Mystery Shop Report
This article explains the information contained in the Mystery Shop Report for Internet lead evaluations.
The details on who was evaluated and when the Internet lead was submitted are displayed in the upper left corner of the report:
- Name of Agent evaluated.
- Dealership for lead submitted.
- Date Lead Submitted.
- Time Lead Submitted.
- Evaluation Reviewed status.
In the upper right corner of the report, the following information is displayed :
- Initial Email Response: Time it took Agent to respond to lead.
- First Phone Attempt: Time it took Agent to phone customer.
- Mystery Shop Score: Total Score for lead shopped.
The next section shows the resulting scores for each step in the Internet Lead Process.
Mystery Shop Scoring Criteria:
Response Time: Time elapsed between when lead was submitted to the time when the email response was received. This is scored 1 out of 10 points.
Process: Refers to how closely they followed the process laid out in our PDS Internet Process Guide for the first six days. This includes email responses & phone calls to the customer.
Address Inquiry: Refers to whether or not they included specific content in their email responses related to the customer's inquiry. I've listed the required criteria below.
Day 1 Initial Response
- Included specific make & model of vehicle customer inquired about
- Referenced customer's specific inquiry question & provided customer with answer
Day 2 Email Response
- Included message attempting to confirm that information provided is relevant to customer's needs
Quality: Refers to the amount of, & quality of some of the key content included in their initial response. I've listed the required criteria below.
- Customer's name
- Dealership's name
- Dealership employee's name
- Dealership's phone number
- Dealership's address
- Dealership's website URL
- Social media links
- Expressed Appreciation for customer's inquiry
- Free of punctuation & spelling errors
- Free of incorrect template fields
Value: Refers to whether or not they included certain value propositions in their email responses. I've listed the required criteria below.
Day 1 Initial Response
- Included value statement for specific vehicle customer inquired about
- Included value statement for dealership
- Included price saving offer for alternate/similar vehicle(s)
Day 6 Email Response
- Mentioned possible trade-in opportunity for customer's current vehicle.
Drive to Action: Refers to whether or not they included specific content in their responses, intended to influence the customer to take action in doing business with the dealership. I've listed the required criteria below.
Day 1 Initial Response
- Included invitation for the customer to visit the dealership.
- Included at least one motivating question to further explore customer's needs.
Day 2 Initial Response
- Included message attempting to move the discussion of inquiry to the phone.
Day 3 Initial Response
- Indicated personal outreach & involvement from dealership's General Manager.
Day 6 Initial Response
- Included personalized offer of bringing the vehicle to the customer for a test drive.
INTERNET LEAD FOLLOW-UP PROCESS:
Next, the report breaks down day 1 to day 6. A green checkmark will appear when the action was completed. A red X will appear when the action has not been completed.
Note, Sunday's are not included in the days counted.
The next section of the report breaks down the MYSTERY SHOP EMAIL RESPONSES.
Email responses are evaluated on the following types:
- Auto Confirmation Email
- Initial Email Response
- Follow-Up Email Responses
For each email type, the Criteria used, the evaluation comments, and the Scores are listed.
The report displays copies of the actual email responses that were received during the evaluation period. The emails are divided into sections by email type.
AUTO-CONFIRMATION RESPONSE email, if one was received. Including date and time received.
INITIAL RESPONSE email with date and time received.
FOLLOW-UP RESPONSE(S) email with date and time received.
