Mystery Calling is a play-pretend practice, akin to mystery shopping campaigns. During such calls, a caller pretends to be a customer and evaluates the services they receive.
Just as the mystery shopping campaign mystery calling can help with a variety of things. After all, it’s all about improving the customer experience and eliminating the pain points in the customer journey.
Who is mystery calling for?
Mystery calling campaigns are usually conducted by big companies. When there are a lot of employees it is impossible to control their performance easily.
This practice is also suitable for companies who are very invested in making the customer experience as enjoyable as possible.
How does mystery calling work? The process
1. Creating a legend & emotional context.
For every interviewer, a legend is created, describing the subject of the call and its emotional context. For example, the caller can be frustrated, angry, ask a lot of questions, etc. The cause gets picked depending on the priorities of the company and possible previously reported issues. If you received complaints about your employees not knowing the product well enough – this should be checked first and then fixed with training, presentations, etc.
2. Defining what’s getting evaluated.
Once the legend is created, the company then needs to define exactly what qualities and skills they want to have checked: politeness, product knowledge, conflict resolution skills, attention to detail, whatever you need.
3. The call & data accumulation.
Then the caller picks all behavioral aspects and issues of the employee, and writes them out or enters into the preferred software.
4. The detailed report.
Based on the collected data, a very detailed report is created describing the way an employee handled a situation: all their best qualities, and issues as well.
5. Fixing issues.
Then the torch is passed to the company: they need to take the report, analyze and fix the issues.
What can be evaluated on the mystery call?
Previously we have touched upon the things that can be checked on such calls, but let’s take a closer look.
Waiting time. First of all, with mystery calling it’s easy to check how much time did it take to get through to the employee, and how long did the caller have to spend on hold. This is one of the most annoying issues that are reported by customers all the time.
Situation handling. Did the employee know what to do to resolve the issue at hand? How easy was it to close the issue?
Communication. Was the employee polite and helpful? Did they lose their temper or were they kind and understanding during the call? What brand image did they project?
Product/Service/Company knowledge. Did the employee know the product well enough? If asked questions about details, were they able to answer them? Did they know new offers well enough?
Transfers. If the call needs to be transferred, was it done quickly? Was the caller transferred to the correct person? Was the caller transferred politely?
Overall, these are the most common causes for engaging in the mystery call. However, it can be anything the brand wants to double-check. For example, if they have entered a new company policy, and want to see if the staff goes along with it, etc.
What can go wrong?
When it comes to data collection there is always a risk that the information will be unreliable. Especially if we are talking about the human factor: the more labor in the task is done by a person, the bigger the risk of them missing something, entering something wrong, etc. That is exactly the reason more and more research agencies are switching to using software for any survey there is, including mystery calling campaigns.
Another issue is that such campaigns can be rather time-consuming without proper software. First of all, the data entry is slow. Small routine things like number dialing can consume a lot of time.
With the right software, most of the tasks are automated: dialing, audio recordings for later reports, questionnaire routing. This allows for a more coordinated campaign, with less time wasted.
Final reports are also a grand task if done manually. Software, like Checker, can automatically group the collected data, and update the graphs as the new information arrives. Each brand gets a branded dashboard, with interactive reports.
Make mystery calling easier with Checker!
Checker is a multichannel software for CX and VoC researchers, allowing to easily conduct a range of different surveys. From simple online surveys to long research with difficult questionnaires. Request a demo and we will gladly show how it works!