Profitable businesses don’t operate on a hunch – they operate on reliable data. Sound information is a must-have for successful decision-making. Just ask the folks at Knockouts Haircuts for Men.
Delivering on Your Brand Promise
With more than a dozen franchises in five states, and at least eight more locations on the way, Knockouts Haircuts for Men is an up-and-comer in the men’s grooming arena.
With a brightly branded environment built around a boxing theme, the company clearly positions itself to appeals to men. And the attractive female stylists don’t hurt, either. Think Hooters meets the barbershop. It’s a little edgy for some folks, but sometimes edgy works.
But does the customer experience measure up to the brand promise? To be sure, the co-founder and president Karin Friday called on mystery shopping provider The Sentry Marketing Group.
Mystery Shoppers Provide Insight into the Customer’s Experience
Using a carefully screened pool of mystery shoppers, The Sentry Marketing Group collected data to measure the customer experience at Knockouts. The anonymous research found answers to questions the company couldn’t ask directly:
- Do stylists deliver an upscale, enjoyable experience for the mostly male clients?
- Do employees promote high-end services like massages and grooming?
- Are all franchises consistent in their delivery of the company brand?
The Fridays had been hesitant to employ mystery shopping. But what they learned from SMG’s research revolutionized their business:
“The Sentry Marketing Group is more like a business partner than a supplier. They’ve put together a program that helps us maintain superior customer service, recognize outstanding performance among our team members and generate excitement among our franchisees.”
Karin Friday
President, Knockouts Haircuts for Men
Mystery Shopping Isn’t Just for Retail
Mystery shopping lets you evaluate your customer service, improve customer retention, and identify training needs. And it’s not just for the Knockout’s of the world. Auto dealerships, hotels, banks and homebuilders are tapping into this powerful market research tool, too.
To reach out to those sectors, Dallas PRstore co-owner Kelli Davis recently outfitted The Sentry Marketing Group with a Power Talker Brochure. SMG President David Agius says he is already seeing results. Up next: A series of sector-specific Impact Flyers to showcase the benefits of mystery shopping to those industries.
Looking for ways to KO your competition? Mystery shopping may give you the inside scoop on what’s customers really experience when they visit your business.