Echte Bakker x Secret View
12/10/2021
We’re thrilled to partner with bakery chain Echte Bakker to supply their bakers with feedback from mystery shopping research! The bakers will be provided with high-quality customer insights that will help them become even better at giving every customer a wonderful experience. We will be doing continuous mystery shopping research for all bakers from Echte Bakker in the remainder of 2021 and all of 2022.
There is nothing better than the smell of freshly baked bread, and with Echte Bakker, you’ve come to the right place. With 330 shops, bakers spread these delicious smells across the Netherlands.Their happy, yellow logo is well-known to all Dutchies.
Customer experience as a central theme
Behind the doors, the experience really begins. The interaction between employee and customer is key to a great customer experience. That’s why Echte Bakker is using Secret View’s mystery shopping community to give their entrepreneurs insights into their customers’ opinion on the customer journey, from hospitality to ordering and product presentation. After a pilot research with 33 participants, the board members were unanimously enthusiastic.
Geert Caniels, CEO of Echte Bakker, is very satisfied with this collaboration: “We try to help our entrepreneurs progress with innovations all the time. Together with Secret View, we’re going to make sure customer experience is lifted to the next level. The best way to do that is by measuring experiences regularly; the power is this method is ultimately in repetition. That’s what really helps the entrepreneurs and their teams grow.”
Real customers
Mystery shoppers use the shopping budgets they receive to purchase one or more items in a bakery near them. This purchase is their reward for doing the assignment and there is no extra incentive like travel cost reimbursement. The result? Only real, regional customers visit the bakeries. Geert Caniels: “This is a different approach to what we used to do, when we leaned more on expert audits. Now, teams have a greater need for feedback from people that are actually potential customers for the bakery, feedback about the things an employee can influence.”
The mystery shoppers’ feedback is visualized in Secret View’s online dashboard. Here, everyone gets insights at their own level. The results of the mystery shopping research are also one of the areas that bakers are rating on in their ranking for ‘Best Echte Bakker of the year’, an honorable title and a great opportunity for entrepreneurs to put the spotlight on their shop.
Secret View’s mystery shoppers will visit all 330 shops regularly at least until late 2022. We’re looking forward to it!
Do you want to collect real customer insights and improve your customer experience like Echte Bakker?
Secret View does mystery shopping research in most European countries and in multiple other countries. Discover the possibilities for large organizations and small organizations or just contact us!
