Case study in the automotive sector:
For many years a car manufacturer has been commissioning mystery shopping studies as part of its dealership management and development program. In a local test run the combination of mystery shopping and direct feedback is tested for the first time, and in the following year it is launched nationwide. Before the launch, highly successful sales representatives are consulted and the assessment sheet is designed through a series of workshops. Over time the mystery shoppers’ instructions are modified so as to avoid exceptional or adverse situations. The salespersons thus have the opportunity to prove their skills under favorable conditions, but at the same time are not able to excuse their performance due to “unfair test conditions”. Such a concept clearly improves the salespersons’ willingness to optimize their approach.