Twenty-Four Worst Mistakes Agents Make When Secret Shopping Their Competitors

Let's be frank: if you're doing secret shopping in your office, chances are you're doing it wrong. You're likely wasting time, and the data you're collecting is probably so skewed that it lacks any real objectivity.

To help you improve, I've created this list. Use it as a guideline when you start to shop your competitors. It's not as straightforward as you might think.

Think of secret shopping as a strategic reconnaissance mission. It's not just about observing your competitors; it's an opportunity to gain deep insights into their operations, customer service, and tactics. This is crucial for businesses, especially in real estate and other service-based industries, where understanding your competition can significantly enhance your own strategies.

Imagine you're a general preparing for battle. You wouldn't go into it without understanding your opponent's tactics, strengths, and weaknesses. Similarly, in business, you can't effectively compete without a clear understanding of what your rivals are doing right and where they're falling short.

Secret shopping allows you to gather this intelligence in a systematic and discreet way. It involves more than just casual observation; it requires a methodical approach. You need to plan your 'mission' with specific objectives: Are you evaluating customer service, sales techniques, or operational efficiency? Each goal requires a different approach and focus.

By conducting secret shopping, you're not just looking at surface-level interactions; you're diving deeper into the nuances of your competitors' service delivery. It's like the difference between looking at a map and exploring the terrain. The former gives you a basic idea, but the latter provides practical, actionable insights.

However, there are common pitfalls that can undermine the effectiveness of this practice. Here are twenty-four of the most common mistakes made during secret shopping:

1. Being Too Secretive:

Attempting to be too secretive can actually draw more attention. Secret shoppers should aim to blend in naturally with regular customers. It sounds like you walk the talk and live it every day.

2. Ignoring the Details:

Agents typically have blinkers on when they secret shop and are after limited focus. Focusing only on major aspects and neglecting small details can lead to an incomplete assessment. All elements of the customer experience are important.

3. Lack of Objectivity:

Personal biases or preconceived notions about the business can skew the results. It's important to remain neutral and objective.

4. Poorly Defined Objectives:

Not having a clear understanding of what needs to be evaluated can result in missing crucial information. Objectives should be specific and measurable.

5. Inconsistent Reporting:

Inconsistency in reporting can lead to unreliable data. Using a standardised format for feedback ensures uniformity and clarity.

6. Not Acting Like a Typical Customer:

Secret shoppers should behave like any other customer to avoid suspicion and to accurately gauge the typical customer experience.

7. Limited Observation Skills:

Failing to observe and note non-verbal cues or environmental factors can lead to an incomplete evaluation.

8. Not Understanding the Client's Needs:

Secret shoppers must thoroughly understand what the client wants to learn from the exercise. This understanding directs the focus of the shopping experience.

9. Failure to Provide Actionable Feedback:

Providing vague or non-specific feedback makes it difficult for the business to make improvements. Feedback should be actionable and constructive.

10. Ignoring Employee Interactions:

Not paying enough attention to how staff interact with customers can overlook a key aspect of the customer experience.

11. Lack of Clear Communication:

Businesses that fail to communicate goals, expectations, and feedback clearly can create an environment of uncertainty and mistrust.

12. Overemphasis on Short-term Results:

Companies that focus solely on short-term gains often sacrifice employee well-being, long-term growth, and sustainability.

13. Resistance to Change and Innovation:

Organisations that are unwilling to adapt to new ideas or processes can stifle creativity and hinder growth.

14. Toxic Competitiveness:

A culture that promotes cutthroat competition among employees can lead to unethical behaviour, burnout, and a hostile work environment.

15. Being Overly Cautious:

This can result in too-guarded or unnatural interactions, causing suspicion.

16. Fee Fixation:

Focusing excessively on fees can overshadow other vital aspects of service quality. The desperation can be felt through the call, and likely create suspicion they're being 'secret shopped'.

17. Overusing Jargon:

Using too much industry-specific language might signal insider knowledge, which is a giveaway.

18. Ignoring Service Quality:

Focusing solely on operational aspects while neglecting customer service and client experience evaluation.

19. Poor Scenario Planning:

Not having a well-thought-out scenario or backstory leads to a lack of consistency in inquiries, making the shopper more noticeable.

20. Inadequate Feedback Structure:

Failing to structure feedback in an actionable and meaningful way for business improvement and development.

21. Neglecting Competitor Strengths:

Overlooking what competitors do well could mean missing valuable learning points.

22. Underestimating Staff Knowledge:

Assuming that frontline staff won't pick up on inconsistencies or unusual inquiries.

23. Lack of Objectivity:

Allowing personal biases or expectations to colour the assessment.

24. Inconsistent Secret Shopper Profiles:

Using shoppers whose profiles don't match the typical client demographic leads to unrepresentative experiences.

By avoiding these common mistakes, you can significantly improve the effectiveness of your secret shopping efforts, gaining valuable insights that can help you stay ahead in the competitive property management industry.