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Mystery shopping

Mystery shopping is a form of measuring the quality of service or its compliance to regulations. In this survey, the researcher takes on the role of a given person (usually the client). Acting out the activities (e.g. willingness to buy goods or making a complaint) planned before and playing specific roles (e.g. an aggressive client), the mystery shopper observes the behavior of the surveyed person unaware of the fact that they participate in a survey. The training function of mystery shopping is to use it as a mechanism of initial analysis which allows to recognize the typical behavior of people taking part in the development process.

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Worth to know

  • Start by establishing the goals of your mystery shopping program. These can include measuring employee performance, assessing customer service, or identifying areas for improvement. Clearly defined objectives will help you tailor your mystery shopping approach and ensure you get the most valuable insights.

  • Select individuals who can act as unbiased evaluators, whether they are in-house staff members, professional mystery shoppers, or third-party consultants. These individuals should possess strong observational and communication skills and have the ability to blend in as regular customers.

  • The concept of mystery shopping dates back to the 1940s when it was primarily used as a tool to assess employee integrity and prevent theft. Over the years, it has evolved into a versatile method for evaluating various aspects of business operations, such as customer service, product quality, and employee performance.

  • Although it is commonly associated with the retail sector, mystery shopping is employed in a wide range of industries, including hospitality, healthcare, banking, real estate, and entertainment. Businesses of all sizes can benefit from this L&D method to improve their services and gain insights into the customer experience.

  • While the traditional mystery shopping approach involves in-person visits, modern technology has expanded the method to include phone calls, online interactions, and mobile app experiences. This allows businesses to evaluate their customer service across multiple touchpoints, ensuring a consistent and high-quality experience regardless of the channel.

  • When implementing a mystery shopping program, it's crucial to ensure that it adheres to applicable laws and ethical guidelines. This includes obtaining any necessary consent from employees, protecting the privacy of both employees and mystery shoppers, and using the data obtained solely for improvement and development purposes. Transparency and communication with employees about the objectives and benefits of the mystery shopping program can help create a positive and receptive environment.