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Mystery shopping
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  • 1. Mystery Shopping
  • 2. 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:
    • retailers,
    • 3. distributors,
    • 4. independent financial consultants / advisors etc.
    Competitors.
    MS studies can comprise
    The simple factual observation of points of sale or services focusing particularly on:
    • Signage & commercial signage,
    • 5. Cleanliness,
    • 6. Waiting & response time,
    • 7. The state of equipment in use,
    • 8. Adherence to the company’s standards etc.
    It might also extend as far as making a purchase or enquiry, where:
    • the evaluator acts as he or she is an actual or potential customer,
    • 9. on the basis of a simple or more complicated scenario.
    MS techniques may include:
  • 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.
  • 14. 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
  • 15. 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!
  • 16. 6
  • 17. Appendix. Case study
    MS project carried out for one ofthe HA and audio-video manufacturers
  • 18. 8
  • 19. 9
    Russia, 38 urban centers
    Geography
    Males and females, 25-35 y.o.
    Average income level
    Target audience
    Mystery Shopping
    Method
    47 company’s stores:
    39 audio-video stores & 8 mobile phone stores.
    2 visits per one store. 94 visits totally.
    Sample size
    2006
    Fieldwork
    100% check of interviews reports
    100% computer (logic) control
    40% call back check
    Quality control
  • 20. 10
  • 21. 11
  • 22. 12