Who is a mystery shopper and why does a business need one?

Wanting to evaluate the quality of service in their company, many people turn to reviews. But the assessments are not always objective. Positive reviews can be left by friends of employees, and negative ones – by competitors. A mystery shopper will help to objectively evaluate the real state of the business. In the article, experts from the agency “Precisely.” explained: why mystery shoppers are needed, what their duties include and how to organize the work of inspectors.

What is the essence of the mystery shopper’s work?

A mystery shopper is an independent how to build phone number list expert who comes to a store or establishment under the guise of a client. He communicates with the staff, makes purchases, evaluates the display of goods, the speed of service, and so on. As a result of the inspection, the “spy” compiles a report, thanks to which the management can see the problem areas and strengths of the business.

Quality of service .

This category includes the general friendliness of the staff, speed of service, initiative in conversation, lack of intrusiveness, and detailed consultation. In some cases, they check how sellers treat the return of goods, as well as what they will do in conflict situations.

Sales skills . The buyer checks how consultants identify the client’s needs, what questions they ask and whether they offer suitable products. Some companies evaluate the stress resistance of staff and the ability of salespeople to handle objections by giving the mystery shopper the task of asking tricky questions.

Employee appearance .

Auditors pay attention to the neatness selling headlines using of the staff and whether their appearance complies with the company’s rules. For example, if the organization has a strict dress code, but the employees do not comply with it, the mystery shopper will note this in their report.

Condition of the sales area . Cleanliness and order are assessed, as well as other important details. For example, if a beauty salon must have live fresh flowers, then this should be included in the inspection checklist. Product quality . This point is more relevant to catering establishments. In this case, the mystery shopper needs to evaluate: what the dish served looks like.

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Facts of theft . For example, in small znb directory catering establishments with a large flow of customers, employees may steal. It is not always possible to notice the fact of theft in the ratio of ingredients used and revenue.  Therefore secret shoppers are used. In such cases, several customers are asked to come and make a purchase for a large amount so that there is a large number of five-thousand-ruble notes in the cash register. If by the end of the working day there are fewer notes.

The mystery shopper method can be used in offline activities of the company: call centers, online stores, booking services, and so on.

Who benefits from hiring mystery shoppers

If in business employees communicate with clients, research will not be superfluous. Even if the company is a monopolist, the audit will help to identify weaknesses and strengthen the position in case a competitor enters the market .

Mystery shoppers are especially important:

For managers . The rule “Trust, but verify” is relevant for any organization, especially if it employs a large number of employees. Regular verification will help to exercise control by the management.

Franchisors . It is important for such companies to maintain their brand reputation. Research helps determine whether new franchisees operate within corporate standards.

Manufacturers : You can produce excellent, high-quality products. But if they are sold by incompetent employees this will affect your revenue and reputation.

Suppliers . Suppliers always have the best and worst points of sale. Research will help to determine the reason for the laggards and increase the volume of revenue by solving the existing problems.