Mystery Shopper: Clapham Junction

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Clumsy Mystery Shopper is on the hunt for an insurance deal for his prepay handset which can be used on any network. Which retailer can provide excellent customer service and spot the opportunity to up-sell?

6: Vodafone

Product range – 3/5
Product knowledge – 1/5
Airtime knowledge – 0/5
Questioning ability – 3/5
Sales ability – 0/5
Shop appearance – 3/5
Total – 10/30

5: Phones 4u

Product range – 4/5
Product knowledge – 1/5
Airtime knowledge – 0/5
Questioning ability – 2/5
Sales ability – 0/5
Shop appearance – 4/5
Total – 11/30

=3: O2

Product range – 4/5
Product knowledge – 3/5
Airtime knowledge – 0/5
Questioning ability – 3/5
Sales ability – 1/5
Shop appearance – 4/5
Total – 15/30

=3: Carphone Warehouse

Product range – 4/5
Product knowledge – 3/5
Airtime knowledge – 0/5
Questioning ability – 3/5
Sales ability – 1/5
Shop appearance – 4/5
Total – 15/30

2: EE

Product range – 3/5
Product knowledge – 3/5
Airtime knowledge – 0/5
Questioning ability – 3/5
Sales ability – 3/5
Shop appearance – 3/5
Total – 15/30

1: Three

Product range – 4/5
Product knowledge – 3/5
Airtime knowledge – 3/5
Questioning ability – 5/5
Sales ability – 5/5
Shop appearance – 4/5
Total – 24/30

Summary

Some estimates put UK phone insurance coverage at 25 per cent of handset owners.

While this is significantly higher than other markets, some staff were a little unsure of what exactly could be offered in-store.

There was also an opportunity for salespeople to up-sell that was missed by all but one.

Three won the day with excellent customer service and the offer of a prepay deal. The chance to use the in-store tablet to source a quote was the icing on the cake.

With more time and attention paid to a potential customers’ needs other stores visited on the day could have scored much higher.

Full article in Mobile News issue 561 (April 7, 2014).

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