Mystery Shopper: Stoke-on-Trent

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Mystery Shopper wants the best coverage possible, in the opinion of Stoke store staff, plus a decent contract and handset for sundry mobile communications

5: Mobile Care (Independent)

Product range – 2/5
Product knowledge – 3/5
Airtime knowledge – 3/5
Questioning ability – 2/5
Sales ability – 2/5
Shop appearance – 1/5
Total – 13/30

=3: Phones 4U

Product range – 4/5
Product knowledge – 4/5
Airtime knowledge – 3/5
Questioning ability – 3/5
Sales ability – 3/5
Shop appearance – 3/5
Total – 20/30

=3: Fonehouse (Independent)

Product range – 4/5
Product knowledge – 3/5
Airtime knowledge – 3/5
Questioning ability – 3/5
Sales ability – 3/5
Shop appearance – 4/5
Total – 20/30

2: Carphone Warehouse

Product range – 4/5
Product knowledge – 3/5
Airtime knowledge – 4/5
Questioning ability – 3/5
Sales ability – 4/5
Shop appearance – 4/5
Total – 22/30

1: Tesco

Product range – 4/5
Product knowledge – 4/5
Airtime knowledge – 5/5
Questioning ability – 3/5
Sales ability – 4/5
Shop appearance – 3/5
Total – 23/30

Summary

Definition of the ‘best network’ is highly individual, of course, with store staff usefully drawing on personal experience to support their theory.

O2 was the most recommended (treating Tesco as an O2 network) with three of the five stores recommending it for value and signal strength.

Tesco took the win by providing a recommendation with clear tariff information without excessive need to refer to literature; the staff understood the proposition and delivered the key features and benefits with enthusiasm and confidence.

Full review in Mobile News issue 475 (October 25, 2010).

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