Auto Trader’s 2020 Mystery Shopping
As part of the Auto Trader Retailer Awards, each year we commission an independently run mystery shopping programme to uncover the very best in auto retail customer service.
The programme consists of three phases, an email enquiry, a phone enquiry and a site visit.
The programme works by having the top retailers from each phase moving onto to the next phase. So to move to the phone stage you will need to excel in the email phase.
To help you ensure you have the best chance of success here are a few tips on what you need to do to succeed.
In this phase you will be scored on customer qualification and response speed. The mystery shoppers will be scoring on how much information is in the response, how well their query was addressed and the clarity of the response.
Top tip: Those responding within 4 hours will score the highest
Phone
In the telephone phase the mystery shoppers will be scoring on how professional and helpful the sales member was as well as on how well they qualified the callers needs and captured their details.
Top tip: The highest scorers here invite the caller to visit their forecourt
Site visit
In the final phase you’ll a mystery shopper will visit your forecourt. They will be scoring on every aspect of their visit including the initial welcome and first impressions, how well their requirements were understood and met as well as the quality of the vehicle explanation and test drive.
Top tip: Those that fully explain finance options and agree next steps score big!
The finalists and winners will be announced at this years Auto Trader Retailer Awards (London, 8th July).
If you have any questions about the mystery shopping programme or the awards themselves please contact jamie.muir@autotrader.co.uk