Why Mystery Shopping Matters

Mystery Shopping is an incredibly effective tool for identifying a potential customers first impression of your business. A mystery shop can measure any touch point that a customer can interact with your business, be it face-2-face, via phone, via your website, or via your social media.

A customer interacting with your business via one of these methods, could be reaching out for the first time and is therefore an opportunity for a sale. At this point in a customer’s initial interaction, it is important to identify their opinion of dealing with your business and the level of customer service that is provided by your team. Their opinion will impact greatly on the customers decision to buy, use your products or services again, or recommend your products or services to their friends and family, so it’s important that your team are getting it right first time.

At My View Research we recommend that any mystery shop scoring criteria measures two specific areas, with the first area being your sales process. Many businesses invest heavily in the training of their staff members to ensure they are following the company’s sales process when interacting with a customer. Which ever mystery shopping interaction you choose, your scorecard should be designed to reflect your sales process and measure if your team are following their training.

Secondly, but most importantly, is measuring the level of customer service provided during the mystery shop interaction. There is the old saying that people buy from people, so whilst measuring if your sales process has been followed is an important observation, identifying how the mystery shopper felt about the level of customer service that was provide, is even more valuable insight. A potential customer won’t know what your sales process is, or even if your sales process has been followed, so their decision to buy, use again, or recommend, will be based on their personal interaction with your team. Within the customer service section of your scorecard you can also include market research metrics such as Net Promoter Score (NPS), Customer Satisfaction (CSAT), and Customer Effort Score (CES).

With the impact of Covid-19, we have recently added an additional assessment area into our clients mystery shopping evaluations that covers questions specifically relating to the pandemic and how your customers observe your businesses compliance to the Covid-19 government guidelines. This section of the mystery shop measurement can assess if your staff are adhering to the guidelines that are specific to your business, such as wearing PPE and social distancing.

The analysis that is derived from your mystery shopping programme is valuable information for multiple areas of your business. Staring with the measurement of your sales process, the insight analysis on this particular area will be beneficial for both your head of sales and your training team. The results will easily be able to identify what your attention areas are and if any re-training needs to take place, or any modification to your training needs to be made. The customer service measurement of the mystery shop will be beneficial to your head of customer experience, as it will identify a trend in the level of customer service being provided by your teams. Lastly, the feedback from the Covid-19 compliance section will be beneficial to the person within your business who is responsible for compliance.

Mystery Shopping Solutions

Talk to one of our Research Consultants today to find out how we can create a bespoke Mystery Shopping programme for your business.

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