Mystery Shopping
Posted by Simone Militzer on January 15th, 2008 at 4:19pm
Mystery Shopping [also Cryptic Checks] came originally from the USA. It is a controlling instrument for improvement of customer loyalty. Mystery Shopping is a special approach to test undercover service quality or customer service. These tests are conducted by specially trained people who pose as customers. These interviewers get a special education.
Application range
Mystery Shopping is an ideal instrument for precise and consistent customer focus. It is important
- for monitoring complaints, product lines and the appearance of staff
- for an objective staff check up of customer friendliness and professional competence
- for identification of weak points
- for benchmarking
- for field staff [e.g. for giving them feedback]
Mystery Shopping contra staff shoplifting
Mystery Shopping is also used if there is a suspicion for staff shoplifting [e.g. rent a thief].
If there is a concrete suspicions, the integrity of cashiers can be tested by means of honesty shopping. For example a teller is checked if he embezzles money or tucks goods away.
Mystery Shopping as a training intstrument
Mystery Shopping is also useful for sales trainings. Staff can change perspectives and “work” as Mystery Shoppers. After this they can talk about there experiences and how to improve their behaviour compared to customers.
Other methods
There are other well-known methods besides Mystery Shopping.
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Mystery Calls [e.g. in tourists agencies - to check up for customer competence via telephone]
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Mystery Mailing [e.g. to check up for competent email reply]
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Mystery Diner [e.g. in bars and restaurants – to check up for service, equipment, taste of food etc]
Sources:
http://www.wikipedia.de/Servicetest
http://www.mystery24.com
www.gfk.at
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