140
Assignments Completed to Date
24
Locations Routinely Evaluated
Monthly
Ongoing Evaluation
Client: Atkins Kroll Guam
Service: Mystery Shopping / Customer Experience Research
Sector: Automotive
Frequency: Monthly
The Challenge
For automotive businesses, the customer experience extends beyond the initial showroom visit. Every interaction, from the first encounter with a sales team through the after-sales experience, can influence customer perception, satisfaction, and loyalty.
To gain a consistent view of these interactions, AK uses an ongoing mystery shopping program across its showrooms.
The program provides a structured way to evaluate the customer experience from the perspective of an actual prospective customer and identify patterns, strengths, and opportunities across locations and stages of the customer journey.
The Approach
MR&D coordinates monthly mystery shopping assignments for each AK showroom, as well as after-sales mystery shopping assignments.
For each assignment, MR&D recruits mystery shoppers who fit the requirements of the study and prepares them to conduct their visits through a detailed briefing.
The briefing ensures shoppers understand:
- the purpose and scenario of their assignment;
- what they are expected to observe;
- how to interact naturally during the experience;
- assignment requirements; and
- how to accurately document their experience afterward.
Mystery shoppers then complete their assigned customer journey and submit their observations through a structured survey.
This provides a consistent framework for evaluating experiences across different showrooms and interactions.
From Customer Experience to Structured Findings
MR&D manages the process from shopper recruitment through reporting, including:
Mystery Shopper Recruitment
Identifying and coordinating individuals to complete assigned mystery shopping visits.
Shopper Briefing
Preparing each shopper with the scenario, expectations, and requirements needed to complete the assignment consistently.
Fieldwork Coordination
Managing monthly showroom and after-sales assignments and ensuring completed shops meet project requirements.
Survey Completion
Collecting structured feedback from mystery shoppers following their customer experience.
Data Review & Compilation
Reviewing submitted information and organizing findings into a usable format.
Reporting
Compiling survey findings into reports for AK to review and analyze.
The Outcome
The recurring program gives AK a structured view of the customer experience across its showrooms and after-sales interactions.
Because mystery shops are conducted on an ongoing basis rather than as a one-time assessment, findings can help AK examine customer experiences across locations and over time.
The resulting reports provide AK with direct observations from the customer perspective, giving its team information that can be used to identify areas of strength, recognize inconsistencies, and further analyze opportunities within the sales and after-sales experience.
At a Glance
Monthly
Ongoing mystery shopping program
Multiple Showrooms
Assignments conducted across AK locations
Sales + After-Sales
Evaluating multiple stages of the customer journey
End-to-End Coordination
Recruitment, briefing, fieldwork, survey collection, and reporting
MR&D Capabilities Demonstrated
Mystery Shopping • Customer Experience Research • Fieldwork Coordination • Participant Recruitment • Survey Administration • Data Compilation • Reporting • Automotive Research