Mystery shopper survey and evaluation of service standards in the "Ziaja for You" network
Client
Ziaja is one of the most recognizable Polish cosmetic and pharmaceutical brands. Since 1989, it has been providing consumers with high-quality care products based on natural ingredients. As part of its retail operations, it is developing a network of "Ziaja for You" franchise stores, where cosmetic consulting and direct contact with the customer play a key role.
Challenge
Ziaja, as a brand with a strong image and a loyal customer base, strives to maintain the highest standards of service at its outlets. In 2023, it sought a partner to meet the key challenges the brand faced. These included:
The need for periodic evaluation of the work of consultants at franchise outlets.
Verification of compliance with visual and communication standards.
Examine the effectiveness of product presentation and resale activities and the finalization of transactions.
Changing research needs (e.g., inclusion of consultants' subjective assessment, product recommendations).
Solution
We designed a comprehensive and scalable mystery shopping survey that covered all the company's "Ziaja dla Ciebie" stores in Poland - ( 161 locations). Main elements of the solution:
Leveraging a nationwide field structure
Thanks to our extensive network of auditors, we were able to conduct surveys at all Ziaja company store locations, ensuring broad coverage and representativeness of the results.
Lack of repeatability of auditors
To ensure objectivity and eliminate possible biases, each outlet was evaluated by a different auditor during successive rounds of the survey. This rotation allowed for fresh and independent opinions on the quality of service at each location.
Adaptation of the survey questionnaire
Together with the client, we developed a set of questions that combined both easily measurable indicators and subjective feelings of the auditors
Use of MerchMobiler technology
This platform enabled efficient management of the research process, real-time data collection and generation of detailed reports for the client.
Results of cooperation
Since 2023, we have conducted periodic mystery shopper surveys in "Ziaja for You" stores. Each survey ends with the preparation of a detailed report, which includes.
Quantitative analysis (e.g., compliance with service checklist, implementation of sales standards),
Quality comments from auditors,
Recommendation indicators (e.g., whether the auditor would recommend a visit to a particular point),
These reports allow Ziaja to monitor the quality of service on an ongoing basis, identify areas for improvement and adjust training programs for employees. Mystery shopper surveys have a significant impact on improving Customer Experience (CX). They allow for.
Identify weaknesses in customer service and areas for improvement.
Motivate staff to provide better service through awareness of service quality monitoring.
Building customer loyalty by improving service quality and raising standards, resulting in a positive customer experience.
