Mystery Shopping/Guest Satisfaction

Must GSS be a SUBSTITUTE for Mystery Shopping?

NOT NECESSARILY! --> they measure DIFFERENT THINGS! (but many companies can't AFFORD to do both)

Respondent Qualifications

- are GSS respondents SUFFICIENTLY TRAINED &/or seasoned to provide an ACCURATE ASSESSMENT of dining experience that can be SUCCESSFULLY/CONSISTENTLY used as TRAINING/COACHING tool?

Sample Selection

- are these the RIGHT GUESTS to be providing operational feedback to managers? - is an INCENTIVE the best way to get guests to complete survey? < guests might not even PAY ATTENTION to the things asked on the survey during their dining experience >

Program Implementation

- are you clear on HOW system works, WHAT it measures, and how you USE data?

PROs of Mystery Shopping (per "Pennies for their Thoughts")

- can provide info that tech-driven GSS CAN'T! - TRAINED! - measures SPECIFIC SET OF CRITERIA - evaluators KNOW WHAT THEY'LL BE MEASURING when they come in

Program Design

- has restaurant company developed the RIGHT SCRIPT for DATA COLLECTION/REPORTING? (DIFFERENT, greater SCOPE than GSS)

Mystery Shopper Training

- is there a SOUND ORGANIZATIONAL STRUCTURE to manage process? - are the RIGHT INDIVIDUALS selected/trained? - sound system to RECORD/REPORT shoppers experiences in a TIMELY MANNER?

CONs of Mystery Shopping (per "Pennies for their Thoughts")

- lower sample size - less indicative of real-world attitudes

CONs of GSS (per "Pennies for their Thoughts)

- more reflective of REAL-WORLD attitudes - can't tell you if restaurant wasn't open when it should have been - would only notice if THEIR favorite cream cheese flavor wasn't there... not variety in general - customers might not focus on SPECIFIC ISSUES he might be asked about (not TRAINED) - NOT PRECISE MEASUREMENTS OF WHAT ACTUALLY HAPPENS

PROs of GSS (per "Pennies for their Thoughts")

- provides USEFUL MARKET RESEARCH TOOLS - OPEN-ENDED Qs allow for guest insights that wouldn't have occurred to the restaurant managers (via IVR) - get LARGE SAMPLE SIZE (min of 50 vs min of 2) due to incentives, which lets companies "make better investment decisions about improving service"

Management/Staff Involvement

- should MANAGEMENT/SERVICE STAFF be DIRECTLY INVOLVED in data process? (i.e. it's OK to tell ppl to TAKE the survey, but is it OK to tell them to give you all 5s? --> PROB NOT!!)

4 Main Points to Consider for Mystery Shopping

1) Program Timing 2) Mystery Shopper Training 3) Program Design 4) Program Implementation

4 Main Points to Consider for GSS

< design/program it to OPTIMIZE BENEFIT - collect data and use it to CATER TO IMPORTANT ELEMENTS! > 1) Sample Selection 2) Respondent Qualifications 3) Depth of Analysis and Feedback Timing 4) Management/Staff Involvement

Program Timing

< how often do you want shoppers to come in? > - is sched/freq of shoppers' visits closely tied to OPERATIONAL OBJECTIVES and OUTCOMES to provide USABLE DATA for operators?

Overall Assessment of GSS

Accurately gathers guests' opinions, preferences and/or socio-demographic data, but MAY NOT accurately gauge operational performance :(

Example of company's shifted focus after GSS Feedback

O'Charley's is now working to shift NEUTRAL customers ("4" raters) to SATISFIED customers ("5" raters), b/c "5" raters are 2X more likely to return!! (had previously focused on addressing REALLY bad experiences)

A Mystery Shopper can't be...

OBVIOUS!

Mystery Shopper should be prepared to...

PAY ATTENTION!

IVR

a form of GSS... "interactive voice response"

Why are Mystery Shoppers and GSS different?

b/c Mystery Shoppers are not your guests?

Depth of Analysis and Feedback Timing

does GSS truly provide management with DETAILED, TIMELY FEEDBACK about guest exps in restaurants that's ACTIONABLE/CORRECTABLE?