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Mystery Shopping Results in Extraordinary Increase in Car Sales.

Performance in People, www.performanceinpeople.co.uk, is one of the UK's8217;s leading specialists at measuring and improving customer service that drive increased sales within the automotive industry. Performance in People specialise in video mystery shopping, where an assessor (posing as a prospective customer) enters a dealership wearing a hidden video camera and captures the complete customer journey on DVD (with accompanying report). The entire interaction is then used to identify opportunities to improve the customer experience and maximise sales techniques. The demand for this kind of mystery shopping service is now greater than ever within the automotive sector. This is primarily because it will deliver verifiable information about the weaknesses that exist across a manufacturer's8217;s dealership network and when used in structured way, the video footage can create real and sustainable changes in the way sales people deal with customers.



With just 7% of human communication conveyed by the words used, 38% by how those words are said and 55% by body language, video mystery shopping is the core element in monitoring, measuring and evaluating experiences against prescribed standards or promises. By using the video mystery shopping material it allows staff to review their own performance and that of their colleagues, therefore allowing an organisation to create a much deeper recognition and understanding of customer service performance, then creating sustainable changes in staff behaviour.



Mike Dalloz, Managing Director, Performance in People: We understand that the customer service and sales performance skills of a manufacturer's8217;s dealers and their representatives are not only the key to maximizing sales opportunities, but also the primary factor in establishing the customer's8217;s perception of service standards. Mystery shopping has been used to measure customer service for over 50 years. We believe that having the opportunity to now see and hear the experiences of customers is an incredibly powerful way to recognize areas for improving sales and customer service delivery. We have not found any other service that has such a profound effect on changing staff behavior.



It is believed that the demand is a result of the intense competition between car manufacturers and dealerships. The automotive industry is looking to increase sales in whatever way possible and are realising the importance of the optimal customer experience, which can result in fast direct sales. In some cases a properly implemented Customer Relationship Management program can lead to a 25% increase in sales.*



Performance in People work in partnership with leading global manufacturers and dealership groups including the likes of Honda, Ford, BMW, Mitsubishi and Volvo. As well as providing sales-based mystery shopping services including new and used car video mystery shopping visits, recorded telephone calls and email enquiries, Performance in People also conduct full vehicle service audits, where a vehicle with predefined faults is taken into dealership and a full customer service and technical audit is conducted on fault rectification. Many manufacturers are now conducting this exercise following disturbing reports from trading standards on the quality franchised dealership servicing standards.



As well as the mystery shopping service, Performance in People provides a complete solutions package including needs analyses, in-house training and development, business coaching, consultancy services, customer research, audits, assessments, certification reviews and corporate video production. Performance in People work right across the automotive sector as well as Retail, Financial Services and Public Services sectors.



Performance in People strives to improve customer service, sales and staff performance by utilising the opinions and participation of real life consumers. By being committed to implementing their solutions within their own organisation, Performance in People continue to ensure that their clients have the tools to transform their own businesses.



Notes to Editor:



*Statistics gained from PricewaterhouseCoopers

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