BioStat conducted a quality-of-work study for the client's sales representatives using the "Mystery Client" method. The planned measurements aimed to determine if the product display in the visited locations was correctly implemented by the representatives and whether they provided suggestions to the staff regarding its principles. Interpersonal relationships established by the salespeople with business clients and the customer service personnel were also subject to analysis. The study's objective was to demonstrate whether the sales representatives effectively presented the current offer and to assess the extent to which they achieved the set sales targets.
The research process was based on guidelines provided by the client for the sales representatives, and each stage of its implementation was linked to the schedule of visits by the evaluated salespeople.
The first measurement method involved personal visits by BioStat's auditors to the locations visited by the sales representatives. The Mystery Client sample for the study was randomly selected, with the client providing a list of service points. The execution of audits in the selected locations followed a pre-established scenario with which the mystery clients were thoroughly acquainted during training. Adhering to its assumptions, they assessed product displays, interacted with the staff, and then made purchase transactions.
During each audit, auditors were required to create photographic documentation and audio recordings of the process, as well as complete an observation questionnaire. These elements served as effective control methods and provided valuable research material for subsequent analyses.
The Mystery Shopping study was complemented by Message Recall measurements, conducted through telephone interviews. In this case, random selection of locations was also used, excluding points that were pre-selected for personal visits.
During the telephone interviews, auditors focused especially on obtaining data regarding the achievement of sales goals and the course of visits conducted by the sales representatives. They also verified whether the messages conveyed by the representatives were memorable to the respondents and to what extent they influenced their perception of the presented products. At least 5 telephone interviews were conducted for each sales representative subject to evaluation.
The data obtained during the study were used to create a summary report, taking into account collective assessments as well as individual assessments for each salesperson. The recommendations proposed by the BioStat research team provided the client with an opportunity to improve the quality of work of the employed sales representatives, including the implementation of a motivational system for the top-rated employees.
