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Under Cover With The Secret Shopper
Complete Story
 I have been a secret shopper of office business centers for over eighteen years. I have visited hundreds of centers – possibly even yours. I am that person who calls for an appointment at the last minute or who stops in off the street to look for office space from “out of town.” I am touring your center as part of the competitive evaluation included in the marketing and site selection services I provide to my clients.
Over the years I have found that I cannot help thinking about some of the valuable improvements I would make to many of the centers I visit. I would like to share some of my impressions and solutions that can be important and easily implemented, but first, some of my impressions and observations.
My first observation is that a good first impression is among the most important assets of a successful office business center. This can occur through telephone contact when I make my appointment, by reading the text of your ad in the yellow pages or a number of other contact points. For this article, I will focus on my first impressions that occur during my actual visit.
My first contact is with your building, its amenities and location. An area I take special interest in is building maintenance. This is a factor that can be affected by a center’s staff that is alert to the importance of setting the stage for a visitor’s first entry into your facility. My next impression occurs in your center’s reception area.
My visual checklist for this area is, likely, very similar to those of your visitors and current clients. After an initial greeting, I look for signs of an efficient, inviting, and friendly environment. If I see magazines and newspapers lying about, dirty equipment, furniture out of place or general disorganization, my antennae go up and I start my mental tally of the center’s “pros and cons.” Very often, reception personnel are multitasked with telephone reception, mailings and other paperwork. While this may be necessary for a more cost effective operation, it can also give the impression of a disorganized office and a disorganized office business center operator. This can make me seriously wonder whether the center can provide an effective officing environment.
Next, I look closely at the physical condition of the space. I check the walls, floor, ceiling, lighting, furniture and design details. A poorly lit reception area with scarred walls or aging wall covering, damaged ceiling tiles, worn carpet or old flooring, and uncomfortable furniture will leave a poor first impression on this visitor.
Finally, I look at the aesthetics of the space. This is the subjective area of my review. We all understand that tastes and styles change over time. Colors, details and general design often indicate the age of a center. Visual aging can also indicate aging technology affecting overall operations and a less-than-acceptable office environment. Although this may not be true, it does become part of that, all important, first impression and my assessment.
Based on these observations and impressions, what improvements would I make? The first items to consider are the costs, the impact of disruptions, and the timing of improvements. A new lease can include many interior refinishing costs as tenant improvements. A mid-lease program that includes paint or wall coverings, lamps in the light fixtures, new carpet or flooring, new or recovered furniture, and an updated color scheme, though not overly expensive, will result in out-of-pocket expenditures. Easier still, some centers may only need to maintain clean work areas, re-arrange seating, or perform simple housecleaning in their conference areas by removing trash and arranging chairs around the table in a uniform manner.
These improvements to the “first impressions” of your reception area and office business center are relatively easy and cost effective. Their impact will make a significant difference in how your center is viewed by your clients, and certainly, to the secret shopper when he or she visits you next time.
To learn more about The Secret Shopper, visit Norman Fox at: 
AoPlan (Alternative Officing Planning Services) provides planning, design, development, and consultation services to the office business center industry. Our services include site selection, project cost and efficiency analyses, space planning, and architectural and interior design. AoPlan's principal, Norman Fox, has been providing these services to new and current successful center owners and operators for over 16 years. Experience has provided AoPlan with an understanding of the importance of space-use efficiency, location, economic and operational factors to the success of our clients. Experience has also given us the basis for developing new, exciting, and unique market supportive facilities for our clients. Contact us for a free, no obligation, initial consultation and discussion about your project. Let us demonstrate why engaging AoPlan should be your first step and the right place to begin your development program.
Email: Norman.Fox@aoplan.com
Phone: (610) 324-2530
Web Site: http://www.aoplan.com
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