What is mystery shopping?
Mystery shopping is a method of analysing service quality and customer satisfaction.
Mystery shopping involves using anonymous investigators to play the role of ordinary customers.
On the basis of specific measurement criteria defined beforehand, their mission is to observe and evaluate elements related to the quality of products and services: reception, support, advice or even the merchandising of products and the conduct of the point of sale in the case of in-store surveys.
Mystery shopping is an "incognito audit" used in various sectors of activity: mass distribution, retail, the banking sector, the hotel industry, etc.
This survey technique is widely used by call centres, retailers with distribution networks or public companies. Mystery shopping can be carried out in all direct communication channels: face to face, via the web, by e-mail, by mail or by telephone.
With the growing emphasis on customer service and satisfaction since the late 1980s, mystery shopping has become a proven method of verifying that the customer experience is in line with brand standards and promises.
They help to experience the customer journey in real life and therefore to understand the experience of a real customer.
Mystery shopping is therefore part of a quality approach. It provides a representation of the company's service performance from an external and objective point of view.
These surveys help brands to identify their strengths and areas for improvement in the experiences they deliver to their customers. They therefore appear to be 'an efficient and effective instrument for acquiring in-depth knowledge about the consumer's perception of the service received (Finn, 2001) (Gauthier, 2009: 19-20).
The objectives of the mystery shopping campaign
Mystery shopping campaigns are particularly suitable for :
- Monitor and measure service performance
- Improve customer loyalty
- Make employees aware of what really matters to customers
- Obtaining opinions on promotional operations
- Ensure the quality of the products/services provided
- Identify staff training needs
- Establishing the classification of products, services or signs of the same naturee
The method
When we set up a mystery shopping campaign, it is essential to have a structured and methodical approach. It is necessary to define :
- The objectives of the survey
- The scenario: each mystery shopper is given detailed instructions on how to complete their assignment and report. We give them a specific scenario to follow that we co-construct with our clients.
- The operational framework of the survey items (e.g. service time, waiting time, etc.)
- A test phase: our mystery shopping campaigns include a pilot. This phase is essential to check that the scenarios make sense in the real world and that the questionnaire covers all the fields of the customer's problem. At the end of the pilot, we make any adjustments before launching the campaign.
- Evaluation criteria
- The delivery of the detailed campaign report
- L possible action plan
The purpose of mystery shopping
Brands that use mystery shopping integrate it as an evaluation technique but also as a tool for continuous improvement. It allows them to make the "voice of the customer" heard while improving the level of service.
Mystery shopping analysis can substantially increase the performance of companies and their competitiveness while improving customer satisfaction. In addition to these benefits, it is an effective way to increase their visibility, their image and more directly their sales.
Mystery shopping can also take the form of a sector study. The campaign will, for example, bring up the prices and innovations of other players in the market. It will detail the strengths and weaknesses of the company compared to its competitors. Thus, in addition to constituting a competitive watch, the survey will bring out new areas of work enabling the company to work on a competitive advantage.
Did you know that it is possible to combine different types of mystery shopping depending on what you want to measure?
- Store mystery shopping or the mystery visit in point of sale
- Mystery calling or the mystery call made by phone
- Online mystery shopping, which is mystery shopping on digital platforms such as a website or an e-commerce site
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