There are many ways to run an effective mystery shop rewards program. Providing a reward-based on successful completion of the mystery shop is a great way to motivate team members and bring excitement to the program. But while some programs may be more cost-effective or more involved than others, at their core they all boil down to the same concept: to highlight operational standards, introduce new standards, or simply encourage excitement about an upcoming promotion. In our eyes (and in the eyes of our clients), revealed mystery shop rewards programs are a great way to reinforce operational standards and goals, while providing a little something extra for managers and employees on the front line.
Set Your Goals, Then Set Your Rewards
The amount and type of rewards may vary from company to company: instant on-the-spot rewards, back end drawings, long-term contests, or some combination of all three; however it’s important to understand your workforce —and the company goals — and offer a reward that is motivating to employees, while being careful not to go over the top. A reward too large may cause more problems than solutions.
The type of reward may also be dependent on company culture. For example, if a quick service restaurant is looking to drive change, the importance of rewarding key influencers at one location vs. rewarding front-line employees might be a more beneficial approach, since change generally begins and ends with management. Of course, this is not to say that a dual reward program is out of the question. Just remember, every company goal is different and tailoring your mystery shop rewards programs is key.
Be SMART!
It is of the utmost importance to make sure that your goals are SMART when positioning your rewards programs. Make certain that your goal is:
- Specific:
o Incentives should be specific, clearly defined and communicated properly to your team to avoid unnecessary confusion.
o Rewards programs should be directly aligned with business goals and adhere to company standards. Verify that both management and frontline team members understand the value to ensure appropriate action is.
- Measurable:
o Objective questions are best.
o When rewards are in play, it is best to stick with objective questions that are based on behavior that is easily measured and not open to interpretation or personal bias.
- Attainable:
o Make sure that the goal is a stretch, but attainable.
o Keeping goals attainable keeps people motivated.
- Realistic:
o While it might be the company goal to hit a certain metric, like faster speed of service, be sure to set a realistic goal that can be reached with a reasonable amount of skill and effort.
- Timely:
o Ensure programs are timed to safeguard employee involvement and interest.
o Higher frequency of the program enterprise-wide will keep the targeted team motivated.
Even with the best intentions, a rewards program can falter.
When planned and executed correctly, a well thought out rewards-based mystery shop program can result in a significantly positive experience for the overall company and its employees, while simultaneously driving ROI. Rewards programs are a great way to help introduce and/or reinforce key operational metrics, improve guest experience, and increase sales. However, it is very important to work with a partner that clearly understands your industry including its specific needs and challenges to avoid unfavorable outcomes. Carefully, choose a vendor that can design and execute the program as well as drive the results you are expecting.
