I used to hate mystery shopping visits. Although I knew I would be getting constructive feedback (and expected it), there was always a part of me that felt like I was being criticized. Today, I value mystery shops so much that I recommend they take place at least twice a month. So what changed?
The thing is, at some stage, you realize that what matters the most in your salon or your spa is the customer journey. Getting their feedback on it should be at the heart of your business’ development plan. Mystery shopping is the perfect way to gather accurate feedback, acting as an insight into exactly what your clients experience while in your salon, spa or clinic. Consider them your business’ eyes.
First Things First: What is a Mystery Shopper?
A mystery shopper is a person hired to pose as a regular client to evaluate the quality of services and the overall experience at a business. They secretly assess various aspects like customer service, cleanliness, and adherence to company standards, before reporting their findings to the company. The team do not know that the person is a mystery shopper.
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Why Are Mystery Shopping Visits So Valuable?
While we all strive for perfection, it’s unrealistic to think that everything can be perfect at all times. As Owners, Managers, and Directors, we have so much to deal with that organizing a mystery shopper might feel like just “another thing” to add to the never-ending to-do list. And sometimes it’s hard to hear about the things we need to improve on. However, mystery shopping visits shouldn’t be seen as a chore, but as an opportunity to quickly and easily identify what can make your salon or spa’s operations better.
- They highlight what you do well and reassure you.
- They highlight what needs to be improved
- They help you implement best practice guidelines
- They identify training needs
- They let your team know the importance of the client experience & customer journey
The Two Main Types Of Mystery Shoppers
As I mentioned at the start of this blog, I recommend organizing two mystery shopping visits per month. The easiest way of doing it is to get:
- A friend (or a friend of a friend) to enjoy a treatment, and
- Someone from the industry, to give a more detailed view of the salon experience.
Let’s start with friends. They tend to be happy to visit. I mean, why wouldn’t they! They get a free treatment. In terms of feedback, they represent the “true” customer’s feelings – meaning, they tend to give feedback on what your regular customer would see.
For the second visit, I would recommend having someone from the industry come in. This is where things get more nerve-racking. You’ll get a lot more thorough feedback and more in-depth insights, which is to be expected from someone from the industry.
Where To Find Industry People For Your Mystery Shopping Visits
- Networking allows you to meet industry experts like yourself. Inviting them to conduct a mystery shop visit is usually relatively easy, and also cost-effective! If you need an angle, I used to propose a trade: “you test my spa, and I test yours.”
- Once that person has been in for a visit, they can’t return. However, that’s not to say that their senior team members can’t come for a visit!
- Think about the people these team members know. Do they have contacts within the industry? If they do, you could have a long list of potential mystery shoppers on your hands!
- If you work with a coach or mentor, they can also make a great mystery shopper as they already have an understanding of where you’re at in your business. For most of my coaching/mentorship clients, when possible, I do a mystery shop before starting a program with them. It’s one of the best ways to understand the areas that need improvement.
- Finally, there are a mystery shopping company can offer their services. However, I would ensure you get one from the industry, or at least that has been doing mystery shops in the industry.
What Feedback Should You Expect?
Getting feedback regarding all areas of your business is essential. Of course, you want to – and will – get feedback on the treatment itself, but it’s important not to forget about the experience clients have when booking in with you and also how they’re treated at your salon’s reception.
At Booking, Ask Your Mystery Shopper
- How easy was it to book an appointment?
- Was the menu on the website confusing?
- When you booked online, what happened?
Psst: Get your mystery shopper to call to change the time or date of their appointment; it will give you an understanding of what happens on the phone.
At Reception, Ask Your Mystery Shopper
- How did they fill in their consultation form?
- What happened at the end of the treatment?
- How did the reception make them feel?
In all, mystery shopping visits are a great way of getting feedback and actionable results for your business. Use them correctly, and you will see their value; helping you build a business with a consistently smoother customer journey and a stronger team month-on-month!
Happy mystery shopping, and thanks for reading! #Togetherwegrow
Looking for personalized advice on salon management? You can always email Valerie at valerie@valeriedelforge.com! Got general feedback? Let us know either in the comments below!
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Valerie Delforge is a Commercial Trainer and Coach for the Spa, Beauty and Hair industry. Valerie specializes in creating specific workshops to support managers. Founder of Delforge + Co, she is keen to support the industry in achieving its best. Delforge + Co is also proud to announce the modules available at The London School of Beauty & Make-Up, which you can sign up for here!
