By Carolyn Nankervis, CEO of DLI's Mystery Shopping partner, MarketWise Consulting, reports on how the program helps cleaners improve their game at the counter.
Good news for customers of DLI members who participate in the customer
service mystery shopping program. The
scoring increases prove the adage, "You can’t manage what
you don't measure."
Drycleaning is service driven and personal
encounters are the legend and bane of most drycleaners. Cruise though Yelp,
Facebook, Twitter, and Instagram you'll see the ongoing crisis in handling
customers fact-to-face or on the phone.
Mystery shopping allows CSR's and staff to practice service
at the counter and learn what's working for their customers and what’s not. Ask
John Albert at Citywide Cleaners in Cedar Rapids, Iowa or David Whitehurst at
Champion Cleaners in Birmingham, Alabama, about their reward and incentive programs
that use mystery shopping scores. After a reviewing the scoring results from a
series of shops, we often hear from managers and owners "Yes, I expected that,
now we can do something about it."
Asking customers about spots or stains went up 12%. Participating DLI members
are training their counter staff to ask this very question. Your customers
believe you are an expert, so act like one. Customers are bringing you items because they need to be cleaned –
otherwise they wouldn't show up. At the counter, ask why they are there.
Use of the customer’s name increased by 14%. This is going to
sound so elementary, but it’s the simple things that make a difference. People
like to purchase from people they like. Making sure the counter staff uses your
customer’s name instead of, "920-735-4970?" Using mystery shopping to be sure
this is happening. Don’t buy for one second that customers don't like to be
called by their names. Focus group and research indicate it is the simplest way
to show a customer they are appreciated and valued. It’s so much easier to keep
the customers you have!
Head to head scores compared from July 1, 2013-June 2014 and
July 2014 to June 2015 show that average drop off, pick up and cleaning
evaluation scores were up over 3% compared to the previous year. The most
striking improvement was a four
percentage increase in pick up scores. Drop off scores went up too. With drop
off and pick up scores nearly the same; customers are having similar experiences
during both visits.
The only decrease in scoring was in cross selling at the
counter. This is an area for attention and improvement since both drop off and
pick up evaluations require an attempt to introduce or explain a product or
service. We are not talking hard sales
here. MarketWise Consulting has
developed a series of three on-line videos that are available to DLI members.
Go to https://www.youtube.com/watch?v=zP0dTL_qahQ&feature=youtu.be
to watch a snippet. Call DLI at 800-638-2627 to order.
MarketWise Consulting in Appleton WI administers the program
and publishes overall mystery shopping scores twice a year. The end of year
results will be published in early February at the same time the "Best of ….
2015" winners will be announced.
For more information about how to participate in the DLI "Essential" mystery shopping program, click on http://marketwise.shopmetrics.com/iwr.asp?project=DLIRegistration
MarketWise Consulting will email you details and pricing
DLI Silver, Gold, and Premier members may
access more information on this topic in the following bulletins
available in DLI's Encyclopedia of Drycleaning Online:
- Any/all of the 19 Counter Sense Bulletins
- Industry Focus: Training CS Personnel