Successf

ul
Myster y
Visitor

2 Newlands Court, Burntwood Business Park, Burntwood, Staffordshire, WS7 3GF

TEL 0845 900 5005 FAX 0845 900 5006 E’MAIL assignments@retail-maxim.co.uk
 Welcome
to

Thank you for choosing to become a Mystery Visitor at Retail Maxim. We are
pleased to welcome you to the team and have designed this booklet to help you
settle into your new role.

Let’s begin by asking ‘What is Mystery Visiting?’ Here at Retail Maxim we define
Mystery Visiting as:

“Visiting Outlets on an incognito basis,

making purchases or using facilities as required and
reporting on the quality of service received”

This definition makes Mystery Visiting sound very easy - it can be! It involves a
simple operation and can be fun. However, there are vital techniques to ensure that
Mystery Visiting is completed successfully. This booklet addresses these
techniques by dividing the Mystery Visiting Process into three key stages:

* Before the Visit

* During the Visit
* After the Visit

We will explore each of these stages in turn. In addition to the process related
techniques there are also three personal qualities (see Fig 1) that are required to be
a successful Mystery Visitor: 1. Personality 2. Observation 3. Memory

Fig 1

Personality Observation Memory

The ability to remain calm
throughout the visit viewing
good or bad service
dispassionately being able to
act ‘norma lly’ while following a
brief.
The ability to observe all the
actions and activities of the
Sales assistant you become
involved with, often in addition
to a variety of details on
standards.
The ability to recall everything
in sufficient detail to write or
phone through an objective
and full report.

From our initial communications, we are confident that you have these qualities,
however it is sensible to keep in mind the nature of these requirements before
starting any assignment.

“We are here to help and support on 0845 900 5005”

Office Hours: Monday to Friday.
BEFORE THE VISIT
PREPARATION: It is absolutely crucial to carefully plan your Mystery Visiting
assignment. The preparation you make for your visit will naturally influence the level
of its success. Neglecting the preparation for a visit will undoubtedly result in failure
and possibly render your visit void. Preparation can be separated into 3 techniques:

* TIMING
* BRIEF
* GENERAL

TIMING: We operate a quick turnaround for the Mystery Visiting assignments, so it

is essential that you follow the agreed timing of the visits. When you are offered an
assignment, the timing of the visit will
be discussed with you. Generally, we
aim to give you a choice of days for
your visit but there are some you must adhere to the agreed timings
assignments which will require a
specifically timed visit. Either way, it is
imperative that you stick to the timings
agreed during the booking process.

We understand that life doesn’t always run smoothly so if a problem occurs that will
prevent you from completing your assignment we ask that you inform us
immediately so that we can alter or re-allocate the visit.

BRIEF: The main bulk of the preparation comes from reading and understanding
the brief and questionnaire provided with each assignment. The brief details how the
visit must be completed. It is crucial that you
remember these details fully as each client
has different reports and therefore the
READ THE BRIEF - EVERYTIME!
assignment requirements vary too. It is also
important to note that client briefs change
regularly so DO NOT assume that a visit last
time will be the same this time. Within the brief there is usually a ‘cover story’ for
you to use. It is vital that you follow this story accurately as the staff member’s
responses are key to that specific report. You must therefore feel comfortable with
the ‘cover story’, the ‘role’ you have to play and the ‘product’ you are enquiring
about. There is no need to be knowledgeable about products as you will generally
be ‘playing’ an un-knowledgeable customer who wants to find out more.

“We are here to help and support on 0845 900 5005”

Office Hours: Monday to Friday.
BEFORE THE VISIT
GENERAL:

• Know exactly where you are going and how to get there.

• Allow plenty of time to undertake

the visit. Plan how long it takes
to get there and how long the DO NOT RUSH - accuracy is essential
visit will take. DO NOT rush as
accuracy is vital.

• Always remember you are incognito so you cannot use notepads, clipboards,
or dictaphones in, or within sight of, the location of the visit. Therefore you
must ensure you know all the details from the brief and are ready to memorise
the key points e.g. Staff Member’s name, time of approach etc.

• If you have any doubts about any subject, phone us BEFORE venturing out.

QUESTIONS?

CALL US ON 0845 900 5005

“We are here to help and support on 0845 900 5005”

Office Hours: Monday to Friday.
DURING THE VISIT
If you have prepared well then this stage is relatively straight forward. There are a
few key techniques to conducting the mystery visit:

• Follow the brief and cover story accurately.

• Do not to use leading questions e.g. “have you got this in blue?”. This will
restrict the level of service the assistant is able to provide. However, if you find
that the Staff Member is not forthcoming with information then you must ask a
few questions to trigger a more in-depth conversation.

• Observe carefully what is said and shown to

you. Do not be too critical and judgemental.
Remember that you are there to carry out an You MUST be objective
objective report and professionalism does not
allow you to become genuinely displeased or
exasperated. At times, you will have to
persevere long after you, (and others) would have walked off in frustration!!!

• Above all - act normally and

confidently. This will help to make the
mystery visitor experience more
Act NORMALLY and CONFIDENTLY
comfortable for you and the Staff
Member.

• Finally on completing the visit it is wise to make some brief notes of the
experience (out of sight of anyone concerned!). E.g. Staff Member’s name,
time of entering the store, opening and closing statements. These notes will
then jog your memory when you are writing up your report fully. It also
highlights any that you may have missed.

“We are here to help and support on 0845 900 5005”

Office Hours: Monday to Friday.
AFTER THE VISIT
REPORTING: At Retail Maxim we recommend that you fill in the questionnaire at
the earliest and most convenient time after the visit. Often having a coffee close by
provides the ideal opportunity to make notes while still fresh in your memory. It also
allows you to return to the outlet if you have forgotten to obtain any information.

We use two methods to collect your report. Each method requires a slightly
different approach for completing the questionnaire. The majority of reports are
collected by Telephone or through our Website.

TELEPHONE: This is where your report is taken over the phone by one of our
Report Processors. A time slot will be arranged, when the assignment is
booked with you, and is often during the evening of your visit or the day
after, at the latest. Because you are reading your report to the Processor
your notes only have to be understood by you! It is important to answer all
the numbered questions in the questionnaire as these will be collected, by
number. You will then be asked the questions which are listed below the
numbered questions. Ensure you have sufficient notes to provide a good and
accurate account of your experience for each section. You may be asked further
questions to clarify or amplify your notes.

WEBSITE: This is where you type your report onto our website, as you did
in your application. You will have to enter the questionnaire details onto
our system within 12 hours of completing your visit. As with the
telephone reports your original notes only have to be understood by
yourself. However, you must then clearly and accurately enter all the
questionnaire details onto the website. Text sections must be written fully
with plenty of details and descriptions. (Word or Character minimums may apply)
Submit the information to Retail Maxim by following the instructions on the website.

“We are here to help and support on 0845 900 5005”

Office Hours: Monday to Friday.
AFTER THE VISIT
GENERAL REPORT CONTENT:

Each questionnaire is constructed with 2 different types of reporting format.

• Numbered Questions - pre-set answers or options
• Additional Notes - further questions which invite your comments and descriptions

The sample section of questionnaire below illustrates the different types of

questions. Many answers are simply Yes/No, have a number of options to choose
from or are self explanatory e.g. Staff Member’s Name? A few like question 5, allow
you to make your judgements with a view to the circumstances during the visit. For
instance ‘Comfortable Timing’ many be longer than normal if the store is busy.

APPROACH
5. How quickly were you approached with an offer of help? Had to ask Too Slow Too quickly Comfortable
4

6. Did the assistant approach with a friendly opener ? Yes / No

7. Was the assistant friendly and happy to help? Yes/ No

7 b. If you answered ‘No’ to Q7, explain why >>> Fred was unsmiling and appeared bored

ADDITIONAL NOTES: (provide full and clear details)

What were the staff doing as you entered?
Explain how you were offered help OR what you had to do to get attention.
As I entered the store all three assistants were attending to paperwork behind the till. After browsing for 3 minutes, Fred approached and asked how he
could help.

The questionnaires contain a system of (explain) or (explain No). If selected you

MUST provide an explanation for your decision within the space provided. In some
cases, there is also an addition of NA on the Yes/No questions. This is to allow for
the option of ‘Not Applicable’.

While the Numbered Questions provide vital information, the quality of the
information in Additional Notes is where the real success of the visit lies. The
quantity of information required can be judged by the size of the text box available.
This is where it is CRUCIAL to provide the most DETAILED information possible.

These questionnaires are only for your own information and they are used when
you transfer your report to our web-site or when you pass your report direct to our
typist by telephone. It is VITAL, however that your notes, and subsequently your
transfer, must be full and accurate.

“We are here to help and support on 0845 900 5005”

Office Hours: Monday to Friday.
Overall there is just one invaluable message...

PREPARATION
is VITAL to
SUCCESS

Enjoy your Mystery Visiting!

“We are here to help and support on 0845 900 5005”

Office Hours: Monday to Friday, 9am to 5pm
 This pack is constructed to print in colour and double-sided

If printing in black & white, items will be shaded appropriately

If printing single-sided, an occasional blank page will appear

www.retail-maxim.co.uk
Retail Maxim Limited 2 Newlands Court, Burntwood Business Park, Burntwood, Staffordshire WS7 3GF
T 0845 900 5005 F 0845 900 5006 E mail@retail-maxim.co.uk