ABILITY Mystery Shopping and Evaluation Panel Information

Overview:

People with disabilities are America’s largest minority group. It includes more than 54 million individuals and crosses all social, economic, and racial lines. With $220 billion in collective spending power, this is a market that corporations cannot ignore.  Unfortunately, people in this large untapped market are often inadvertently discriminated against by ignorant and negligent employees at many establishments. We believe that through education and on-going assessment customer service to people with disabilities and the general population will improve dramatically. This will provide companies that choose to embrace this market the opportunity to increase their bottom line. Our mystery shopping/evaluation programs focus on education and improvement.

What Is Mystery Shopping?

Mystery Shopping measures 'the moment of truth' about a business.  Using standards of excellence the client wishes to measure and promote, an evaluation is developed.  A professional secret shopper, using this evaluation and specific directions, visits or telephones a client location to evaluate its salesmanship, service or presentation.  The shopper submits a report which may be used for information, training, rewards and recognition.

Why Use Mystery Shoppers with Disabilities?

People with Disabilities are America’s largest minority group. Recent studies have shown that this large and viable market has a collective spending power of more than $220 Billion. Can someone in a wheelchair effectively navigate around your business? Are your employees refusing service to people with service animals? Do your employees use proper etiquette when communicating with customers with disabilities? Are there other potential access issues? These are all questions that can be answered by using Mystery Shoppers with disabilities.
There are many other reasons why these unique shoppers should be utilized:

Compliance: There are many laws that deal with discrimination as it relates to people with disabilities. Using these shoppers you can spot access issues ahead of time and be proactive.

Social Responsibility: It is the right thing to do. Many companies across America currently use mystery shopping programs, very few get the disability perspective. This can help ensure access for all.

Cheaper than litigation: The average disability mystery shopping program is less expensive than the average discrimination lawsuit.

Target the disability market: Like any other market segment people with disabilities respond positively and are loyal to companies who are sensitive to their needs and preferences. Mystery Shopping using people with disabilities can be the first step towards targeting this large and diverse market segment. This can help your organization gain a competitive advantage and increase the bottom line.  This demonstrates a proactive relationship with the community. One hotel chain recently noticed a 275% increase in bookings after implementing efforts to target the disability community.

Our Services:

We offer the following types of services:

Compliance Shopping/Audits: Some businesses are concerned with compliance issues more than in sales.  Some instances where these are key are airports, distributors, franchise networks and financial institutions. We provide specialized compliancy reports, as well as more than enough information to make the necessary improvements. 

Sales and Service Shopping: Sales and service shopping applies to brick-n-mortar facilities, like restaurants and retail, but it also applies to car dealerships, malls and  mass retail.  We even shop hospitals, doctors, funeral services, parking facilities, high-end sales groups and movie theatres. 

Telephone and Call Center Shopping: This is an evaluation of phone services, call expediting, receptionists/operators, sales staff and overall impression based on telephone interaction.  It can even include follow-up and the subtleties and distinctions of selling.

Web Site Shopping/Evaluation: This is our newest, but most needed service.  We are shopping web sites for general usability, accessibility, content, functionality, look and feel.  We appraise their tech support, sales, especially in regard to responsiveness and skill, and customer service through calls recorded and attached to shops.  We also address ordering and delivery to assure overall quality.  We have found more glitches than you can even imagine in our search for perfection.  These companies benefit 1,000 fold in keeping on top of their #1 marketing investment.

Human Resources Shopping: Tests the hiring and recruiting process, insuring that the HR department is inline legally and ethically.  This can include diversity initiatives, like bilingual and disability services.  In some areas, these issues are important to a business and we can work these into shops to insure that these populations are being served well.  Often this shopping service can be very expensive but worth the cost in deterring legal fees later.

Competition Shopping: Clients want to find out what their key competitors are doing, how they are selling or what distinctions they have over them. The bottom line is “If the two businesses or products were standing side by side, which would you pick and why?

Small Business Solutions: We have standardized programs for specific industries in order to allow small businesses to implement programs that may otherwise not be affordable. We are committed to working with all businesses who are invested in better customer service and increased profitability.

Beta Testing: Beta testing is an extremely helpful tool for any company or organization launching a new product or service. Beta testing involves putting a product or service to a group of potential users "Beta Testers" to gain useful feedback. By utilizing people with disabilities you can spot potential accessibility problems and compatibility issues with assistive technologies early in the product development cycle.

Usability Testing: Usability testing is an effective tool that can help identify potential accessibility problems with a product. Usability testing allows you to test the ease with which someone can learn and use a product.

Our Process:

We use the following project management process for all campaigns using the Mystery Shopping/Evaluation Panel:

Discovery: The first phase of the process, the client fills out a comprehensive questionnaire and participates in a phone interview with Butler New Media staff. The purpose of this phase is to learn as much as possible about your firm and industry so that we can start the process of developing the right program for you: If your firm currently uses mystery shopping we will request to see a copy of your current evaluation instrument.  A proposal for services will be delivered, and, if agreed upon both parties will sign a contract for annual services.

Design: Using the information gained from the discovery phase and our in-depth research we develop an evaluation instrument tailored to the client's needs. This instrument includes questions from the perspective of a shopper with a disability. The program is then approved by the client for implementation. In-depth training materials are developed based on client criteria and best practices.

Test and Implement: During this stage the evaluation instrument is created in our system. It is then rigorously tested using people with disabilities and assistive technologies. Alternative forms of the questionnaire are also produced. User accounts and access permissions are setup in our reporting system. Finally, test shops are performed to ensure that everything is working properly.

Training: Internal staff are fully educated about the client's new project. Shoppers are selected from the ABILITY Mystery Shopping/Evaluation panel that meets the client's specified criteria. Training materials are provided in accessible formats with supporting hints and quizzes to aid in comprehension. Shoppers and project staff are monitored throughout the duration of the campaign to ensure high quality standards are met.

Launch: The project is now ready to go live. Shoppers begin visiting client locations and submitting shop reports.

Analysis: After shop data is submitted we create custom reports based on client goals and objectives. To help the client understand the data we provide a monthly report with summarizations of the post important information. During this process our staff is available to answer any questions about information from shop reports.

Follow Up: During this process we work with the client to highlight strengths and weaknesses. We also work to help improve processes so that customers with disabilities can have a happier experience. This includes designing customized training programs on disability etiquette and providing marketing assistance on targeting the disability community.

Client Interview:

During our first phone conversation we will go over a client interview sheet where we collect the following information from you.

1. The name of your company;
2. Describe your company's business;
3. Your name and your contact information; 
4. Describe who you are and what your role is in implementing a secret shopper program.  (Are you collecting information for a team, supervisor or for yourself?);  
5. Detail whether you currently have a program in place (provide outline of program) or whether you are researching for a new program;
6. If you have a program currently, discuss how that works and the strengths and weaknesses of it;
7. If you are just researching for a new program, describe what you want to evaluate and why you are considering a secret shopper program;
8. List the number of locations/regions/districts you are thinking about evaluating monthly (most established companies require annual contracts); 
9. Outline what you are looking to accomplish in this program; and finally
10. Specify your timeline for implementation.

Why Choose Us?

Butler New Media would love to be your firm's vendor of choice for mystery shoppers with disabilities. Below you will find out what makes us different:

We Listen: Our client service representatives take the time to thoroughly research your business to understand its goals, objectives, and culture.

Community Connections: We have strong ties to the disability community. This allows us to quickly and efficiently recruit people with disabilities for your mystery shopping program. Many of our associates have disabilities as well so we understand the unique perspectives of this community.

Accessibility Knowledge: Making sure that your evaluation instrument is easy to use and interpret by people with disabilities is essential. Before taking any project live we extensively test all evaluation instruments with people with disabilities and assistive technologies.

Alternative Formats: Our evaluation instruments can be produced in a variety of alternative formats including but not limited to: Braille, Large Print, and Computer Disk. Our staff can also take data from completed shops via phone.

Full Service Operation: We not only get report data from completed shops to you in a timely manner, we also offer training and consulting so that you can take action to educate employees. This leads to more informed employees which means happier experiences for customers and a improved bottom line.

Shopper Education: In-depth education is essential for a successful mystery shopping program. Your business is important to you and we make sure that our shoppers have a complete understanding of the shop requirements before being allowed to go into the field. We accomplish this via custom training materials that include quizzes and tips.

Guidance: Our Client Service Representatives provide help and direction every step of the way. You never feel like you do not know what is going on.

Quick Response Time: You never have to worry about getting a response to a question/concern in a timely manner.

Detail-Oriented: Having as much detail as possible is important for making the right decisions in regard to improving your business. We design our programs to get as much detail as possible.

Online Access: Our reporting system supports real-time, 24/7 online access to shop results. This includes raw data, charts, and graphs.

Branding: Your evaluation instrument can be branded in your firm's colors.

Why people with Disabilities Choose to work with us?

Education: Our friendly and knowledgeable staff provides assistance and coaching with each assignment. All training materials are created in accessible formats that include quizzes and helpful tips.

Quick Pay: After a shop is complete they receive their payment within 30 days.

Incentives: When you succeed, we succeed. That is why we pay a bonus when our shoppers provide excellent reports.

Dedicated Associate: All shoppers have a dedicated member of the Butler New Media Team assigned to help them with their questions and concerns.

Alternative Formats: Surveys can be created in a variety of formats including but not limited to: Large Print, Braille, and Computer Disk,

Be Heard The ABILITY Mystery Shopping and Evaluation Panel is the first nationwide mystery shopping panel dedicated to people with disabilities. Their insights will be used to improve products and services for people with disabilities and the general population.

Training:

Education is essential to any successful mystery shopping campaign. Our shoppers receive intensive education before each assignment.  This training is both general and specific for each assignment. This includes but is not limited to:

• The Important Role of Mystery Shopping and Shoppers
• Importance of Professional Attitude
• How to write and submit good reports
• The Evaluation Process
• How assignments are scheduled
• Why confidentiality is important
• Best Practices
• How to use our Online System
• Tips on how to get needed information during assignments

Answers to Common Questions:

Can you help us include people with disabilities into our current mystery shopping programs?
Yes.

Do you provide consulting on disability issues?
Yes. We are a full service disability consulting firm.

Can you evaluate our disability hiring practices?
Yes we can test to make sure that your human resources department is acting both ethically and legally. We will send people with disabilities to apply for jobs with your firm. They will in turn evaluate their experience. This can save you legal fees later.

Can you do web accessibility audits?
Yes, our shoppers use a wide range of assistive technologies and can provide you with an in-depth overview of the accessibility of your site.

Can you do international shops?
Unfortunately not at this time but this is planned for the future.

How do you train your shoppers?
Shopper training is conducted both online and via phone. Please see training section.

Are your client relationships confidential?
Yes it is our policy to ensure complete confidentiality with our clients.

Can you do shops utilizing TTYs?
Yes we can do shops that use teletypewriters as well as many other types of assistive technology.

Can you do shops using service animals?
Yes. We have many panelists who use service animals who are available for assignments.

What types of disabilities are in your Mystery Shopping/Evaluation panel?
We have people who have the following disability types:

• Visual
• Hearing
• Cognitive
• Physical
• Speech

How do you recruit shoppers?
We use a variety of methods to recruit shoppers. We have agreements with a variety of disability organizations. Our staff is at work 24/7 recruiting and training new shoppers for client jobs.

What do you require of your shoppers?
We require the following of our shoppers:

• Reliability
• Internet Access
• Telephone Access
• Enthusiasm
• Confidentiality
• Web Browser
• Ability to Read and Follow Instructions
• Patience
• Good Time Management
• Detailed Oriented
• Organized
• Good Writer

Do you cover transportation costs?
Yes. People with disabilities have unique transportation needs and we include transportation costs in all shops.

What kind of information do you collect on your panelists?
The following types of information we collect on our panelists Mystery Shopping/Evaluation Panel:

• General Contact Information
• Demographic Data(Age, Race, Sex, Marital Status, etc)
• Languages Spoken
• Transportation Methods
• MSPA Certification Info
• Service Animal Usage
• Disability Type
• Operating System Usage
• Types of Assistive Technology used(Large Selection)
• Type of Internet access and Usage
• Web Browser
• Devices Owned
  

Article about the Disability Market:

Disability Travel On The Rise Despite Barriers To Access
Source: http://www.hospitalitynet.org/news/4024280.search?query=disability+travel+on+the+rise+despite+barriers+to+access
Washington, DC | The Open Doors Organization (ODO) in cooperation with the Travel Industry Association of America (TIA) today released the findings of its 2005 research study. The poll, conducted by Harris Interactive®, is a follow-up to ODO's groundbreaking study of 2002 on the spending trends and market scope of U.S. adults with disabilities. "This new data," says ODO Director Eric Lipp, "confirms what we already knew, that there is a strong disability travel market. In the past two years alone, more than 21 million adults with disabilities traveled for pleasure and/or business." The 2005 study reveals which destinations, domestic and international, are most popular among travelers with disabilities and provides new data on Internet use. Surprisingly, the study showed marked increases in certain sectors despite ongoing barriers to access.
The 2002 ODO study quantified how much adults with disabilities were spending on travel--approximately $13.6 billion annually--and suggested that revenues from this market could easily double if certain needs were met and obstacles removed. The 2005 ODO study, which employed an identical methodology, shows businesses in the travel industry the extent and types of barriers the majority of travelers with disabilities still experience. Among those adults with disabilities who have traveled by air, 84% said they encountered obstacles when interfacing with airlines and 82% said they encountered obstacles at airports.
Despite such barriers, the average number of leisure trips and hotel stays was up 50% from 2002. However, 60% of travelers with disabilities who have stayed overnight in paid accommodations said they had problems at these properties, either physical barriers (48%), problems with customer service (45%) or communication barriers (15%). On the positive side, as Eric Lipp notes, "Many of the most common complaints identified by the study, such as heavy doors and lack of knowledge among staff, could be easy and inexpensive to resolve."
In terms of restaurants, the study indicates 71% of adults with disabilities dine out at least once a week and also shows a 6% increase in casual dining from 2002. To attract this clientele, Fuddruckers restaurants are offering such things as Braille/large print menus, customer service training and larger pathways between tables. In the new poll, 40% of adults with disabilities complained of the lack of room between tables.
The 2005 ODO study covered a new area of travel car rental. It found that 20% of adults with disabilities rented a car for travel in the past two years. But a staggering 50% said they would be more inclined to rent a car if it were delivered to and picked up from them, while 36% would be willing to pay more for this service. In Eric Lipp's view, "More rental car agencies should follow the example set by Avis, which now offers Avis Access®, a comprehensive program of individualized products to serve customers with disabilities."
The survey was conducted both online and by telephone between February 8-25, 2005 among a national sample of 1,373 adults aged 18 or over. The sampling error for the total sample is plus or minus 3 percentage points. For further description of the study methodology, see the ODO website (www.opendoorsnfp.org). Harris Interactive Inc. (www.harrisinteractive.com), the 15th largest market research firm in the world, is known for The Harris Poll® and for pioneering Internet-based research. Also contributing to the design of the ODO 2005 study was the Travel Industry Association of America (TIA), a leader in market research on the U.S. travel industry.
Copies of the 2005 market study are available for sale to businesses, non-profits and individuals through the Open Doors Organization by calling 773 388-8839 or e-mailing info@opendoorsnfp.org. The Open Doors Organization is a non-profit organization founded for the purpose of teaching businesses how to succeed in the disability market and for making businesses' goods and services accessible to people with disabilities.

More articles about the disability market are available upon request.

For more information or to start a campaign please contact:

Cornelius Butler
Butler New Media, LLC
Phone: 229-246-7669
Email: Cornelius@butlernewmedia.com

Did You Know?

Using shoppers with disabilities can be a vital first step to building a long lasting relationship with this community.

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