Mystery Shopper at largest chain of refurbished electronics stores
Client
Luxtrade is a market leader in refurbished consumer electronics in Poland - distinguished by its eco-friendly approach, offering devices with a two-year warranty and free returns. The brand is based on values: passion, integrity and safety. To maintain the highest level of service and customer experience, Luxtrade approached Cursor with an order to analyze the quality of customer service through a Mystery Shopper audit. The project was aimed at verifying compliance with high standards and assessing customer experience at the points of sale.
Challenge
The refurbished electronics market is growing rapidly, and competition continues to intensify. Luxtrade, as the largest chain of stores in this category, has faced challenges:
- Meeting consumer expectations for quality, advice and shopping experience
- Ensure consistent service standards across all outlets.
- Verify consultants' knowledge of a broad product portfolio.
- Controlling the display and presentation of equipment in stationary stores.
- Maintain the highest standards of after-sales service, including return procedures.
- Evaluate the commitment and proactivity of staff in dealing with customers.
Solution
We implemented a Mystery Shopper audit program in a hybrid model - combining in-store visits with sales department telephone surveys. All data was collected in a dedicated reporting application, allowing for the addition of quality notes and photo documentation. Flexible scheduling of visits allowed the audit to cover all employees, and the results became the basis for further development activities.
Stage 1
Preparation and planning
- Developing the concept of the hybrid audit.- Matching the schedule of visits to salon operations and consultant availability.- Recruiting and training auditors.
Stage 2
Testing at stationary stores
- Assessing the cleanliness and aesthetics of the outlet.Verifying product knowledge and familiarity with the offerings.Checking sales skills and staff commitment.Checking adherence to sanitation procedures related to COVID-19.Testing after-sales service and the process of accepting returns.
Stage 3
Telephone survey of the sales department
- Verification of service knowledge and familiarity with sales and after-sales processes.Assessment of employee engagement and call quality.Verification of responsiveness to telephone contact.Test of problem solving and customer approach.
Stage 4
Reporting and presentation of recommendations
- Analyze audit data in the reporting application.Prepare a summary of strengths and areas in need of support.Make recommendations and implement training to improve staff competence.Continually work to standardize service and exposure across the network.
Results
The first step was to design and manufacture mobile kitchens that could be installed in the space of large-format stores and at dedicated events such as anniversaries, picnics and trade shows of large retail chains, among others. Each kitchen was a fully functional station with an island that allowed professional chefs to prepare dishes in front of customers.
- Reliable and objective assessment of the quality of customer service in stores and in the telephone channel.
- Identification of key elements for improvement, including product knowledge, display standards and after-sales service.
- The implementation of corrective measures - including employee training - has helped maintain a high level of customer service at all locations.
- The audit made it possible to assess the degree of implementation of the standards and indicated directions for the development of processes to make them even more friendly and satisfying for consumers.
- As a result, Luxtrade has gained a consistent view of the quality of service and exposure across the network, as well as tools to further improve the customer experience.
Hybrid Mystery Shopper surveys - in showrooms and through telephone contact - allowed a full, reliable assessment of the quality of service in the Luxtrade network. This made it possible to quickly implement development activities and further strengthen the brand's authentic image.