Monitor and improve compliance visibility and transparency.
Even the most diligent marketing and sales managers operate on a measure of trust. You trust that your field representatives are accurately portraying the brand, delivering the right message to the right people, and doing so in a manner compliant with brand standards, organizational guidelines and legal requirements. Most often, you have limited visibility of what is actually going on in the field. Compliance audit programs provide visibility and transparency to your operations whether you are conducting your own internal review or working to adhere to contractual or legal agreements.
Compliance Audits are designed to reduce your exposure to risk by using mystery shopper (secret shopper) surveys to objectively measure and monitor market conduct. A well-designed compliance program includes at least one ongoing measurement component. These take the form of detailed observational studies and training exercises that test a representative's knowledge of and compliance with various standards. It is not uncommon for our evaluators to engage a representative for 30 to 60 minutes or more.
If improperly implemented, compliance audit programs produce misleading results or results with significant false-positives. Because of their complexity and tight integration with procedures, its critical that your compliance program follow a few key principles:
- Communicate program objectives to enable field representatives to inform the process. While compliance programs are used to both accurately document behavior and provide a foundation for corrective or punitive action, the former is far more common.
- Design a multi-tiered program to gather information from several different market perspectives. This provides a robust dataset that will stand up to statistical controls.
- Implement for the long-term. Developing a culture of compliance requires a long-term commitment. "In and out" programs are rarely successful because they lack behavioral trends that point to compliance and missteps.
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