44th Retail EXL attendees learn the secrets of successful Mystery Shopping program

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Michelle Patel during the 44th Retail EXL

February 5, 2019

The Philippine Retailers Association (PRA) has conducted the 44th Retail Excellence (Retail EXL) Seminar, giving the attendees a “crash course” on planning and designing a successful Mystery Shopping program for their company, last January 23, 2019.

The seminar, held at the Joy-Nostalg Hotel and Suites Manila in Pasig City was facilitated by Mystery Shopping and Customer Insighting expert Michelle Patel.

During the seminar, she explained to the attendees that Mystery shopping is more relevant today because companies need actionable insights and data to be competitive, to innovate and increase engagement.

She gave a lively discussion on the benefits of Mystery Shopping for both online and offline stores, as well as debunked misconceptions on mystery shopping such as that it is not an audit and not meant to find fault in people.

“It is our job to give them (customers) a consistent brand experience. Strong brands stay in business because they are committed to it,” she told the attendees.

“To mystery shop is to be proactive, instead of staying reactive. You take action before the problem escalates. You avoid the blame game because you are in control,” she added.

During the seminar, participants were also given activities to help them understand better mystery shopping by crafting a desired customer experience journey and mapping the employee experience.

Retail EXL is a series of seminars aimed at upgrading and updating the skills and competencies of retailers and helping create a more competitive retail workforce. This is done in partnership with industry experts and experienced trainors.

To learn more about future PRA Seminars, contact PRA Secretariat at 687-4180/81 or email at specialprojects@philretailers.com / ncm_philretailers@yahoo.com. Look for Ivan Verzonilla or Norie Martinez.