Mystery shopper keeps on seeing adverts for 4G and wants to know exactly what it is. The retailers are pushing it hard – but what do they really know about the superfast connection, and can they convince him to take a 4G phone?
6: Three
Product range – 4/5
Product knowledge – 3/5
Airtime knowledge – 2/5
Questioning ability – 1/5
Sales ability – 1/5
Shop appearance – 1/5
Total – 12/30
5: Vodafone
Product range – 2/5
Product knowledge – 2/5
Airtime knowledge – 3/5
Questioning ability – 3/5
Sales ability – 1/5
Shop appearance – 3/5
Total – 14/30
4: O2
Product range – 4/5
Product knowledge – 2/5
Airtime knowledge – 2/5
Questioning ability – 3/5
Sales ability – 1/5
Shop appearance – 5/5
Total – 17/30
3: Carphone Warehouse
Product range – 4/5
Product knowledge – 3/5
Airtime knowledge – 3/5
Questioning ability – 5/5
Sales ability – 3/5
Shop appearance – 3/5
Total – 21/30
2: Phones 4u
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 – 26/30
1: EE
Product range – 5/5
Product knowledge – 5/5
Airtime knowledge – 5/5
Questioning ability – 5/5
Sales ability – 5/5
Shop appearance – 4/5
Total – 29/30
Summary
Considering that 4G is all the rage, the knowledge about what it is was severely lacking.
Kishan from Three either didn’t know anything or didn’t want to share his knowledge. Alesha and Natasha’s team effort still couldn’t fill in the 4G info gaps. They had to ask someone else, as did Haleema of O2, but still got it wrong.
Zehra at Carphone Warehouse used a nifty little video to fill in the gaps but wasn’t so sure when asked further questions.
The staff at Phones 4u answered all the questions well and put in a very commendable effort but were beaten by Cash at EE, who knew everything and explained it better.
Full article in Mobile News issue 570 (August 11, 2014).
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