You’ve Been Shopped! You’ve Been Shopped! Mystery Shopping for Mystery Shopping for

Better ServiceBetter Service

The UCF Libraries ExperienceMarcus Kilman

Tools for better customer Tools for better customer service:service:• Hiring the right people• Training

• Department internal training• UCF training• Other• OPAC/Database training• Reference Interview training• Printer/Copier service training

• Empowerment

Tools for better customer Tools for better customer service (cont):service (cont):• Judgment• Mutual Trust• Job Satisfaction• Feedback

• Surveys• Suggestions/Comments Box (also online)• Open Door policy• Mystery Shopper

Mystery Shopping at UCFMystery Shopping at UCFAvailable through UCF Human

Resources’ Office of Organization Development & Training

Developed and facilitated by training consultant Marjorie Chusmir

Circulation Department has completed two Mystery Shopper surveys (May 2006 and October 2007)

Planning the Mystery Planning the Mystery Shopper surveysShopper surveysFirst survey preceded by the Myers-

Briggs Type Indicator sessionMet with facilitators to define

various shopper interactionsInteractions were both in-person

and telephoneInteractions were designed to be

“problem patrons”

Example “shopper” Example “shopper” interactions:interactions:As a student, attempt to check out

video or book without UCF IDCall circulation desk with book title

and ask staff to retrieve book and hold at desk

Try to check out a book using driver’s license only, claiming to be local resident who “pays taxes”

Ask at the circulation desk to reserve a study room

Measures of success:Measures of success:In person• Customer awareness• Customer Service

Over the phone• Greeting• Friendliness• Service

All interactions were anonymous

Scale of measure:Scale of measure:Strength = interaction was rated

high overallNeeds improvement = some

elements were rated high and others were not

Strong Development Need = most elements were rated low

First survey results:First survey results:In-Person:• Customer Awareness = Strength• Customer Service = Needs

Improvement

Over the Phone:• Greeting = Strength• Friendliness = Needs Improvement• Service = Needs Improvement

Recommendations:Recommendations:Staff form 3 groups to develop

strategies to address:• Friendliness (be “warm and friendly”

not just “polite and professional”)• Phone etiquette (formalize

procedures for answering and transferring calls, referring when necessary, importance of attitude)• Service (attention to details,

thoroughness)

Second survey measures:Second survey measures:Measures of success were:• In-person• Customer awareness• Customer service• Policy Adherence

• Over the phone• Greeting• Friendliness• Service • Policy Adherence

Scale of measure:Scale of measure:Strength = interaction was rated

high overallOpportunity for improvement =

some elements were rated high and others were not

Strong Development Need = most elements were rated low

Second survey results:Second survey results:In-person• Customer awareness = Strength• Customer service = Opportunity• Policy Adherence = Strength

Over the phone• Greeting = Opportunity• Friendliness = Opportunity• Service = Strength• Policy Adherence = Strength

Recommendations:Recommendations:Staff continue to work on “warm

and friendly” versus “polite and professional”

Conclusions:Conclusions:Mystery Shopper surveys

produced no “big surprises”Mystery Shopper surveys are

useful when used in conjunction with other feedback and survey tools

We will continue to use the Mystery Shopper surveys on an irregular basis• Ask for more “aggressive” shoppers

Contact information:Contact information:

Marcus Kilman

mkilman@mail.ucf.edu(407) 823-2527