1. Stop being a LURKER - join our dealer community and get involved. Sign up and start a conversation.
    Dismiss Notice

TAKE POLL Is Mystery Shopping your Dealership Enough? Good- Bad?

Discussion in 'CRM, ILM, and Desking Support & Best Practices' started by Jeff Kershner, May 2, 2016.

This forum sponsored by...
Tags:
?

Is Mystery Shopping your Dealership Enough?

  1. Yes

    0 vote(s)
    0.0%
  2. No

    9 vote(s)
    100.0%
  1. Jeff Kershner

    Jeff Kershner
    Expand Collapse
    Founder

    First Name:
    Jeff
    Dealer or Company Name:
    DealerRefresh & Mercedes-Benz of Hagerstown
    Joined:
    May 1, 2005
    Messages:
    2,983
    Likes Received:
    695
    Location:
    Maryland
    Jon Berna and --- just published an article over on the blog - 3 Core Issues with Mystery Shopping.

    The overall question, should Dealers and OEM's be mystery shopping their own dealers? And if so, it is enough to really move the needle?

    What do you think?
     
  2. This forum sponsored by...
  3. Stauning

    Stauning
    Expand Collapse
    Refresher

    First Name:
    Steve
    Dealer or Company Name:
    pladoogle, LLC
    Twitter Handle:
    @stevestauning
    Joined:
    Mar 15, 2012
    Messages:
    107
    Likes Received:
    48
    Location:
    Coeur d'Alene, Idaho
    It's certainly not "enough." The question should be "Is it valuable?"

    If it's the typical OEM shop, then no, it's probably not that valuable. If it's a shop that covers a longer period (like 1-4 weeks) and looks at all emails, voicemails and texts your team generates during that time, and provides you with written feedback from someone who is in dealerships every week, then I would say it's probably more valuable than most everything else the dealership is doing to evaluate their internet lead response.
     
    • Like Like x 1
  4. Chris Leslie

    Chris Leslie
    Expand Collapse
    Jr. Refresher

    First Name:
    Chris K
    Dealer or Company Name:
    Heinrich Auto Group
    Twitter Handle:
    @chriskleslie
    Joined:
    Oct 28, 2012
    Messages:
    229
    Likes Received:
    102
    Location:
    Las Vegas
    I dunno man, we've never gotten good (actionable) feedback from anyone shopping our stuff. The GM shoppers we get are horrible and internally we find spot checking random leads VS shopping is more valuable.
     
    • Useful Useful x 1
  5. Ryan Gerardi

    Ryan Gerardi
    Expand Collapse
    Administrator

    First Name:
    Ryan
    Dealer or Company Name:
    AutoConversion
    Twitter Handle:
    autoconversion
    Joined:
    Mar 17, 2011
    Messages:
    58
    Likes Received:
    25
    Location:
    Chicago, USA
    The mystery shop itself is not enough per se, but taking action on the insights from an effective mystery shop can certainly be a good step in the direction of improvement. For me, they also produce useful benchmarking data that benefits dealers I mystery shop.
     
    • Like Like x 1
    • Useful Useful x 1
  6. Alexander Lau

    Alexander Lau
    Expand Collapse
    Jr. Refresher

    First Name:
    Alex
    Twitter Handle:
    autostride
    Joined:
    Feb 11, 2015
    Messages:
    262
    Likes Received:
    41
    Location:
    Pittsburgh, PA
    IMO, that which enables a dealer to understand more about the inner workings and processes at their location cannot be a bad thing. Processes can always be improved and understanding "dead weight" salespeople and shitty, drawn out sales protocols are one of them.
     
    • Like Like x 1
  7. Joe Webb

    Joe Webb
    Expand Collapse
    Getting Refreshed

    First Name:
    Joe
    Dealer or Company Name:
    DealerKnows Consulting
    Twitter Handle:
    @zonewebb
    Joined:
    Aug 5, 2010
    Messages:
    47
    Likes Received:
    38
    Location:
    Lake Mary, FL
    I, too, feel like mystery shopping of dealers (while potentially insightful) isn't the best method to learn of pitfalls in the lead process. While Jon's article discusses the importance of phone scoring (and coaching those scored calls, which I fully agree with), the same must be done for Internet leads. I am not concerned with the occasional OEM shops (though, admittedly, I don't think they focus on the right criteria always, nor do they have intuitive people completing said shops on their behalf). I'm also am not opposed to ownership at a dealership dropping a monthly shop into his own system and seeing his team's follow-up through the eyes of a customer.

    However, I am generally opposed to mystery shopping stores because it
    A) Doesn't give an entire picture because of a small sample size
    B) It makes the team less productive by spending time seeking content with someone that has no intention of buying

    This is why we at DealerKnows created TaskTeacher, our lead process grading technology and team. Our trained agents become the watchful eye in the dealership, and like Steve Stauning recommended, monitors the lifecycle of a lead for the first 10 - 20 days. However, we do it on real live leads that already exist. (We could always go longer, but I'm sure Steve would agree that the majority of contact attempts stop after 7 days anyway. CDK Global just shared similar data from a study at DSPC). Moreover, it isn't enough to grade how ISMs/BDC Agents are handling leads. They're provided detailed coaching comments on what they did right or wrong, if there were misspellings, the full email/call/text attempt chain involved, and we send this information back to, not just the lead handlers, but the owners/operators/managers too.

    If you're looking to evaluate a lead process - or individuals on your team - it cannot be a once a month snapshot. Each lead handler should have leads spot-checked multiple times each month, it must be consistent, it must be shared as it happens with management (to save deals), and you must be able to monitor trend lines long term to ensure there is growth from each agent. Again, it must be on LIVE leads. Not fake shops that devalue the ISMs' time. Mystery shopping can slow productivity, force over-analyzation of leads, cause cherry-picking, and disenfranchise your team. Doing it on live leads, with scientific criteria, sent to multiple roles in the store, from a trained eye, is the only way to leverage lead process data with actionable information to improve your follow-up efforts. Just my $0.02.
     
    • Like Like x 3
  8. Stauning

    Stauning
    Expand Collapse
    Refresher

    First Name:
    Steve
    Dealer or Company Name:
    pladoogle, LLC
    Twitter Handle:
    @stevestauning
    Joined:
    Mar 15, 2012
    Messages:
    107
    Likes Received:
    48
    Location:
    Coeur d'Alene, Idaho
    Absolutely! In fact, we added a 7-Day shop to our product set for that reason. A 30-Day shop is nice (and comprehensive), but often takes too much focus away from that critical first week.
     
    • Like Like x 1
  9. dm18k

    dm18k
    Expand Collapse
    Noob

    First Name:
    Dusty
    Dealer or Company Name:
    E.Tennessee
    Joined:
    Jul 5, 2013
    Messages:
    6
    Likes Received:
    1
    Location:
    Tennessee
    In sales, I find it easy to pick out a mystery shoppers on the phone and in person, body language is a dead giveaway in my opinion and the questions they ask. Once you realize you are being shopped you steer the conversation to the key grading areas.... and 9 times out of 10 you are going to score in the 90's...

    Dealer surveys are always coached to the customers... “Hey guys this is one way I make my money with completely satisfied filled out”
    I can admit this doesn't always work.. but most of the time it does...
     
  10. Steven Buesink

    Steven Buesink
    Expand Collapse
    Noob

    First Name:
    Steven
    Dealer or Company Name:
    Driven Data
    Joined:
    Nov 16, 2015
    Messages:
    3
    Likes Received:
    1
    Location:
    Indianapolis, IN
    There is no doubt lead follow-up and call evaluations should be utilized as effective management tools. Additionally, both lead and call evaluations provide excellent feedback for how customers were treated - this is rarely accurately captured in a customer survey.
    When evaluating, there should be more emphasis placed on the first contact with a customer.
    If the first contact with a customer (either by phone or email) is handled improperly, the subsequent lead process never, or at best, rarely has a chance to succeed.
    So I suppose we all share the same opinion... mystery shopping alone does not provide enough adequate, actionable information.
     
  11. BHavican

    BHavican
    Expand Collapse
    Refresher

    First Name:
    Bill
    Dealer or Company Name:
    Pugi of Chicagoland
    Twitter Handle:
    @BDC_Bill
    Joined:
    Jan 11, 2013
    Messages:
    116
    Likes Received:
    38
    Location:
    Illinois
    Our GM encourages our sales managers to mystery shop our lead process from time to time which I thought was a pretty good idea because not only does it allow for feedback but it also gives them the opportunity to "see" our process.

    I wish the OEM shops were a lot better than they are. As Dusty mentioned, they're easy to spot. Here's a real mystery shop lead I once got: "I have 2 kids, want an SUV that's good on gas, and all I know is I want a Chevy. What can you recommend?" Most of the time they will tell you their demographic in the lead. Also, they tend to use the same email address and make the same inquiry, word for word.
     

Share This Page

This forum sponsored by...