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Mystery Shopping

What is Mystery Shopping?

Mystery shopping is a market research technique that uses trained observers to act as (potential) customers to monitor the processes and procedures used in the delivery of a service.

Where is Mystery Shopping used?

Mystery shopping is adopted in all B2C branches where companies encounter their customers, e.g. retail, restaurant and hotel industry, call centers, healthcare industry or car dealers.

At these crucial service points the decision is made, whether a product or service is sold, if the customer needs are satisfied and last but not least if the customer is returning or recommending the company.

What is the Benefit of Mystery Shopping for your Company?

Mystery shopping allows you to evaluate the service process of your front-line operations in a detailed manner. You will receive detailed information on how to improve your service quality. Based on the costs it is more efficient than traditional customer satisfaction surveys that are solely based on voluntary information and often underlie a time delay between service process and interview.

How can you Implement Mystery Shopping?

Mystery Shopping is implemented in three steps:

In the first step your requirements and goals need to be specified. If you for example intend to review your service standards with mystery shoppers, a framework for good and bad service has to be defined. Furthermore a questionnaire with an appropriate test scenario needs to be developed. Then the way of executing the actual mystery shopping has to be decided (own execution vs. assigning a mystery shopping agency). The number of tests and the way of training the mystery shoppers has to be determined. Finally the time flow and way of analyzing the generated data has to be arranged.

In the second step the mystery shopping is conducted in your outlets.

In the final step the data is analyzed and the findings are translated into measures and objectives. They need to be implemented and the achievements have to be controlled.