Consumer Research
Mystery Shopping
What is Mystery Shopping?
Mystery Shopping is a powerful tool which can help you develop and improve upon levels of customer service levels. It is a technique that can be used to measure:
- the customer service process
- staff performance against corporate standards
- staff delivery to meet the brand promise / image
- adherence or compliance to regulator requirements
Mystery shopping involves a trained mystery shopper undertaking a typical customer transaction following a pre-agreed scenario.
Mystery shops can be carried out in person, by telephone, by letter, by e-mail or over the Internet – in fact any way that real customers interact with you.
The technique is different from customer satisfaction research, in that it records individual interactions to ensure that staff are meeting the performance and service standards set out by senior management.
As it is an objective measurement of the customer interaction, mystery shopping provides the perfect complement to subjective customer satisfaction measurements. Looking at both elements together can help you identify and prioritise your customer service strategy.
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