Mystery Shopping, also referred to as undercover shopping or mystery customer evaluation, is a marketing technique employed to assess the caliber of customer service and overall customer experience. It entails dispatching an incognito individual, known as a mystery shopper, to a store, restaurant, or establishment to assume the role of an ordinary customer and evaluate various aspects of the service provided.
The primary objective of a Mystery Shopper is to obtain an impartial and objective perspective on the shopping experience within a given establishment. The mystery shopper assesses elements such as customer service, product quality, store presentation, adherence to policies and procedures, and other factors that may impact customer satisfaction.
Functioning as a discrete observer, the mystery shopper meticulously records every detail and interaction with the establishment's staff. Following the visit, a comprehensive report is compiled, encompassing positive aspects, areas in need of improvement, and recommendations for the evaluated establishment.
The Mystery Shopper serves as a valuable tool for companies, furnishing them with direct insights into the quality of customer service and enabling the identification of areas for enhancement. It can also serve as a means of quality control and ensure that brand standards are upheld across all locations.
The Sales Glossary is a compendium of all the most commonly used terminology in sales strategy. Many of the concepts listed here are used when implementing a CRM system or a digital sales funnel, no matter if they are legacy systems or an online CRM. See also our blog that deals with sales techniques, marketing and sales culture.