mystery shop programs do not usually evaluate every employee every visit, so some employees may lose sight of the shop expectations. By sharing individual results with the team, you remind everyone of the standards on an ongoing basis.

2) Use a Sample Report to Role Play: Role playing is not everyone’s favorite activity, but if you lead the effort within a group setting, it can be less intimidating. Take a blank mystery shop form and distribute to everyone on your team. Pair up, and have one person pose as the customer and the other as the employee. Then switch roles. The practice allows employees to remain familiar with expectations and to practice the behaviors that the shop is measuring.

3) Shop a Competitor: New employees and experienced employees can benefit by using the survey to “shop” a competitor. This exercise can help employees see how their company, and their individual performance, stacks up against the competition. If the competitor’s employee does not exhibit certain behaviors during the interaction, the employee can imagine how the customer would feel on the other end.

If you put these simple ideas into action within your own firm, you will find yourself well on your way to reaping the benefits of mystery shops.