Mystery shopping


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Mystery shopping

  1. 1. Mystery Shopping<br />
  2. 2. 2<br />What is Mystery Shopping (MS)?<br />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:<br />their own organization’s targets;<br />the standards provided by competitors and other organizations.<br />MS studies may cover:<br />Сlients<br />Intermediate agents:<br /><ul><li>retailers,
  3. 3. distributors,
  4. 4. independent financial consultants / advisors etc.</li></ul>Competitors. <br />MS studies can comprise<br />The simple factual observation of points of sale or services focusing particularly on: <br /><ul><li>Signage & commercial signage,
  5. 5. Cleanliness,
  6. 6. Waiting & response time,
  7. 7. The state of equipment in use,
  8. 8. Adherence to the company’s standards etc. </li></ul>It might also extend as far as making a purchase or enquiry, where: <br /><ul><li>the evaluator acts as he or she is an actual or potential customer,
  9. 9. on the basis of a simple or more complicated scenario. </li></ul>MS techniques may include:<br /><ul><li>observation
  10. 10. visits
  11. 11. telephone calls
  12. 12. mail or fax
  13. 13. e-mail, web-sites visits</li></li></ul><li>3<br />Who are Mystery Shoppers?<br />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. <br />They act as a prospective customer and undertake series of pre-determined tasks involving observation or/and interviewing. <br />N/B!<br />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.<br />
  14. 14. 4<br />The MS process flow<br />1. Research objectives definition<br />2. Questionnaire development<br />The project starts with the objectives definition in terms of measurement of the quality of the services being offered to customers.<br />The next step is questionnaire development based on the specified objectives. <br />After Mystery Shoppers are selected they are briefed and trained (including role-playing games).<br />Shoppers collect the required information by calling upon or contacting the organization’s (competitors or other companies) outlets.<br />Then they fill the questionnaire and are tested by supervisors and project managers.<br />The collected data is proceeded (with 100% computer control) and<br />the results are delivered to the client in the form of final report with recommendations and conclusions.<br />3. Mystery Shoppers screening<br />4. Fieldwork<br />5. Questionnaires delivery <br />& control<br />6. Data processing<br />7. Report & Presentation<br />
  15. 15. 5<br />No matter what kind of companies we are dealing with:<br />Who performs MS projects?<br />Local or global,<br />diversified or specialized,<br />newly established or with a long history...<br />...independent on the market they play and the market share they have...<br />THESE COMPANIES WANT TO PROVIDE HIGH-QUALITY SERVICES AND PRODUCTS TO THEIR CUSTOMERS!<br />
  16. 16. 6<br />
  17. 17. Appendix. Case study<br />MS project carried out for one ofthe HA and audio-video manufacturers<br />
  18. 18. 8<br />
  19. 19. 9<br />Russia, 38 urban centers<br />Geography<br />Males and females, 25-35 y.o. <br />Average income level<br />Target audience<br />Mystery Shopping<br />Method<br />47 company’s stores: <br />39 audio-video stores & 8 mobile phone stores.<br />2 visits per one store. 94 visits totally.<br />Sample size<br />2006<br />Fieldwork<br />100% check of interviews reports<br />100% computer (logic) control<br />40% call back check<br />Quality control<br />
  20. 20. 10<br />
  21. 21. 11<br />
  22. 22. 12<br />