Mystery Shopper: Chesterfield

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Mystery Shopper has bought an iPhone 4S and wants a fully installed, fully fitted car kit for his vehicle, but not a headset. He doesn’t want to pay more than £150.

=4: Phones 4U

Product range – 1/5
Product knowledge – 2/5
Airtime knowledge – 0/5
Questioning ability – 2/5
Sales ability – 1/5
Shop appearance – 4/5 
Total – 10/30

=4: T-Mobile

Product range – 1/5
Product knowledge – 2/5
Airtime knowledge – 0/5
Questioning ability – 2/5
Sales ability – 1/5
Shop appearance – 4/5
Total – 10/30

3: Vodafone

Product range – 1/5
Product knowledge – 3/5
Airtime knowledge – 0/5
Questioning ability – 2/5
Sales ability – 2/5
Shop appearance – 4/5
Total – 12/30

2: Carphone Warehouse

Product range – 3/5
Product knowledge – 3/5
Airtime knowledge – 0/5
Questioning ability – 3/5
Sales ability – 1/5
Shop appearance – 4/5
Total – 16/30

1: O2

Product range – 3/5
Product knowledge – 3/5
Airtime knowledge – 0/5
Questioning ability – 3/5
Sales ability – 3/5
Shop appearance – 4/5
Total – 16/30

Summary

Overall I received good customer care, but the products offered were disappointing. They could only offer simple options – a holder that could be fitted to a windscreen or dashboard.

A few did have cables for charging and playing music. O2 came top, despite only being able to offer a basic solution. The knowledge was delivered confidently and in a friendly manner. Carphone Warehouse would have scored higher if they’d taken the time to explore the online options. They potentially missed an opportunity to offer much better product suggestions.

Full article in Mobile News issue 508 (February 27, 2012).

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This mystery shop was conducted by infinite, a leading field marketing provider specialising in the technology and FMCG sectors. To find out how infinite can support your brand please visit www.infinitegroup.co.uk.

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