Mystery Shopper: Liverpool

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5: Carphone Warehouse

Product range – 1/5
Product knowledge – 1/5
Airtime knowledge – 1/5
Questioning ability – 1/5
Sales ability – 1/5
Shop appearance – 5/5
Total – 14/30

4: Vodafone

Product range – 2/5
Product knowledge – 2/5
Airtime knowledge – 2/5
Questioning ability – 2/5
Sales ability – 2/5
Shop appearance – 5/5
Total – 15/30

3: Northern Communications (Independent)

Product range – 2/5
Product knowledge – 4/5
Airtime knowledge – 3/3
Questioning ability – 2/5
Sales ability – 3/5
Shop appearance – 2/5
Total – 16/30

2: O2

Product range – 3/5
Product knowledge – 3/5
Airtime knowledge – 3/5
Questioning ability – 2/5
Sales ability – 2/5
Shop appearance – 5/5
Total – 18/30

1: Orange

Product range – 4/5
Product knowledge – 5/5
Airtime knowledge – N/A
Questioning ability – 4/5
Sales ability – 5/5
Shop appearance – 5/5
Total – 23/30

Summary

The winning Orange store was able to answer all questions, gave a great friendly service and a good overall deal.

The independent store did offer the better value for money but was let down by not being able to see any display units and only offering a single recommendation. Carphone Warehouse had the most extensive range – but there was next to nothing put forward by the staffer himself.

Overall, service was pretty poor.There was no mention of coverage statistics, for instance, nor additional services such as Vodafone’s online storage facility. A missed opportunity in the main.

Full review in Mobile News issue 459 (March 15, 2010).

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