1.Determine the objectives of the survey: Clearly define the purpose of the survey, such as evaluating the sales process, the quality of after-sales service, or employee performance.
2.Develop a survey plan: Determine the time, location, and frequency of the survey. Consider covering different sales consultants, service consultants, and dealer stores to collect comprehensive data.
3.Establish evaluation criteria: Identify key metrics to evaluate, such as sales skills, product knowledge, service quality, communication skills, etc. These standards should be consistent with the dealer's business objectives and standards.
4.Prepare questionnaires or guides: Design questionnaires or guides for different aspects, including sales process, after-sales service, dealer cleanliness, etc. Make sure the questions are specific and clear so that mystery shoppers can accurately record their observations and experiences.
5.Recruit mystery shoppers: Find mystery shoppers who are suitable for investigation. They should have similar characteristics and car-buying needs to potential customers to provide honest feedback.
6.Conduct mystery shopper surveys: Mystery shoppers visit car 4S shops according to the planned schedule to experience and observe as regular customers. They should accurately record observations at each stage, including employee performance, sales process, after-sales service, etc.
7.Analyze data and write a research report: Analyze the results of mystery shopping surveys and write a detailed survey report. The report should include a summary of issues, employee performance evaluations, recommendations for improvement, etc.
8.Provide feedback and implement improvements: Share survey results with dealer management teams and provide specific recommendations for improvement. Work with relevant departments to develop improvement plans and monitor their implementation.
9.Regular review and update: Conduct regular mystery shopping surveys to evaluate the effectiveness of improvement measures and make necessary adjustments to the survey plan and indicators.
By following these steps, automotive 4S stores can get targeted feedback and opportunities for improvement, improve sales and service quality, meet customer needs, and maintain brand reputation. For details, please consult the Shenzhen mystery shopping market research.
Mystery shopper survey is one of the advantageous businesses of Wolf Research (Changsha Catering Mystery Shopper Company), which provides research services in sales channels such as commercial real estate, catering and food, education and tourism, communication and digital, auto finance and home appliances. And cooperate with major brand manufacturers to conduct full research on the channel type, channel member composition, channel characteristics and other aspects of their products, and take the results as an objective basis for enterprises to establish, select and manage channels, so as to lay a stable foundation for the marketing of new products. Help enterprises improve and enhance service quality and service level, in addition, through the mystery shopper survey results and research reports can timely adjust the sales staff structure, so that local marketing personnel and sales managers have a clear understanding of the retail market customers, long-term mystery shopper survey projects can achieve dynamic monitoring of outlets, and the management can take the initiative to effectively manage.