More and more Local Authorities are using Mystery Shopping programmes to measure customer service. Service levels are being measured for all communication channels with service users, face-to-face, telephone, letter and email.
When major changes take place within local services the local authorities implement mystery shopping programmes to measure the effect of the change on staff and users of the services they provide.
Some local authorities recruit their own shoppers for specialist services but most are turning to mystery shopping companies for their expertise. Setting up internal mystery shopping programmes can prove to be expensive and time consuming. Employing a professional mystery shopping company allows an impartial, consistent and constant approach. These companies employ and train local residents to be able to carry out visits inconspicuously and report in a fair and unbiased way.
Most local authorities use the published customer service standards as a basis for their assessment criteria, however some work with the mystery shopping companies to benchmark what they measure against other non-government sectors.
Mystery shopping not only identifies strengths and weaknesses but also highlights training needs. Changing behaviours is difficult in every organisation, however it is proven that where mystery shopping is used as an improvement programme, change can be achieved in a shorter timescale.
Mystery shopping can be used not only to provide vital feedback but in a proactive way to reward staff who are doing a great job. Managers can use feedback as a way of raising issues, action planning and praising staff for a job well done.
For success to be achieved mystery shopping programmes should be actively sponsored at all levels of the organisation and communicated well to every member of staff. Objectives must be clear and staff well briefed before programmes commence to ensure full participation and buy in. It is best to present to staff, managers and union representatives as part of the set up process and consult with them at each key stage.
Local authorities have achieved high levels of satisfaction from the mystery shopping programmes that they have implemented and gained useful feedback.
