Market Research & Development, Inc. (MR&D) developed and implemented a Mystery Shopper Program for Atkins Kroll, Inc. (AK) to evaluate and benchmark the competitiveness of its used-car appraisal process across Guam and Saipan. The initiative was driven by the need to understand discrepancies in trade-in ratios and assess how AK’s appraisal practices compare to other dealerships in the local market.
MR&D deployed trained mystery shoppers posing as real customers seeking trade-in and cash-out appraisals. Each dealership was evaluated through a structured process that included appointment scheduling, in-person appraisal visits, and detailed post-visit assessments. Data collected included appraisal values, customer service quality, transparency, and overall experience.
The program provided AK with objective, side-by-side market intelligence through monthly reporting and performance dashboards. Insights from the study identified competitive gaps, best practices, and opportunities to enhance appraisal strategies, improve customer communication, and strengthen overall market positioning.
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