What is Mystery Shopping???
Mystery shopping is a popular research method used to gather feedback from an audience. Mystery Shopping is a process in which a person visits a retail store, restaurant, bank branch or any such location with the objective of measuring the quality of customer experience. It’s common for mystery shopping to be conducted in-person, but can also be conducted via phone or by making online inquiries. If a trained researcher is rating an in-person experience at a restaurant, retail shop or event facility; the researcher will often evaluate factors such as food, staff interactions and/or amenities.
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?
- What should be the temperature of the facility?
- How many products should be on display etc?
To ensure that these processes are followed, these companies hire Mystery Shopping Companies to conduct regular audits on their locations.
Mystery shops are also valuable for companies providing an online service or product. Regardless of the where the mystery shopping takes place, the researcher should be prepared to assess the factors most important to your company by developing an evaluation form. Results will allow your organization to obtain feedback regarding the customer experience and determine areas of opportunity to increase your competitiveness in the market.