For example, a hospital may wish to regularly survey a random sample of the thousands of patients they treat each year. The research can be conducted through in person visits, or it can be done over the telephone. Mystery shopping can identify opportunities for improvement in customer service that when corrected can give a business a competitive edge. Used by businesses such as department stores, airlines, car rental agencies, banks, restaurants and retirement communities, mystery shopping can provide information about how well service reps handle both routine and out of the ordinary inquiries. An additional benefit to conducting a mystery shopping program is if employees know that mystery shopping can take place anytime, their overall service level may improve in anticipation of servicing a mystery shopper.
Many businesses conduct mystery shopping as part of a broader training program.
As customer service or sales reps improve their skills through training, mystery shopping can help track the beneficial effects of the training. Service skills that have improved over the previous round of testing will show where the system is working, and those that are weak show areas for improvement and further training. Often, mystery shopping can serve as a motivational tool, whereby measurable improvements in designated areas can be linked to a company s reward programs. The interviewer is able to develop an atmosphere of confidentiality and rapport with the respondent, who in turn provides more information when probed. They can be conducted anywhere at anytime.