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Retail Audit Research

Service Introduction

What will the mystery shopper research, one of the key methods for client satisfaction surveys, do to help businesses solve problems?

• Understand how established regulations and operation procedures are implemented in tested places or channels;
• Rectify the channels with poor performances and supply a basis for business internal punishment;
• Find out what services consumers demand and reject with the help of mystery shoppers;
• Keep monitoring service quality and improve service regulations.

Applications

The mystery shopper research is applicable to perceive the environment of all public service businesses, staff attitude, qualifications and skills.

It is widely applied in the Telecom, Bank, Automobile 4S Stores, Department Stores, Retail Stores, Catering and Gas Station Sectors.

Service Contents

Mystery Shopper Interview Modes

Mystery shoppers largely adopt the following modes in interviews:

Mode 1 －Mystery shoppers make mystery phone calls

In this survey method, mystery shoppers call the surveyed clients, evaluate the service according to the contents, and then talk with them about topics covered in the questionnaires, using the exact words and order of the questionnaire.

Mode 2 －Mystery shoppers purchase at the spot

In this survey method, mystery shoppers buy products at the surveyed sites (or purchasing places). They record what they feel in the purchase and evaluate the services according to their actual impressions.

Mode 3 －Mystery shoppers visit a plant

In this survey method, mystery shoppers talk with executives of the surveyed plants, backed with ready-made manuscripts or plans. They record what they feel about the services and evaluate them according to their impressions. Actually, this method does not have real purchases.

Mode 4 －Mystery shoppers discuss technological problems of the products with the interviewees

In this survey method, mystery shoppers will fully exchange views on the technologies and sales with the interviewees on a major purchase decision. They record their perception of the services and evaluate them according to impressions. Most typical cases with this method are buying cars and houses.

Application of Mystery Shopper Research Results

The results of mystery shopper research are largely adopted in the following aspects:

• Secret inquiries of mystery shoppers lead to intangible pressures on service staff, when the results become associated with their incomes. They take the initiative to improve their business performance, service skills and attitude, thus provide clients with quality services over long periods.
• Mystery shoppers will duly find out and rectify inadequacies in commodities and services from the perspective of clients. They will also accurately reveal opportunities, improve client satisfaction, retain old clients and develop new clients in business operations.
• With the supervision of mystery shoppers, businesses will improve their supervision management mechanisms, make workers more service oriented, and consolidate internal management.
• In the course of contacting the service staff, mystery shoppers will hear the “disgruntled voices” of the staff, so as to help business managers find out deficiencies in management, improve working environment and conditions, keep closer ties among the staff, the businesses and managers, and reinforce business coherence.
• With mystery shoppers detecting problems, businesses will systematically analyze in-depth reasons, improve management methods and systems, and sharpen business competitiveness.

Service Advantage  

ACMR has carried out the mystery shopper satisfaction research program since 1998, with rich experience in multiple industries.