Mystery Shopper

Effective instrument of service’s quality evaluation with help of the specialists, who play the role of the shopper - methodology “mystery shopper”- helps to improve consumer service system, to work out/improve its standards, and also to work out trainings and motivation/encouragement system for personnel. It is helpful mostly as the instrument of measurement and improvement of the service quality in the sphere of trade and services.

This methodology allows:

• To evaluate optimally and objectively all drawbacks of service quality of own personnel aiming to eliminate or to correct them
• To analyze competitive advantages by evaluating competitors’ trade spots
• To work out and apply the set of indexes that will be a basis for personnel motivation

Method allows to analyze the company’s and competitors’ activity from the position of the consumer.

 "The mystery shopper» is used for:

• Evaluation of the service quality of the company in comparison with the competitors;
• Evaluation of personnel ability to hold a telephone conversation;
• Evaluation of Internet services quality (speed and informational sense of answers on the questions leaved on the site are usually evaluated);
• Retail audit – goods presence and location check, POS materials location check;
• Research of sales – stimulating actions.

Methodology description:

• After special training specialists visit trade spots (shop, restaurant, cafe, bank etc.) as usual customer
• They communicate with personnel according to previously designed scenario evaluating behavior and service of the personnel in correspondence with concrete working standards (standards are designed for each sphere)
• Particularly among evaluated features is competence, professionalism of service, general behavior (attentiveness, friendliness, politeness, amiability) of personnel, and appearance of premises (by specific criteria)
• "Mystery shopper" fix all gathered information in the evaluation form, which is designed according to Clients brief
• Quite often “mystery shopper’s” visit is accompanied with audio or video recording (for the control of the quality of visit and ability to clear out all vague moments)
• All the data obtained are uploaded to the site and can be viewed by the Client online.

Among the spheres of application are: FMCG, long-termed used goods, auto market, manufacturing, social researches an public opinion survey, researches of mass media, Internet, telecommunication, pharmaceutical market and medicine, banking, credit cards, electronic money transition systems, air transport, tourism etc.

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