Mystery Shopping
Mystery shopping is a market research tool used to measure the customer service quality of a business or to collect detailed information about products and services. Mystery Shoppers act as normal customers and experience the sales process as a customer would, such as purchasing a product, asking questions, making complaints or returning a product. The mystery shopper will then provide a detailed report on their shopping experience.
How Mystery Shopping Works
Each mystery shopping project has a customised questionnaire, which is designed based on the criteria the business wishes to evaluate it’s customer service quality on. A mystery shopper is sent to the business location and will go through the sales process as if they were a regular customer. The Mystery Shopper will then complete the market research questionnaire and the results will be tracked with each visit.
How can Mystery Shopping help your business?
Market research through observation enables managers to clearly see the customers experience from start to finish. This includes how they are welcomed when entering the shop, the quality of the display, the friendliness of the staff and the overall customer experience they go through when making a purchase.
Management can use this information to make key changes to enhance the customer service quality of the business to better satisfy customers in the future. Mystery Shopping can also assist management with staff evaluations. Staff will act naturally if they don’t know someone is observing their every move, which allows us to measure their level of politeness, professionalism, ability to cross sell and depth of product knowledge.
