Mystery shopper
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A mystery shopper is a person hired to covertly evaluate customer service in a retail setting. They typically pose as an ordinary customer and purchase items, while closely observing the salesperson’s behavior, customer service, and the overall cleanliness of the store. After the mystery shopper has finished their visit, they report their findings to the company that hired them.
The goal of a mystery shopper is to provide companies with an honest assessment of their customer service, as it is seen by the consumers. This can include:
- The salesperson’s attentiveness, helpfulness, and friendliness.
- The level of product knowledge demonstrated by the salesperson.
- The speed of service.
- The accuracy of the transaction.
- The cleanliness of the store.
Overall, mystery shoppers are important to businesses as they provide a realistic and unbiased assessment of their customer service, enabling companies to identify any potential issues and take steps to improve the customer experience.
Example of Mystery shopper
A company hires a mystery shopper to evaluate the customer service of one of their stores. The mystery shopper visits the store, pretending to be a regular customer, and purchases a few items. During the transaction, the mystery shopper assesses the salesperson’s attentiveness, helpfulness, product knowledge, speed of service, accuracy of the transaction, and the cleanliness of the store. After leaving the store, the mystery shopper reports back to the company with their findings. The company then uses the information provided by the mystery shopper to identify any areas of improvement in the customer service of their store.
When to use Mystery shopper
Mystery shopping can be beneficial to businesses in a variety of situations. It can be used to evaluate customer service in a store or restaurant, measure the effectiveness of a sales team, or to test the accuracy of online orders. It can also be used to monitor the behavior of employees, to ensure they are following company policy. Additionally, mystery shoppers can provide insights into customer sentiment and preferences, helping companies to better understand their target audience.
Types of Mystery shopper
There are several types of mystery shoppers, each with a different purpose.
- Traditional Mystery Shopper: This type of mystery shopper is hired by companies to assess their customer service, product knowledge, and overall store experience.
- Competitive Mystery Shopper: This type of mystery shopper is hired by companies to evaluate the customer service and products of their competitors.
- Mystery Auditor: This type of mystery shopper is hired by companies to assess the quality of their products and services.
- Mystery Diner: This type of mystery shopper is hired by restaurants and other food establishments to evaluate their quality of food, service, and overall customer experience.
Steps of Mystery shopper
To complete their tasks, mystery shoppers must follow a specific set of steps:
- Research the company and the products available.
- Visit the store in question.
- Act as an ordinary customer and purchase items.
- Observe the salesperson and other staff.
- Take notes on their experience.
- Complete a survey or questionnaire about their visit.
- Submit their findings to the company.
Advantages of Mystery shopper
There are several advantages of using a mystery shopper to evaluate customer service. Firstly, mystery shoppers have no vested interest in the results, meaning that they provide an honest, unbiased assessment of the customer service. Secondly, mystery shoppers do not need to be trained or supervised, making them much more cost-effective than in-house employees. Finally, mystery shoppers can provide a more detailed assessment of the customer service, as they are able to observe it from the perspective of a customer, rather than from the perspective of an employee.
Limitations of Mystery shopper
Despite the fact that mystery shoppers can provide valuable insights into customer service, they have some limitations. Firstly, mystery shoppers can provide a one-time snapshot of customer service, rather than a long-term view. Additionally, the presence of a mystery shopper may affect the behavior of the salesperson, as they may act differently with the knowledge that they are being observed. Finally, mystery shoppers are expensive, as they must be paid for their time, and companies may not be able to hire them on a regular basis.
Apart from mystery shopping, there are other approaches that companies can use to measure customer service. These include:
- Customer Surveys: Companies can use surveys to gather feedback from customers about their experiences. These surveys can be administered online or in store, and can be used to measure customer satisfaction and identify any areas that require improvement.
- Focus Groups: Companies can use focus groups to gain an in-depth understanding of how customers perceive their products and services. During these sessions, customers provide feedback on their experiences, allowing companies to gain a better understanding of their customer’s needs and expectations.
- Customer Service Benchmarking: Companies can use benchmarking tools to measure their customer service performance against that of their competitors. This allows them to identify any areas in which they may need to make improvements.
Overall, there are a variety of approaches that companies can use to measure customer service, enabling them to gain an accurate understanding of their customer’s needs and expectations. By using these approaches, businesses can ensure that their customer service is up to standard and identify any potential areas for improvement.
Suggested literature
- Jacob, S., Schiffino, N., & Biard, B. (2018). The mystery shopper: a tool to measure public service delivery?. International Review of Administrative Sciences, 84(1), 164-184.
- Liu, C. H. S., Su, C. S., Gan, B., & Chou, S. F. (2014). Effective restaurant rating scale development and a mystery shopper evaluation approach. International Journal of Hospitality Management, 43, 53-64.
