Mystery shopping
- › Mystery shopping
- › Truths and myths about mystery shopping
- › Size of the market and trends
- › Who uses mystery shopping?
- › When to use mystery shopping?
- › Minimal demands for good mystery shopping
- › Phases of MS conduction at companies
- › Where does need for mystery shopping come from?
- › How to choose a partner for mystery shopping?
- › Why mystery shopping sometimes doesn't work?
- › Frequently asked questions
- › Mystery shopping dictionary
Mystery shopping
What is mystery shopping?
Mystery shopping is a tool for measuring service quality.
Mystery shopping consists of using individuals trained to experience and measure any customer service process by acting as potential (actual) customers and in some way to report back on their experiences in a detailed and objective way.
The goal of mystery shopping is to measure how service is conducted and what is happening at the spot of sales during “moments of truth” – what means during interaction between shoppers and the company as well as if what is happening is what company really wants. During these moments the shopper creates his experience and decides to buy a product or not.
Many companies that use mystery shopping find it as an excellent tool for education and motivation of employees.
When do we need mystery shopping?
When we want to …
- find out what is happening at our spot of sales (at the field)
- measure the level of service quality before and after the education
- improve customer service
- motivate our employees
- increase sales and profit
- check if contract agreement is being followed
- find out what our competitors are doing and how our products are presented at spot of sales… how often salesmen offer our product at the first place, what do they say about him regarding competition etc.
