Mystery shopping is a research technique employed by businesses to enhance their sales performance. This method involves engaging an individual to pose as a regular customer and evaluate various aspects of an establishment. By blending seamlessly into the customer experience, these mystery shoppers provide invaluable feedback that aids business owners in gauging the quality of their services.
The primary objective of mystery shopping is to assess the overall service provided by a business. This approach offers a distinct advantage as it enables entrepreneurs to receive authentic and honest feedback about their establishment. Unlike traditional customer feedback methods, such as surveys or online reviews, mystery shopping services provide an in-depth analysis of the customer journey, allowing business owners to identify areas for improvement and make informed decisions accordingly.
How To Do Mystery Shopping: Methods You Need to Know
During a mystery shopping assignment, the individual acting as a shopper pays close attention to key aspects of the business, including customer service, product quality, cleanliness, staff professionalism, and adherence to company policies. They meticulously observe the interactions between staff members and customers, evaluate the efficiency and effectiveness of service delivery, and note any issues or discrepancies encountered throughout the visit. There are different ways to go about the process of mystery shopping and some of them are mentioned below.
Visiting an Actual Store
One of the most widely used types of mystery shopping services involves physically visiting actual stores. In this method, an individual assumes the role of an ordinary customer and discreetly assesses the establishment as part of a paid evaluation. The primary objective of this approach is to evaluate the quality of service provided by the business.
This method is commonly employed across various industries, including restaurants, retail stores, gas stations, banks, hotels, healthcare facilities, fitness centers, gyms, and automotive businesses. By conducting mystery shopping visits, businesses aim to gain insights into employee performance and identify areas for improvement.
The duration of a typical visit can range from approximately ten minutes to an hour, depending on the specific objectives, performance indicators, and evaluation criteria set by the client. During the visit, the mystery shopper pays close attention to different aspects of the customer experience, such as staff interactions, product knowledge, cleanliness, adherence to protocols, and overall service efficiency.
Checking the Online Store
Mystery shopping through online stores holds particular relevance for industries such as e-commerce, travel, real estate, telecommunication, insurance, and automotive. It allows businesses to comprehensively assess various aspects of their online presence and customer experience.
During mystery shopping evaluations of online stores, the assigned shopper focuses on several crucial areas. Firstly, they examine how promptly and effectively the online store responds to customer inquiries and requests. This includes evaluating the quality of customer service provided through different communication channels such as email, chat support, or phone.
Furthermore, the mystery shopper assesses how the online store interacts with customers through their website and social media platforms. They evaluate the tone and responsiveness of online communication, the effectiveness of addressing customer concerns, and the maintenance of an engaging online presence.
The usability and convenience of the online store’s website are also evaluated. The mystery shopper assesses factors such as ease of navigation, functionality, and overall user experience. They gauge how intuitive and efficient the website is in terms of finding information, browsing products or services, and making purchases.
Calling The Customer Service Number
Efficiently evaluating the customer service hotline is crucial for companies that regularly utilize call centers or phone services. Telemarketing, like any other marketing approach, should undergo thorough review and assessment to ensure the delivery of high-quality service to customers, ultimately leading to improved sales performance.
When employing this method, a mystery shopper is assigned to call the customer service hotline and assess various aspects of the interaction. The mystery shopping provider evaluates the speed at which the call connects or is answered, the employee’s greeting and professionalism, their competency and skill in handling customer inquiries, their ability to carry the conversation, and their effectiveness in solving the client’s concerns.
The connection speed is an indicator of how efficiently the customer service hotline attends to customer inquiries. The mystery shopper pays attention to how the employee greets the customer, assessing their tone, courtesy, and overall professionalism. They also evaluate the employee’s competency and skill in providing accurate and relevant information.
Furthermore, the mystery shopper observes how the employee manages the conversation, focusing on their active listening skills, ability to ask relevant questions, and proficiency in engaging the customer. The effectiveness of problem resolution is also evaluated, considering the employee’s problem-solving abilities and commitment to ensuring customer satisfaction.