Case Studies

Volkswagen Case Study

Volkswagen UK came onboard with Douglas Stafford in January 2005, launching a National Sales Process Mystery Shopping Programme covering the 3 mediums of On-Site Video Mystery Shopping, Telephone Mystery Shopping and Electronic Central Lead Mystery Shopping. The objective was to roll out a new sales process nationally as well as a new customer CRM platform throughout their UK retailer network.

The objective was to provide Volkswagen UK management with an insight into their network and be able to consistently measure the performance of their sales teams in executing the Volkswagen UK Sales Process. They were also looking to assess the effectiveness of their new customer CRM management system and ensure that all sales executives were using this to its required standards by linking the Mystery Shopping Programme in with the launch of this system and included the use of the CRM as part of the Mystery Shop measurement criteria.

The Programme is now in its 5th year and has evolved from an assessment of the basic sales process through to its current stage, which is a detailed assessment not only focusing on the basics of sales process, but how sales executives complete the softer skills in making a sale. The results are used as a reward and recognitions tool for the network based on their performance and has proved to be invaluable for management teams to be able to coach, motivate and drive performance through the mystery shop recordings and results analysis provided through DSInsight™.