Mystery Shopping - The Basics Of The Concept
Mystery shopping is a very effective tool used by market research companies to help retailers
, organizations, property management companies, and other businesses measure the quality of services provided to the customer. It not only measures the quality of services but also suggests ways and means to improve on them.
The Origin
The concept of secret shopping originated in the 1940s. Today it is used by almost all types of businesses. department stores, hotels, restaurants, fast food chains, self storage facilities, health clubs, theatres, financial institutions, hospitals, gas stations and all other types of service providers.
Since these businesses are service providers, the quality of customer service they provide determines the success and failure of their business. In todays competitive world no business can afford to ignore customer service. In fact, the quality of customer service should be continuously monitored so that shortcomings can be discovered and rectified.
Techniques Employed
So how does mystery shopping work? There are several techniques used to determine the quality of service provided by a business. One of the most popular techniques is to send a trained professional to the business location. The mystery shopper will behave like a normal shopper. He or she will go into the shop, restaurant or whatever type of business the client has with an aim to give particular attention to certain factors. Some of the things that he or she will pay special attention to include:
* How the staff behaved?
* Was the staff helpful in answering the queries?
* Was the staff able to provide assistance when needed?
* Is the place clean?
* Were things easy to find?
* Was the staff prompt and courteous?
At the end of his or her mystery shopping assignment, he or she will file a detailed report. Some companies provide a checklist form in which the mystery shopper only has to tick the options. On the other hand, some companies require detailed written reports. The type of report filed often depends on the type of business being inspected.
Another technique used in secret shopping involves video monitoring. Though this is not as popular as the previous one, but it is quite effective. Video monitoring can provide a picture of employee behavior.
Provides Detailed Reports
Based on the report provided by the mystery shopper, the company will create a database and generate a detailed report suggesting the shortcomings and remedies. These reports are then used by business owners to identify their weaknesses and come up with strategies to address them.
For instance, if the problem lies with how the staff at the check out counter addresses the customers, then a training program can be initiated to correct the behavior. If it is found that the outlet is poorly maintained, then ways could be suggested to properly organize the outlet.
Businesses that have used mystery shopping services have seen drastic improvement in their customer service. Happy customers always mean more business, because they always recommend your business to their friends, acquaintances and family members. Furthermore, happy customers also translate into loyal customers.
Today more and more businesses are investing in mystery shopping services to improve their overall customer service and business image. It helps them formulate better business and marketing strategies. It helps them stay ahead of their competition.
by: hanche
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