Tuesday, July 28, 2009

Redefining the Secret Shopper

This post on Content Marketing Today highlights how Five Guys Burgers and Fries have taken the concept of the "secret shopper" into new heights. Generally when we think of secret shopper programs we think of a shopper coming in and taking notes on everything that is going wrong with the employee's customer service skills. Five Guys Burgers takes a different approach.

What the burger joint does is make a note of when optimal behavior is performed and then employees are compensated through bonuses and raises for quality of customer service. Employees are encouraged to give great customer service, and it proves that happy employees means happy customers.

1 comment:

Avelino said...

Interesting concept. The differentiator would be in the definition of 'optimal' behavior. Obviously this optimal behavior would increase revenues to give the ability to pay incentives. How would it be different from 'normal' behavior and would normal behavior even be acceptable?