Channelplay Case Study

Mystery Shopping Software for Eye Care Audits

Objective :

A leading mystery shopping agency in India used 1View to manage the mystery shopping operations for an eye care brand. The main objective was to provide the client with understanding of the selling process at different retail outlets which would give them insights about how new consumers were being educated about the use of contact lenses. The mystery shopping activity was designed to assess the following key service parameters:

  • Grooming and knowledge of staff
  • Staff behavior
  • Process adherence
  • Sales pitch parameters
  • Overall experience

Approach :

The entire mystery shopping program was managed using 1View to track different operational aspects such as:

  • Mystery shopper profiling and sourcing as per defined criteria
  • Questionnaire designing to evaluate all the desired parameters
  • Collection of appropriate multimedia proof and maintaining sanctity of data
  • Developing a pool of diverse shoppers to capture different perspectives
  • Shopper certifications to ensure that every opportunity was assigned to the most suitable applicant

1View’s advanced functionality was especially useful for:

  • The major challenge which was faced by the project team was to find the most suitable shopper for the audit. The team used the innovative feature of Auditor Profile matching to overcome this challenge
  • Providing custom reports and dashboards to the client. Integration with best-in-class BI tool helped the team to overcome this challenge
  • Thorough quality was required to validate the data in the reports submitted by the shopper. The team used the feature of Audit Quality Check where they thoroughly checked the reports submitted by the shopper which helped them in ensuring that the report and proof criteria of the program were met
  • Conducting quizzes of the shoppers prior to the audit so that they are well trained and educated about what is to be performed in the audit. Integration with an LMS to train mystery shoppers on the audit process and flow of activities which helped the team to overcome this challenge

Outcome :

1View successfully fulfilled the requirements of the mystery shopping agency and helped the client in understanding of the selling process at different outlets and gain insights about how new consumers were being educated. The audits were done on a monthly basis and after each round a detailed report with improvement suggestions was shared with the client. The key highlights were as follows:-

  • Service Excellence reports being shared with the client to understand about the objective assessment of overall customer experience at different outlets
  • Outlet-wise ratings and reports were provided to the mystery shopping company which helped them to gain insights on the attention areas
  • Store specific problem areas/attention points were shared with store managers so that improvements can be made on the problem areas

Topics: Mystery Shopping Software