Mystery shopper wants a phone that is perfect for his grandmother, an older member of the community, but does not want to be tied in to a lengthy contract. Can our retailers find him something that’s cheap and easy to use?
6: Phones 4u
Product range – 3/5
Product knowledge – 2/5
Airtime knowledge – 1/5
Questioning ability – 3/5
Sales ability – 1/5
Shop appearance – 5/5
Total – 15/30
=4: EE
Product range – 4/5
Product knowledge – 4/5
Airtime knowledge – 1/5
Questioning ability – 3/5
Sales ability – 3/5
Shop appearance – 3/5
Total – 18/30
=4: Carphone Warehouse
Product range – 5/5
Product knowledge – 4/5
Airtime knowledge – 1/5
Questioning ability – 4/5
Sales ability – 2/5
Shop appearance – 2/5
Total – 18/30
3: Vodafone
Product range – 3/5
Product knowledge – 4/5
Airtime knowledge – 5/5
Questioning ability – 4/5
Sales ability – 4/5
Shop appearance – 3/5
Total – 23/30
2: Three
Product range – 2/5
Product knowledge – 5/5
Airtime knowledge – 5/5
Questioning ability – 5/5
Sales ability – 5/5
Shop appearance – 4/5
Total – 25/30
1: O2 (Brixton)
Product range – 5/5
Product knowledge – 3/5
Airtime knowledge – 4/5
Questioning ability – 5/5
Sales ability – 5/5
Shop appearance – 5/5
Total – 27/30
Summary
A lot of the sales advisers became completely disinterested as soon as I mentioned I was only after a cheap prepaid handset, so it must be really difficult for the not-so-young.
Phones 4u’s Shaun had good knowledge but poor customer service skills. Cherise at EE wasn’t loads better. The CPW shop was very unappealing inside and out but Jaffer seemed to know what he was on about.
Hans at Vodafone offered a good customer service. Neil at Three was arguably the best salesperson. Abi at O2 offered the best mix of great customer service, sales ability and the right balance of products and offers.
Full article in Mobile News issue 569 (July 28, 2014).
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