Introduction
Biostat conducted a quality-of-work study for the client's sales representatives using the "Mystery Shopper" method. The planned measurements aimed to determine whether the display of goods in the visited locations is implemented correctly, and whether representatives provide suggestions to staff regarding its principles. Interpersonal relationships established by salespeople with business customers and customer service staff in the points of service were also analyzed. The study's goal was to demonstrate whether sales representatives correctly present the current offer and to what extent they achieve the set sales targets.
Implementation
The research process was based on the guidelines provided by the client for sales representatives, and each stage of its implementation was linked to the schedule of visits by assessed salespeople.
The first measurement method was a personal visit by Biostat's auditors to locations visited by sales representatives. The Mystery Client sample was randomly selected, and the list of service points provided by the client served as the operational unit. The audit implementation in the selected locations followed a previously created script, which the mystery shoppers were thoroughly acquainted with during training. Adhering to its assumptions, they assessed the display of goods, interacted with the staff, and then made a purchase transaction.
During each auditor's visit, they were required to create photographic documentation and audio recordings of the visit, 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 measurement, conducted through telephone interviews. In this case, random selection of service points was also used, with points selected for personal visits excluded from the draw.
During telephone interviews, auditors focused on obtaining data regarding the current achievement of sales goals and the course of visits conducted by 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 assessed sales representative.
Results
The data acquired during the study were used to create a summarizing 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 best-rated employees.
