Jewellery Stores

Undercover Customer Visits

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Preview

7 jewellery stores around Perth were anonymously visited to identify the nature of customer service given, the selling skills, product knowledge the staff displayed and the experience that the customer received.

In this case study, we will show you the process of the undercover visits carried out and how we arrived at the results.

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Challenge

Our client wanted to gain insights on the level and kind of customer service these businesses were giving their customers for a range of reasons.

The level of service they gave meant that this could possibly reflect on their sales and bottom line.

The client wanted assurance that these stores were known for giving good service and customers would be encouraged to visit them and not go to the competition around.

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Methodology

How were the assessments conducted?
Undercover customers anonymously entered the jewellery retailers initially appraising each site.

They had a specific scenario to present to a team member when approached and criteria to focus on in varying categories.

The team member’s performance, in terms of greeting, determining the needs of the customer, the levels of product knowledge, selling skills and whether there was an attempt to close the sale or not, along with the manner the team member farewelled the “customer” were all evaluated.

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Results

How we identified the businesses who were giving 100% great service

The assessment was divided into various categories that had to be focused on.

The categories were Site Presentation, Service Performance which incorporated Greeting, Staff performance, Closing and Farewell.

Each category resulted in the various number of jewellery retailers achieving these percentages.

Number of retailers Percentage achieved
Site Presentation 7 90% - 100%
Number of retailers Percentage achieved
Greeting 4 73% - 90%
3 51% - 41%
Number of retailers Percentage achieved
Staff Performance 1 100%
2 93% - 83%
2 40% - 33%
2 17% - 13%
Number of retailers Percentage achieved
Closing 1 100%
1 40%
5 0%
Number of retailers Percentage achieved
Farewell 4 100%
1 33%
2 0%
Number of retailers Percentage achieved
Overall Service Performance 3 92% - 80%
2 46% - 43%
1 37%
1 27%
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Conclusion

Only 3 retailers’ overall performance was very good with the other 4 falling well below the mark of 50%.

The low percentages achieved in each of these categories would have meant that team members were not acknowledging the customer in an appropriate time and manner, staff were not performing to their full abilities in portraying the business as it is required to and giving the customer a great experience, which possibly could lead to more sales. The inability to encourage/invite a sale would have meant that this would be directly related to the sales figures and the bottom lines of the respective businesses. The low percentages achieved in farewelling the customer could mean that the customer may never have the desire to return and potentially could go elsewhere.

Having this kind of knowledge for those 4 jewellery retailers who were well below the 50% range could highlight that more training be given to team members on giving better customer service, product
knowledge, learning the art of skilful selling and having a pathway to purchase.

Not having these skills could potentially mean that these jewellery stores sales figures and bottom line could potentially be affected.

If you want to know more about this case study or how you can identify whether your team members are contributing to your success, please contact us.

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