MYSTERY SHOPPER SERVICES
Jack Trout «Big Brands Big Trouble»
Mystery shopper services are well-known in control and service-quality management system.
Regular anonymous inspections affect the increase in the average purchase amount, repeat sales growth and number of customers as well as personnel qualification.
Mystery shopper – is a research oriented to study of real level of service and compliance with standards. A person looking like an ordinary customer conducts an inspection according to the scenario and puts the received customer experience in a questionnaire.
MYSTERY SHOPPER – IS A SERVICE QUALITY INDICATOR
Mystery shopper is a tool for an interaction between an organization and a customer.
What information will you receive as a result of research?
- How good is compliance with the standards of customer service performed by the employees and what are the challenges in a service;
- Whether the employees work fair in relation to managerial authority and business owners: if the all goods and services are scanned via a cash register; whether there is a charge for free services; whether they take a difference for sale of action product having sold it to a customer at total cost;
- Whether the employees work fair in relation to a customer: tell about all conditions of promotion, give standard discounts, do not scan odd items in an account/cash receipt;
- How the employees behave while conflict situation;
- Is a seller, cashier or selling assistant interested in conclusion of a transaction and whether he has the skills in sales technique;
- Whether the personnel is well-informed about the goods and services of the company.
Advantages of mystery shopper services:
- Objectivity – the visit is made by disinterested person.
- Suddenness – the employees are not warned about the visit, that allows check their work with real clients.
WHY MYSTERY SHOPPING SERVICE IS AN EFFECTIVE METHOD OF BUSINESS PROCESSES CONTROL?
Data received as a result of research is successfully used by the clients for:
- Addressing weaknesses of a service and improving service standards;
- Creation of customer loyalty program;
- Employee motivation, KPI development, penalty and reward scheme;
- Raising personnel competence, finding of necessity to train the employees;
- Finding of personnel secret reserves;
- Elaborations of strategic plans for company development.
FEEDBACK OF OUR CLIENTS ABOUT MYSTERY SHOPPING SERVICE:
HOW THE RESEARCH IS CONDUCTED AND WHY THERE ARE NO BOUNDS FOR MYSTERY SHOPPER?
The services like test purchase are well known to leader personnel, quality control specialists, marketing experts. But it’s not the only kind of a check provided by mystery shopper.
Currently we can select the appropriate type of a visit based on the goals and tasks of the certain research.
- Consultation visit – mystery shopper goes to an inspectionable location due to the legend as it was outlined in a scenario. He should check any employee who will be the first paying attention to the customer.
- Check of particular employee – mystery shopper is consulted with or makes a purchase from the employee which is specified in his legend.
- Provocation visit – mystery shopper is purposely provocative. The goal of such visit is to check how an employee behaves while conflict situation.
- Visit with test purchase – according to the legend mystery shopper buys the goods for specified amount. During the inspection he estimates compliance with service standards and the work of a cashier.
- Visit with test purchase and return of goods – during a visit the goods are bought and after specified time they should be returned by mystery shopper in order to check return procedure.
- Visit with disclosure – mystery shopper looking like an ordinary customer conducts an inspection according to the scenario, and upon its completing he lets an employee know about the purpose of his visit.
Types of visits:
STAGES OF MYSTERY SHOPPER RESEARCH
Determination of the goals and tasks of a research
Creation of visit legend:
- Profiling of mystery shopper in accordance with business intended audience
- Description of the problem mystery shopper addresses with
- Objection variants consideration
Questionnaire score sheet construction
Selection of mystery shopper due to the visit requirements. Instructing.
Inspection of retail location
Received data validation
Approval of the inspections by the client
Analytic report and recommendations preparation based on the research results (at the request of the client)
WHY OVER 200 CLIENTS TRUST US?
Access to the research
- Fast data output and construction of charts;
- Simple and convenient interface;
- Project builder.
Adapts to each client
TRANSPARENT PRICE ASSESSMENT
The cost of mystery shopper service depends on:
- Type of visit (with test purchase, provocation etc.);
- Farness of a location from country towns;
- Number of visits per month;
- Complexity of the legend;
- Profile of mystery shopper (for example: only pensioners or only the clients of a certain company);
- Kind of analytic report.
Fair and mutually beneficial conditions for cooperation
CONSTANT ROTATION OF MYSTERY SHOPPERS
Staff of mystery shoppers is constantly updated
- Mystery shoppers take preparatory training;
- To perform inspections mystery shoppers are selected due to maximum compliance with business intended audience.
Low disclosure of mystery shoppers
Base of mystery shoppers in Ukraine equals more than 50 000 mystery shoppers, which is constantly updated. Mir Taynykh Polupateley conducts researches in: Kiev, Odessa, Kharkov and other big cities of Ukraine and Commonwealth of Independent States; in townships; villages and at the points, located on intercity routes.