The shopper tries out some merchandise, asks for help, perhaps voices some complaints-all the while observing and evaluating. Once the transaction is completed, the mystery shopper immediately records his or her impressions and observations on paper, computer, or via the telephone. The marketing research rm collects the data, and depending on the project, may send it back to the client company to assess, or may analyze and interpret the ndings for the client. It's a popular approach. This is especially helpful in cases where there are too many venues for the owner to monitor alone.
Mystery shopping can pinpoint a particular problem, or a problem in a particular store or outlet.
Mystery shoppers are not always used to evaluate employee performance as it relates to customer service. Sometimes the project involves assessing employee satisfaction and may be part of performance evaluations for employee incentive programs. Or it can be used to determine how well the company understands its customers. Marketing research companies are choosy recruiters, with good reason. Mystery shoppers need a solid grasp of the use of marketing research, and the ability to make accurate, objective observations of clearly de ned behavioral standards.