What information does the mystery shopper collect?
It is not a new technique but it continues to be so useful that companies around the world continue to rely on it: mystery shopping , a formula that aims to improve the commercial strategies of brands.
In the last century, around the 1940s –1940/50– a formula called Mystery Guest was used in the United States , a formula that was used to detect employees who were dipping into cash registers. Over the years it evolved until the end of the 90s and beginning of the 2000s, becoming what it is today: a tool that allows the analysis of the service provided and/or the quality of the products sold.
It is common to see job offers where human resources consultancies recruit staff to act as mystery shoppers , but… do we really know how it works and what benefits it brings to companies that adopt it among their methodologies and systems?
What is Mystery Shopping and how does it work?
The mystery shopping technique could be defined as a research strategy that aims to objectively analyze the quality provided in relation to the service given to the customer, either in the commercial area, in after-sales,
about the products themselves that are given out slovenia whatsapp data for testing… The applications are varied and the best thing is the effectiveness and the information that it allows to collect.
How does mystery shopping work ? As the name suggests, it involves letting the mystery shopper into the picture . Who is this? Here are the keys to how this strategy works:
The company selects or subcontracts people to act as mystery shoppers , profiles that will perform the functions of these mystery customers.
Those selected must carry out the activities previously determined by the company: go shopping in a store, sit down to have a drink in a bar, call customer service , etc. The objectives of the campaign must be determined and it must be established what is being evaluated and what aspects will be taken into account.
Once the action has been developed, the responsible department and the coordinator must record the results and subsequently evaluate the information collected.
The reports and reports resulting from the application of mystery shopping can be followed by the proposal for improvements in relation to the aspects that were to be evaluated.
It is essential to determine well what is going to be examined and what will be done for it, otherwise there is no point in adopting this technique. It is equally important that the people who are in charge of its development know and master it in depth, since factors that for others would be insignificant for this work group become enlightening.
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Benefits of mystery shopping
This methodology is very useful. Brands from all sectors, especially clear cases such as the commercial field, the world of fashion, telephony and telecommunications, for example, are likely to take advantage of the mystery shopper. The benefits of the mystery shopper are notable:
Detect positive aspects of the system being used: what works, in a positive way, to maintain it and, always if possible, see options for improvement.
Identify factors that need to be changed. What is failing, why a service or product is not working, why one employee or another achieves more or less turnover at a point of sale , restaurants within a chain that generally work better, etc.
Getting to know the client we are targeting better. By dissecting the interactions between the mystery shopper and the salespeople/professionals, we can make progress in determining which details would lead to progress in a company's proposal. By observing the situation from the outside, it is easier to identify hot spots that offer opportunities for improvement.