2 What is Mystery Shopping (MS)? The main purpose of the technique is to help organizations to assess and improve the standards of service they provide to their customers, by comparing their performance against: their own organization’s targets; the standards provided by competitors and other organizations. MS studies may cover: Сlients Intermediate agents:
3 Who are Mystery Shoppers? The MS approach involves the use of evaluators who are specially trained or briefed to observe and measure the nature and quality of the services being offered to customers. They act as a prospective customer and undertake series of pre-determined tasks involving observation or/and interviewing. N/B! Before the study we should specify the Mystery Shopper Profile in terms of socio-demographical characteristics (i.e. gender, age, income level and so on) in order to choose evaluators from the company’s Target Audience group.
4 The MS process flow 1. Research objectives definition 2. Questionnaire development The project starts with the objectives definition in terms of measurement of the quality of the services being offered to customers. The next step is questionnaire development based on the specified objectives. After Mystery Shoppers are selected they are briefed and trained (including role-playing games). Shoppers collect the required information by calling upon or contacting the organization’s (competitors or other companies) outlets. Then they fill the questionnaire and are tested by supervisors and project managers. The collected data is proceeded (with 100% computer control) and the results are delivered to the client in the form of final report with recommendations and conclusions. 3. Mystery Shoppers screening 4. Fieldwork 5. Questionnaires delivery & control 6. Data processing 7. Report & Presentation
5 No matter what kind of companies we are dealing with: Who performs MS projects? Local or global, diversified or specialized, newly established or with a long history... ...independent on the market they play and the market share they have... THESE COMPANIES WANT TO PROVIDE HIGH-QUALITY SERVICES AND PRODUCTS TO THEIR CUSTOMERS!