What Mystery shopping is
Mystery Shopping refers to measuring Consumer experience and the quality of service, and Sales performances.
A Key Tool for Monitoring Customer Experience. How does it work? This method transforms customer experiences into measurable metrics and actionable insights through real-life purchasing scenarios. With fast reporting and feedback, it is primarily used as a foundation for improving service quality and enhancing employee motivation.
It provides a direct link between top management (and owners) and the realities of field operations. Mystery shoppers are regular customers who have been trained to report their experiences in a format tailored for processing and analysis.
Origin
Mystery shopping is one of the latest research methods in the corporative world, although its roots date back to the beginning of the last century in the USA when this work was done by secret agents. Mystery shopping is based on scientifically determined principles, which were structured in 1997 with the foundation of “Mystery Shopper Providers Association” (MSPA). The European branch was established in 2001, and we are proud to be its member.
Correct approach
Mystery shopping does not constitute spying, provokations, biased informing. Mystery shopping is a fair and impartial analysis of the store, the purchasing process, the environment and service, according to pre-prepared instructions and abiding by ethical work norms.
Mystery shopping isn’t when a mystery shopper performs assessment in a company they work for or when they work for a competitor. Nor is it when a mystery shopper applies for a job in the company which they previously assessed as a mystery shopper. However, information on what does and what does not constitute mystery shopping will be provided for you in the training.
When the assignment is performed in an appropriate way, our client has a possibility to correct irregularities (if they are perceived) and in that way improve their service or product, with everyone benefiting from it – customers, employees and the client.
Important terms in mystery shopping
- Assessment: One visit by a mystery shopper to one location.
- Scenario: A description of the mystery shopper’s behavior during the visit.
- Questionnaire: A set of questions based on which the analysis is conducted.
- The questions are divided into categories; each question has its own tag; each question has its own value.
- Type of Questions: Subjective and objective. Subjective questions are opinions, while objective questions refer to reality.
- Repeated Assessment: If the mystery shopper significantly deviates from the scenario, the assessment is repeated if possible.
- Identity of the Mystery Shopper: Strictly confidential and may only be revealed with the shopper’s consent.