Basing decisions on data – how mystery shopping can shape your services

Your estate agency will often need to make decisions which will affect how your business is run.

From what services you might provide, such as lettings and management, to hiring decisions. Making sure that you make the right choice can be difficult.

Using feedback data helps you to make sure that any business choices are driven by what the market wants. Mystery shopping can help you do this by identifying gaps in your service offering that may need addressing.

We explore how you can use mystery shopping feedback to help shape your services.

What is mystery shopping?

Mystery shopping is a tool that businesses use to measure the quality of their customer service.

A mystery shopper poses as a customer and assesses various aspects of your estate agency, such as the friendliness of the staff, the questions asked and the speed of service. Many estate agents use mystery shopping to ensure that their customers are receiving the best possible experience.

Mystery shopping can be an effective way to improve your customer service. By using an expert posing as a customer, you can get an accurate picture of what your customers experience when interacting with your teams.

This information can then be used to make changes that will improve the customer experience.

Mystery shopping also allows you to identify potential problems before they become major issues.

What data can you get from mystery shopping?

The key to a successful mystery shopping campaign is to have key objectives based on what you want to find out and test.

For example, you may want to explore how a potential buyer is welcomed and qualified by your sales team.

In this instance you might want to scope what questions are asked, how helpful your team are, and whether the potential buyer is responded to in a timely manner.

By scoping your objectives, you can better measure the data received.

How can you use this feedback to shape your services?

There are various ways to implement data from mystery shopping. One way is to simply compare the results of different mystery shoppers. This can give you an idea of how well your business is doing.

Another way to use data from mystery shopping is to look at specific areas that need improvement.

For example, if you find that your staff are not as friendly as you would like, you can focus on giving them customer service training or look more closely at how your culture is communicated to those in your estate agency.

Additionally, in some cases mystery shopping can identify gaps in your staffing structure that may affect how you deliver your services. For example, you may choose to employ more specialists to undertake valuations or even sales progressors if these are areas of your service that need more attention.

KnowYourMarket can help you put together a mystery shopping strategy for your business.

Contact us to find out how we can help shape your services with mystery shopping