For PRVA TV, Miljan Premović spoke about the application of the mystery shopping method and the work of a mystery shopper.
The journalist was interested in the purpose of this method, that is, whether its goal was punishment or dismissal. Miljan Premović noted that this should not be the essence of the method because shortcomings can be found in everyone’s work, especially those who work in the service sector with end consumers. The goal of the mystery shopping method is to measure the performance of the customer experience and improve the conditions so that the service is at the level that management wants.
Also, the question was raised about what the profiles of mystery shoppers are, whether they are some kind of secret agents, and the like. Of course, that’s one of the prejudices, as Miljan Premović said and added: “Mystery shopping is no different from regular shopping, except that the mystery shopper is adequately trained to convey their experience in a way that we, as an agency, can process data (and a large amount of it) and based on that, perform analyses and provide guidance. Of course, the mystery shopper needs to have a little better attention and focus on the “little things”, but it’s nothing extreme.”
We thank the TV crew of PRVA and TV B92 for the report.