In the following article, "Undercover Boss - How Secret Shopper Programs Can Tell You What Your Members Won't", Westfield's Steve Numbers, corporate services leader at Westfield Insurance, contributed advice and a sample survey to the article. It includes great tips on starting your own secret shopping program and what you can expect to gain from it. Steve manages the customer service training and customer surveys for corporate hospitality operations at Westfield Insurance.
Article: http://www.nxtbook.com/ygsreprints/CMAA/g17524_cmaa_janfeb2011/#/0
Tips from the article include:
- Be specific about what you want to know in your shop or questionnaire so that the feedback is meaningful and can be operationalized.
- Provide the shopper with a questionnaire for one specific area of the club.
- Questions asked in a yes/no format prompt the shopper to provide more specific answers.
- Multiple visits provide more credible results.
- When reporting, start with the positive findings to recognize the areas the team is doing well in and then look at the opportunities to improve.
Kris Hawk is the business development leader for corporate hospitality at Westfield Insurance. She develops and implements marketing plans for Westfield Country Club, Blair Conference Center, corporate dining and Westfield Inn.
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