{"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":"nas-suas-palavras-o-mystery-shopping-nao-funciona-realmente","status":"publish","type":"post","link":"https:\/\/blog.bindy.com\/pt\/in-your-words-mystery-shopping-doesnt-really-work\/","title":{"rendered":"Em suas palavras\u2026 Mystery Shopping n\u00e3o funciona (realmente)"},"content":{"rendered":"

Bindy recentemente fez uma pergunta aberta a um p\u00fablico de varejo de mais de 49.000 profissionais de varejo: \u201cOs programas de compras misteriosas funcionam?\u201d<\/p>\n\n\n\n

Os membros responderam rapidamente. As respostas s\u00e3o predominantemente mistas ou francamente negativas em compras misteriosas. Enquanto alguns elogiaram os insights que trouxe, a maioria argumenta que as compras misteriosas simplesmente n\u00e3o funcionam. Vamos mergulhar.<\/p>\n\n\n\n

t\u00e3o bom quanto o cliente mist\u00e9rio<\/h2>\n\n\n\n

Os compradores misteriosos nem sempre t\u00eam experi\u00eancia no varejo<\/strong><\/p>\n\n\n\n

\n

\u201cAcho que os melhores clientes misteriosos s\u00e3o aqueles com experi\u00eancia no varejo. Eu lidei com alguns que n\u00e3o t\u00eam experi\u00eancia em varejo.\u201d \u2013 Cheryl Carter<\/p>\n\n\n\n

\u201cAs lojas misteriosas s\u00e3o t\u00e3o boas e confi\u00e1veis quanto as pessoas contratadas para faz\u00ea-las... Na minha experi\u00eancia, elas t\u00eam sido espor\u00e1dicas em qualidade e confiabilidade. A melhor maneira de fazer compras misteriosas \u00e9 os gerentes distritais sa\u00edrem da \u00e1rea que gerenciam e comprarem nas lojas uns dos outros. Sabemos o que procurar e n\u00e3o queremos ganhar dinheiro preenchendo um formul\u00e1rio online. \u201d \u2013 Alicia Evans<\/p>\n<\/blockquote>\n\n\n\n

Os compradores misteriosos precisam ser compat\u00edveis com a marca que est\u00e3o comprando<\/strong><\/p>\n\n\n\n

\n

\u201co Mystery Shopper precisa ser um cliente adequado para a marca que est\u00e1 comprando\u201d \u2013 Karin Simmons<\/p>\n<\/blockquote>\n\n\n\n

Os compradores misteriosos precisam entender o neg\u00f3cio que est\u00e3o comprando<\/strong><\/p>\n\n\n\n

\n

 \u201cA vis\u00e3o de quem n\u00e3o sabe nada sobre o neg\u00f3cio n\u00e3o \u00e9 o que deveria existir!\u201d \u2013Maria F.<\/p>\n<\/blockquote>\n\n\n\n

Os compradores misteriosos precisam ser experientes e ter um olho treinado. Isso muitas vezes n\u00e3o \u00e9 o caso devido a quest\u00f5es de pessoal, treinamento e or\u00e7amento.<\/strong><\/p>\n\n\n\n

\n

 \u201cO cliente misterioso tem que ser uma pessoa de qualidade, entender a \u00e1rea em que est\u00e1 e ser capaz de ver 25 coisas em alguns minutos. O problema \u00e9 que as empresas querem clientes misteriosos quando t\u00eam problemas operacionais, mas querem pagar o m\u00ednimo poss\u00edvel e reduzir o pre\u00e7o. As compras misteriosas s\u00e3o como vinho ou charutos: quanto mais voc\u00ea paga, melhores ser\u00e3o os relat\u00f3rios\/resultados. Voc\u00ea n\u00e3o vai ganhar muito se pagar pouco. Lixo entra. Lixo sai\u201d \u2013 Reggie Robertson<\/p>\n<\/blockquote>\n\n\n\n

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

O programa precisa estar alinhado com os objetivos da empresa, o que \u00e9 demorado e caro<\/h2>\n\n\n\n

As compras misteriosas precisam estar alinhadas com os objetivos da empresa<\/strong><\/p>\n\n\n\n

\n

\u201cA menos que o cliente misterioso esteja em sintonia com os objetivos da empresa no programa do cliente misterioso, isso ser\u00e1 totalmente uma perda de tempo.\u201d \u2013James Sherman<\/p>\n<\/blockquote>\n\n\n\n

As compras misteriosas precisam ser baseadas em crit\u00e9rios alinhados a esses objetivos<\/strong><\/p>\n\n\n\n

\n

\u201c\u00c9 importante que voc\u00ea construa os crit\u00e9rios usados pelo comprador para que possa ter uma vis\u00e3o interna dos elementos do atendimento ao cliente que s\u00e3o importantes para voc\u00ea e sua empresa\u201d \u2013 Michelle Gronexk<\/p>\n<\/blockquote>\n\n\n\n

pode n\u00e3o ser t\u00e3o eficaz quanto auditorias de gerentes distritais e pesquisas com clientes<\/h2>\n\n\n\n
\n

 \u201cSe o cliente misterioso receber coisas muito espec\u00edficas para verificar, elas podem ser eficazes; no entanto, uma visita do gerente distrital sem aviso pr\u00e9vio pode obter muito mais informa\u00e7\u00f5es em muito menos tempo.\u201d \u2013Gene Gillis<\/p>\n\n\n\n

\u201cPenso que o gestor distrital \u00e9 uma parte importante da melhoria do neg\u00f3cio e pode dar um excelente feedback e orienta\u00e7\u00e3o sobre o que \u00e9 necess\u00e1rio para construir o neg\u00f3cio, mas apenas um cliente real pode dar-lhe um feedback honesto e n\u00e3o tendencioso.\u201d \u2013Benoit Marinoff<\/p>\n\n\n\n

\u201cNossa empresa simplesmente parou de us\u00e1-los. N\u00f3s os consideramos ineficazes. Optamos por usar a pesquisa de feedback do cliente. At\u00e9 agora tem sido muito mais eficaz. Avan\u00e7ar; Concordo com duas opini\u00f5es anteriores de que uma visita n\u00e3o anunciada de um supervisor pode oferecer informa\u00e7\u00f5es mais pr\u00e1ticas.\u201d \u2013John Aldridge<\/p>\n\n\n\n

\u201cIneficaz e muitas vezes manipulado. Os melhores indicadores de servi\u00e7o e padr\u00f5es s\u00e3o passeios consistentes e cart\u00f5es de coment\u00e1rios\u201d \u2013 Robert Eric Farrell<\/p>\n<\/blockquote>\n\n\n\n

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

A execu\u00e7\u00e3o da loja \u00e9 uma compet\u00eancia essencial para um varejista, n\u00e3o a terceirize<\/h2>\n\n\n\n

Ningu\u00e9m conhece o neg\u00f3cio melhor do que a pr\u00f3pria organiza\u00e7\u00e3o e ningu\u00e9m est\u00e1 mais preparado para partilhar as melhores pr\u00e1ticas da marca do que os pr\u00f3prios gestores distritais da marca. A execu\u00e7\u00e3o na loja \u00e9 uma compet\u00eancia essencial para um varejista. Em nome da continuidade e longevidade dos neg\u00f3cios, voc\u00ea n\u00e3o deixa uma compet\u00eancia essencial nas m\u00e3os de terceiros.  Portanto, use a compra misteriosa se voc\u00ea v\u00ea valor nela, mas aceite-a pelo que ela \u00e9: uma fonte de insights, n\u00e3o um substituto para visitas de gerentes distritais<\/a>.<\/p>\n\n\n\n

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

\u201cRealmente ganhei muito com os coment\u00e1rios dos clientes nas lojas misteriosas, mas n\u00e3o os consideraria uma \u00f3tima maneira de avaliar o desempenho geral de uma loja, especialmente se feitos de forma limitada. Todos n\u00f3s falamos sobre olhar para o nosso neg\u00f3cio da perspectiva do cliente, mas isso \u00e9 mais dif\u00edcil do que parece quando voc\u00ea est\u00e1 envolvido nas opera\u00e7\u00f5es do dia a dia. \u00c9 sempre bom ter uma nova perspectiva, mas voc\u00ea tem que aceitar o que ela \u00e9.\u201d \u2013Tim Eckerley<\/p>\n<\/blockquote>\n\n\n\n

OUTROS RECURSOS DE AUDITORIA E INSPE\u00c7\u00c3O DE VAREJO<\/h2>\n\n\n\n

Consulte o Categoria de Auditorias e Inspe\u00e7\u00f5es de Varejo<\/a> para instru\u00e7\u00f5es e melhores pr\u00e1ticas para auditorias e inspe\u00e7\u00f5es de varejo.<\/p>","protected":false},"excerpt":{"rendered":"

Bindy recentemente fez uma pergunta aberta a um p\u00fablico de varejo de mais de 49.000 profissionais de varejo: \u201cOs programas de compras misteriosas funcionam?\u201d Os membros responderam rapidamente. As respostas s\u00e3o esmagadoramente confusas ou totalmente negativas nas compras misteriosas. Embora alguns tenham elogiado os insights que trouxe, a maioria argumenta que as compras misteriosas simplesmente n\u00e3o funcionam. Vamos mergulhar. T\u00e3o bom quanto\u2026 Continue lendo Em suas palavras\u2026 Mystery Shopping n\u00e3o funciona (realmente)<\/span> \t<\/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":"","_crdt_document":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_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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