Mystery Caller Research Is a “Hidden Goldmine” for Small Businesses

Smart small businesses employ some form of research in an effort to better understand what products and services, pricing models and value propositions they are up against.

But, often, that’s where it stops.

Recently we conducted what I’m calling “mystery caller research” for a client to assess front office interactions with customers, call flow, phone demeanor, and the general process of securing an appointment.

It was a great reminder of why this type of internal research is a “hidden goldmine” for small businesses.

In business, ignorance is more expensive than research. And with owners and CEOs constantly being confronted with decisions about operations, marketing, service delivery, HR, sales, etc.

They are given two options: wing it or research it.

Here are 3 takeaways this client mentioned from this research:

1. an opportunity for increased training
2. confidence in knowing (not guessing) how calls are handled
3. the need to dedicate time during staff huddles to speak about call handling

I think it’s worth mentioning that this is the type of ongoing marketing consulting support most small businesses need once they reach a certain maturity in their marketing but often overlooked for the tactic of the week.