{"id":1032,"date":"2021-10-26T15:15:49","date_gmt":"2021-10-26T20:15:49","guid":{"rendered":"http:\/\/blog.bindy.com\/?p=1032"},"modified":"2024-11-15T13:42:22","modified_gmt":"2024-11-15T18:42:22","slug":"selon-vos-propres-termes-le-mystery-shopping-ne-fonctionne-pas-vraiment","status":"publish","type":"post","link":"https:\/\/blog.bindy.com\/fr\/in-your-words-mystery-shopping-doesnt-really-work\/","title":{"rendered":"Dans vos mots\u2026 Mystery Shopping ne fonctionne pas (vraiment)"},"content":{"rendered":"

Bindy a r\u00e9cemment pos\u00e9 \u00e0 un public de plus de 49 000 professionnels de la vente au d\u00e9tail une question ouverte\u00a0: \u00ab\u00a0Les programmes d'achat myst\u00e8re fonctionnent-ils\u00a0?\u00a0\u00bb<\/p>\n\n\n\n

Les membres ont rapidement r\u00e9pondu. Les r\u00e9ponses sont extr\u00eamement mitig\u00e9es ou carr\u00e9ment n\u00e9gatives sur les achats myst\u00e8res. Alors que certains ont lou\u00e9 les informations qu'il a apport\u00e9es, la majorit\u00e9 affirme que l'achat myst\u00e8re ne fonctionne tout simplement pas. Plongeons dedans.<\/p>\n\n\n\n

aussi bon que le client myst\u00e8re<\/h2>\n\n\n\n

Les clients myst\u00e8res n'ont pas toujours l'exp\u00e9rience de la vente au d\u00e9tail<\/strong><\/p>\n\n\n\n

\n

\u00ab\u00a0Je pense que les meilleurs clients myst\u00e8res sont ceux qui ont de l'exp\u00e9rience dans le commerce de d\u00e9tail. J'ai eu affaire \u00e0 certains qui n'avaient aucune exp\u00e9rience dans le commerce de d\u00e9tail. -Cheryl Carter<\/p>\n\n\n\n

\u00abLes boutiques myst\u00e8res ne sont bonnes et fiables que si les personnes embauch\u00e9es pour les faire\u2026 D'apr\u00e8s mon exp\u00e9rience, elles ont \u00e9t\u00e9 sporadiques en termes de qualit\u00e9 et de fiabilit\u00e9. La meilleure fa\u00e7on de faire des achats myst\u00e8res est que les responsables de district sortent de la zone qu'ils g\u00e8rent et ach\u00e8tent les magasins les uns des autres. Nous savons ce qu'il faut rechercher et ne cherchons pas \u00e0 gagner de l'argent en remplissant un formulaire en ligne. \u201d \u2013 Alicia Evans<\/p>\n<\/blockquote>\n\n\n\n

Les clients myst\u00e8res doivent correspondre \u00e0 la marque qu'ils ach\u00e8tent<\/strong><\/p>\n\n\n\n

\n

"Le client myst\u00e8re doit \u00eatre un client appropri\u00e9 pour la marque qu'il ach\u00e8te" - Karin Simmons<\/p>\n<\/blockquote>\n\n\n\n

Les clients myst\u00e8res ont besoin de comprendre l'entreprise qu'ils ach\u00e8tent<\/strong><\/p>\n\n\n\n

\n

 \u00ab\u00a0Le point de vue de quelqu'un qui ne conna\u00eet rien \u00e0 l'entreprise n'est pas ce qui devrait \u00eatre en place\u00a0!\u00a0\u00bb \u2013 Marie F.<\/p>\n<\/blockquote>\n\n\n\n

Les clients myst\u00e8res doivent \u00eatre exp\u00e9riment\u00e9s et avoir un \u0153il exerc\u00e9. Ce n'est souvent pas le cas en raison de probl\u00e8mes de personnel, de formation et de budget.<\/strong><\/p>\n\n\n\n

\n

 \u00ab Le client myst\u00e8re doit \u00eatre une personne de qualit\u00e9, comprendre le domaine dans lequel il se trouve et \u00eatre capable de voir 25 choses en quelques minutes. Le probl\u00e8me est que les entreprises veulent des clients myst\u00e8res lorsqu'elles rencontrent des probl\u00e8mes op\u00e9rationnels, mais elles veulent payer le moins possible et faire baisser les prix. Les achats myst\u00e8res sont comme le vin ou les cigares, g\u00e9n\u00e9ralement plus vous payez, meilleurs sont les rapports\/r\u00e9sultats. Vous n\u2019obtiendrez pas grand-chose si vous payez peu. D\u00e9chets \u00e0 l\u2019int\u00e9rieur. D\u00e9chets \u00e0 l\u2019ext\u00e9rieur \u00bb \u2013 Reggie Robertson<\/p>\n<\/blockquote>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n\n

Le programme doit \u00eatre align\u00e9 sur les objectifs de l'entreprise, ce qui prend du temps et co\u00fbte cher<\/h2>\n\n\n\n

Les visites myst\u00e8res doivent \u00eatre align\u00e9es sur les objectifs de l'entreprise<\/strong><\/p>\n\n\n\n

\n

"\u00c0 moins que le client myst\u00e8re soit en phase avec les objectifs de l'entreprise du programme de client myst\u00e8re, alors c'est totalement une perte de temps." -James Sherman<\/p>\n<\/blockquote>\n\n\n\n

Les visites myst\u00e8res doivent \u00eatre fond\u00e9es sur des crit\u00e8res align\u00e9s sur ces objectifs<\/strong><\/p>\n\n\n\n

\n

"Il est important que vous d\u00e9finissiez les crit\u00e8res utilis\u00e9s par l'acheteur afin que vous puissiez avoir un aper\u00e7u des \u00e9l\u00e9ments du service client qui sont importants pour vous et votre entreprise" - Michelle Gronexk<\/p>\n<\/blockquote>\n\n\n\n

peut ne pas \u00eatre aussi efficace que les audits des responsables de district et les enqu\u00eates aupr\u00e8s des clients<\/h2>\n\n\n\n
\n

 \u00ab\u00a0Si l'on donne au client myst\u00e8re des \u00e9l\u00e9ments tr\u00e8s sp\u00e9cifiques \u00e0 v\u00e9rifier, ils peuvent \u00eatre efficaces, mais une visite sans pr\u00e9avis du responsable de district peut obtenir beaucoup plus d'informations en beaucoup moins de temps.\u00a0\u00bb \u2013 G\u00e8ne Gillis<\/p>\n\n\n\n

"Je pense que le directeur de district joue un r\u00f4le important dans l'am\u00e9lioration de l'entreprise et peut donner d'excellents commentaires et un encadrement sur ce qui est n\u00e9cessaire pour d\u00e9velopper l'entreprise, mais seul un client r\u00e9el peut vous donner un retour honn\u00eate et non biais\u00e9." \u2013 Beno\u00eet Marinoff<\/p>\n\n\n\n

\u00ab Notre entreprise a tout simplement arr\u00eat\u00e9 de les utiliser. Nous les avons trouv\u00e9s inefficaces. Nous avons choisi d'utiliser une enqu\u00eate sur les commentaires des clients. Jusqu\u2019\u00e0 pr\u00e9sent, cela a \u00e9t\u00e9 beaucoup plus efficace. Plus loin; Je suis d\u2019accord avec deux avis pr\u00e9c\u00e9dents selon lesquels une visite inopin\u00e9e d\u2019un superviseur peut offrir des informations plus exploitables. \u2013 John Aldridge<\/p>\n\n\n\n

\u00ab Inefficace et souvent manipul\u00e9. Les meilleurs indicateurs de service et de normes sont des visites et des cartes de commentaires coh\u00e9rentes \u00bb \u2013 Robert Eric Farrell<\/p>\n<\/blockquote>\n\n\n\n

\"\u00c0<\/a><\/figure>\n\n\n\n

L'ex\u00e9cution en magasin est une comp\u00e9tence essentielle pour un d\u00e9taillant, ne l'externalisez pas<\/h2>\n\n\n\n

Personne ne conna\u00eet mieux l'entreprise que l'organisation elle-m\u00eame et personne n'est mieux plac\u00e9 pour partager les meilleures pratiques de la marque que les responsables de district de la marque. L'ex\u00e9cution en magasin est une comp\u00e9tence de base pour un d\u00e9taillant. Au nom de la continuit\u00e9 des activit\u00e9s et de la long\u00e9vit\u00e9, vous ne laissez pas une comp\u00e9tence de base entre les mains d'un tiers.  Utilisez donc les visites myst\u00e8res si vous y voyez de la valeur, mais prenez-les pour ce qu'elles sont\u00a0: une source d'informations, et non un substitut aux visites des directeurs de district.<\/a>.<\/p>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n\n
\n

\u00ab J'ai vraiment beaucoup appris des commentaires des clients dans les boutiques myst\u00e8res, mais je ne les consid\u00e9rerais pas comme un excellent moyen d'\u00e9valuer les performances globales d'un magasin, surtout s'ils \u00e9taient effectu\u00e9s sur une base limit\u00e9e. Nous parlons tous de consid\u00e9rer notre activit\u00e9 du point de vue du client, mais cela est plus difficile qu'il n'y para\u00eet lorsque l'on est pris dans les op\u00e9rations quotidiennes. C\u2019est toujours agr\u00e9able d\u2019avoir une nouvelle perspective, mais il faut la prendre telle qu\u2019elle est. \u2013Tim Eckerley<\/p>\n<\/blockquote>\n\n\n\n

AUTRES RESSOURCES D'AUDIT ET D'INSPECTION AU D\u00c9TAIL<\/h2>\n\n\n\n

Se r\u00e9f\u00e9rer au Cat\u00e9gorie Audits et inspections de d\u00e9tail<\/a> pour savoir comment faire et meilleures pratiques pour les audits et les inspections de vente au d\u00e9tail.<\/p>","protected":false},"excerpt":{"rendered":"

Bindy a r\u00e9cemment pos\u00e9 une question ouverte \u00e0 un public de plus de 49\u00a0000 professionnels du commerce de d\u00e9tail\u00a0:\u00a0\u00ab\u00a0Les programmes de magasinage myst\u00e8re fonctionnent-ils\u00a0?\u00a0\u00bb Les membres ont rapidement r\u00e9pondu. Les r\u00e9ponses sont extr\u00eamement mitig\u00e9es, voire carr\u00e9ment n\u00e9gatives, concernant les achats myst\u00e8res. M\u00eame si certains ont lou\u00e9 les enseignements qu'ils ont apport\u00e9s, la majorit\u00e9 affirme que les achats myst\u00e8res ne fonctionnent tout simplement pas. Allons-y. Aussi bien que\u2026 Lire la suite Dans vos mots\u2026 Mystery Shopping ne fonctionne pas (vraiment)<\/span> \u2192<\/span><\/a><\/p>","protected":false},"author":6370623,"featured_media":62899,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_wpcom_ai_launchpad_first_post":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"The Truth About Mystery Shopping (It Doesn't Work)","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false,"jetpack_post_was_ever_published":false},"categories":[14465791],"tags":[75439402,118649,55665360,677173901],"class_list":["post-1032","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-retail-audit","tag-field-audit-2","tag-mystery-shopper","tag-retail-audit-2","tag-retail-audit-software"],"yoast_head":"\nIn Your Words...Mystery Shopping Doesn't (Really) Work<\/title>\n<meta name=\"description\" content=\"The truth about mystery shopping - it doesn't work. 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