The essence of Mystery Shopping

Web Editor | ConsumerConnect

Mystery Shopping is a process in which a person visits retail stores, financial institutions, restaurants, retail establishments, department stores, service providers, and other similar businesses or organisations.

This is with a view to measuring customer service, product/service quality, general environment of the aforementioned establishments, and ultimately quality of consumer experience.

Many companies define detailed processes and parameters to ensure that customers will have a good experience in their sales locations.

Some examples are: How customers will be greeted, what is the maximum acceptable waiting time? How many products should be on display, etc.

To ensure that these processes are followed, these companies or organisations do hire Mystery Shopping Companies to conduct regular audits on their locations.

The mystery shopping companies (also called Mystery Shopping Agencies) find people who match the target customer profile, provide them a questionnaire for recording their experience, and provide some training on how to measure various parameters.

This person is called a Mystery Shopper.

These mystery shoppers then, visit the location pretending to be a customer and make careful note of things they have been asked to measure.

The data is reported to the mystery shopping company, which compiles and analyses data gathered from different locations to help their clients to measure and improve their consumer experience through each mystery audit, because Consumer Experience Is A Top Priority.

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