Mystery Shopping

Mystery Shopping research and projects

Mystery Shopping research provides reliable and objective information on the quality of Customer service in points of sale/service of a given company, and allows for monitoring the level of compliance with customer service standards in these points. This research is aimed primarily at increasing the efficiency of IT system related to the quality of customer service. The research helps improve the effectiveness of customer service and allows for rational estimation of investment in employees' training and development. The strength of the research lies in objectivity of the collected data - facts are observed, no declarations are received. However, it must be noted that this type of research does not provide information on compliance of standards with customers' expectations. That is why it is recommended to conduct other types of research simultaneously. Such types of research could include, for example, customer satisfaction tests.

Mystery Shopping research and customer satisfaction tests are complementary, i.e. one research cannot be substituted with another. In order to get a full picture of the customer - company relation, we suggest conducting both types of research simultaneously, and supplementing them with qualitative research.

In order to make observations regarding the quality of customer service, an observer (mystery shopper) must be properly prepared to assume the role of a customer, and in this way assess the quality of service. In order to conduct proper observation, Mystery Shopper must be equipped with knowledge of the standards assessed, and thus become an auditor.

Mystery Shopping research and projects are characterized by a high level of subjectivity and random observation. These elements interfere with observations yet they may be limited by a properly designed questionnaire, standardized observation scenarios, proper organization of research (selection and training of auditors, number of observations).

This research consists in visiting a point of sale/service by a properly prepared auditor who assumes the role of a customer and makes observations in accordance with a pre-arranged scenario, and then records observation results in a special observation sheet. In some cases, the visit may be preceded by a mystery call or e-mail contact (e.g. when checking if employees invite customers who contact them in this way to visit the point of sale).

Observation scenarios are prepared on the basis of information related to the behaviour of typical customers but in such a way as to make it possible to verify the standards of employees' behaviour and customer service applied in a given point of sale. Observation will be made by specially trained auditors according to the scenario. Auditors will follow the behaviour pattern indicated in the observation scenario. Scenarios will be standardized so that each auditor's qualities of character would not disturb the observation being made, and each visit would be similar. On the other hand, scenarios will be general so as not to lead to the auditor being exposed by employees subject to observation, and not to provide too much detail with regard to behaviours which may be too characteristic or untypical of standard customer service processes.

Scenarios should reflect actual customer behaviours to the greatest extent possible. We are also able to create non-standard scenarios in which non-typical customer behaviours appear, and we test employees' reactions to these behaviours.

The visit can be recorded in audio or video formats.

When creating scenarios, the risk of the auditor being exposed must be taken into account.

In Mystery Shopping research a standardized observation sheet is used. It includes two types of questions: questions assessing the state of compliance with the existing standards and questions assessing subjective perceptions of auditors.

Questions aimed at assessing the compliance with standards are dichotomous questions (yes/no answers) or contain an extended cafeteria of answers. Such questions, since they include information on compliance (or non-compliance) with the required standards, will have point weights attributed to them.

The weight system reflects the significance of individual standards and categories, and serves as the basis for measuring the general level of satisfaction.

Questions connected with subjective assessment will constitute a separate part of analysis. Answers to these questions will not affect objective indicators of compliance with standards, whereas results will be comparable to the indicator of the degree of compliance with standards but only at the level of single observation in a given point of sale due to subjectivity of auditors.

Mystery Call - research based on mystery shopping and CATI research; but in this case research concerns monitoring and control of compliance with standards of call centre, hotline, tele-sales etc.

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