Experience the customer journey

Mystery Shopping

What is a mystery shopping program?
A mystery shopping program, also known as "Secret Shopping," is a process where businesses employ undercover shoppers to evaluate the quality of service, product knowledge, training, and compliance of their staff. Mystery shoppers gather data by performing various actions, such as asking questions, making purchases, or filing complaints. This data can be collected from the business itself or from its competitors. The goal is to help business owners ensure their staff consistently meet brand standards and deliver on the brand promise. Mystery shopping is commonly used in industries like retail, hospitality (restaurants, hotels, etc.), banking, airlines, and other service sectors.

How can it help my company?
Mystery shopping provides valuable, in-depth customer feedback, far beyond what typical store surveys or suggestion boxes can offer. It allows businesses to see the experience from the customer’s perspective, evaluating aspects like staff friendliness, product knowledge, and facility cleanliness. For example, a popular coffee chain in Cambodia attributes part of its success to a team of mystery shoppers who visit its locations twice a week. These shoppers use a checklist to grade employees and the store, providing a clear view of the overall customer experience. Their evaluations help identify weaknesses that could affect a customer's decision to return, and all the data is made available to management in real time through a dashboard.

How does it work?
Mystery shoppers are trained professionals who act as regular customers to assess a business from a customer experience standpoint. They visit a variety of businesses, such as restaurants, coffee shops, retail stores, hotels, and more, simulating typical customer interactions like making purchases, returning items, or requesting refunds. These visits are strategically scheduled across different times—weekdays, weekends, mornings, afternoons, and evenings—to get a comprehensive view of the customer service provided. Shoppers complete their tasks without revealing their identity as evaluators. After each visit, they fill out an electronic questionnaire detailing their experience, answering questions such as:
1. Was the store adequately staffed?
2. Were customers greeted upon entry?
3. Was there enough product in stock?
4. Were the restrooms clean and well-stocked?
5. Were employees knowledgeable and friendly?
6. What were the positive and negative aspects of the store?
7. Would they consider shopping there again?

What do we measure?
The data collected by mystery shoppers is uploaded in real-time to a management dashboard. Key elements measured include:
Sales Performance: How effectively are sales staff performing? Are they adequately trained? Do they build rapport with customers and handle objections or complaints well?
Product Knowledge: Do staff members have sufficient knowledge of the products? Can they recommend appropriate products or upsell effectively?
Store Presentation: Is the store and its products presented well? Are there any issues related to cleanliness or hygiene?
Product Quality: Are products consistently meeting the quality standards? Are there any presentation issues?
Buying Experience: Is the overall purchase experience positive? Are there opportunities to improve procedures or capitalize on add-on sales?

This comprehensive data helps management identify areas for improvement and maintain high standards of service quality.