Ghost Shopper a.k.a Pelanggan Hantu

Ghost Shopper a.k.a Pelanggan Hantu

Pagi ini seperti biasa jam 7 lewat cari coffeeshop untuk sekedar relax membuka hari dan memulai aktifitas pekerjaan. Kebetulan lagi beredar di Jakarta sehingga googling dulu di Google Maps coffeeshop terdekat, baca-baca review, cek review di TikTok, baru kemudian cek Instagramnya dan memutuskan untuk datang.

Kesan pertama, reviewnya keren-keren, tempatnya kekinian, mayan banyak yang review “berbayar dan gratis” dan dari beberapa review ini tempat asik banget untuk diskusi dan kerja. Ok let’s go, apalagi di google bukanya jam 7 pagi, cucok lah buat pencari inspirasi pagi kayak saya ini.

Sampai di lokasi jam 7.30, ternyata pintu masih tulisan CLOSE, tanya yang jaga parkir “Pak, udah buka?”, “Wah bentar mas saya tanya dulu karyawannya” …… Masuklah si Bapak ke dalem, kemudian keluar “sudah mas” sambil membalikan papan tulisan “Close” menjadi “Open” di pintu. Dalam hati saya, “buka kok izin karyawan dulu” hehe, jadi gunanya Google ditulis open jam 7 pagi apa? “Oh ini sih ownernya pasti SOP udah buka jam 7 pagi” hehe, tapi pada prakteknya di lapangan “gimana karyawannya”. Lack of control sudah pasti dan hal ini sering terjadi di banyak tempat.

Ok lah, langsung masuk deh dengan harapan bisa nyaman nih kerja dan diskusi sampe pas masuk, DHUARRR musiknya GEDE bener suaranya, keliatannya karyawannya “ENJOY” dengan musik gede ini, tapi owner yang buat coffeeshop ini, kira-kira dibuat untuk bikin “karyawan enjoy” atau konsumennya yang nyaman?. Yah sudah lah, toh ga ada pilihan juga deket-deket sini.

Dateng ke kasir, NO SMILE, kayak muka suntuk terima konsumen hehe, begitu anter kopi eh jari karyawannya pegang gelasnya di pinggiran tempat bibir menghirup nikmatnya kopi (karena gelasnya ga ada gagang, biasa kekinian” jadi ajah sedikit ngomelin “mas jangan dipegang di bagian bibir, khan ini buat diminum” sambil karyawannya nyelonong ajah.

Blom selesai nih, pas cari meja, lah kok mejanya banyak yang goyang-goyang yah, padahal untuk ukuran Coffeeshop 1.000 m2 dengan investasi miliaran nih pasti, harusnya hal-hal detail seperti ini jangan sampai terjadi. Blom lagi display gelas kaca di taro di atas bar, yg tadinya konsep keren malah jadi mirip dapur, blom lagi alat-alat pembersihnya juga di “display” tanpa disimpan di tempatnya jadi ajah merusak pandangan mata.

Ok, what’s next? Karyawan ada 7, sebagian masih merokok di ruang konsumen pula, bagian dapur keliatan pula makan sisa alpukat serving buat konsumen. Balik lagi 7 karyawan di pagi yang jumlah konsumennya 7 orang? Seriusan nih? Ga kebayang OPEX (biaya operasional) nya berapa nih, yang punya nih SULTAN kali yah, ga cari untung dari bisnisnyanya, buat amal ajah kali hehe.

Nah temen-temen saya bukan lagi komplain tapi lagi pura-pura jadi Ghost Shopper / Pelanggan Hantu yang sengaja di bayar oleh pemilik untuk pura-pura jadi pelanggan dan kemudian memberikan review jujur terkait operasional outletnya sehingga si pemilik bisa melakukan evaluasi secara menyeluruh karena dia tau, viral ajah ga cukup, dan bukan jaminan bisa menjadi sustain, karena pada akhirnya MARKETING BRING CUSTOMER, BUT OPERATION BRING CUSTOMER BACK. “Bisnis kuliner itu dimulai ketika konsumen KEMBALI MEMBELI dan MEREKOMENDASIKAN brand kita”.

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