Project Amber – Mystery shopping campaign
2nd September, 2014
Berners Marketing was engaged to carry out a confidential mystery shopping campaign for a regional law firm with strong credentials in the Legal 500 and Chambers & Partners.
They already had a very well developed programme of client satisfaction research and were confident that once instructed their processes and procedures would ensure clients are well looked after.
The management committee wished to ensure that anyone making an enquiry was handled with the same quality of attention, from the very first contact with the firm – whether by web, email, phone or dropping into one of the offices.
In particular, the firm had spent a great deal on launching a new website, and had seen a substantial increase in enquiries from the website, but not a comparable increase in instructions. There was a suspicion that some departments were not following up enquiries from the website in the same way that they would a phone call.
This was indeed proven to be the case, and a number of other weaknesses in the enquiry handling process were identified. The marketing and HR departments have been working together to implement processes, training and coaching where required.