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BUSINESS
she asks questions which have been
planned in advance and in this manner
he/she checks how the procedures are
conducted and whether they are ad-
justed both to the brand and the local
culture.
This provides an opportunity to
check whether the procedure is fol-
lowed, and whether eventual changes
are required if the secret client pro-
vides remarks in this regard. This is
exceptionally important for the image
and for the sales. If you feel that you
have been poorly welcomed, probably
you won’t spend 15,000 Euros in a jew-
elry store. If the seller doesn’t seem
to know the universe of the brand or
seems to act indifferently, it is very
probable that you will not be prepared
to buy the latest collection of cosmet-
ics, etc.
What are your best and worst expe-
riences?
ucts, such as a watch that costs 15,000 My best experience was in a bou-
Euros or a coat of 2,500 Euros. When tique of high range clothing. My task
you spend such an amount, you expect was to conduct the purchasing experi-
impeccable service whereby the brands ence for a suit which afterwards I was
have developed strict procedures supposed to return in order to analyze
which are specific for each boutique – how the return of money takes place. I
starting from the manner of product noticed a seller who was quite distant
presentation, the sellers’ clothing, the from the procedure. It was a matter of
reception of the client, all the way to a very pretty young girl, elegant, with a
the performance of payment and even- perfect makeup, however her hairstyle
tual use of a privilege for a discount. and clothes were not perfect according
In order to check whether all of this to the expectations of what they should
is complied with in the boutiques, the be like. I remember she had an eyebrow
secret client is the best solution: he ar- piecing, which was discrete, very nice.
rives and he behaves as an ordinary cli- Moreover, she used quite different
ent complying with the scenario which phrases than the ones she was sup-
is defined by the brand in advance, he/ posed to use. However, despite of all
of this, my experience was exceptional
because she perfectly knew the uni-
verse of the brand, she used her own
words, she had an expressed empathy,
so consequently despite of the distance
from the procedures, the result was ex-
cellent. When I delivered my report, I
insisted on the fact that although she
gets away from the procedures, in my
opinion she is undoubtedly one of the
best sellers and that the brand should
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