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MYSTERY SHOPPING

Group 1
Introduction

 Mystery Shopping is a form of


Market Research where
individuals are trained to
observe, experience and evaluate
the customer service process of
an organization
What? How? When? Where?
 http://www.youtube.com/watch?v=xOtzhxfM

Mystery Shopping
 Application  The What and The How
 
 Retail  Shoppers are given instructions
 Restaurants  To test the knowledge and service
 Financial Institution skills of the employees
 Convenience Stores  Overall Customer Experience
 Gas Stations
 Service Providers
 Manufacturers
 Department Stores
 Travel and Entertainment

Mystery shopping assignments
 The legitimate mystery shopping companies in the
industry NEVER charge fees to the shopper
 The registration process with leading mystery
shopping companies has improved over the years.
 Be willing to accept last minute assignments and
treat bottom-of-the-barrel assignments just like
top-of-the-line assignments
 Complete all assignments on time
 Go hi-tech
 However, it is no longer mandatory for Mystery
Shopping to be a ‘Mystery’

How to become Mystery
Shopper
v Good observations skills

v Computer skills
v
v Flexible

v Ability to work independent


v Good communication skills


v
v Comfortable in acting
How to become Mystery
Shopper
v Certification
v Registered Company
v Some of the steps to find start mystery
shopping:
v Visit www.mysteryshop.org for a
list of companies that are MSPA
members.
v Contact mystery-shopping
companies
v Sign up with as many companies
as you can.
v Be quick.
v Complete the first assignment as
Steps in the Mystery Shopping
Process
1.Familiarise

2.Route Plan

3.Conduct the Branch Visit

4.Complete the Questionnaire


Familiarise
Step Step Step Step
1 2 3 4

 Scenario

 Questionnaire

 Each stage of interview


process


Route Plan
Step Step Step Step
1 2 3 4

 Plan your route so it suits you


best
 Look up the location of the
branches
 Ring the branch to ask for
directions, if required
Branch Visit
3. Conduct the Branch Visit

Step Step Step Step


1 2 3 4

 Bring what’s needed for your transaction…


 Be natural! Imagine you are carrying out one of
your everyday transactions. You should act,
think and question just as you would in a real
situation.
 Do not fill out the questionnaire or bring any
mystery shopping material in the branch.
 No kids please!
Complete
4: Questionnaire
Complete the Questionnaire

Step Step Step Step


1 2 3 4
 Each branch has a link. It’s essential that
you click on the correct link for that
branch.
 Complete the questionnaire online (Try to
complete it the same day) DO NOT FILL
THE QUESTIONNAIRE IN THE VICINITY OF
THE STORE/BRANCH VISITED
 Please try to avoid using the N/A option
 Explain scores in the comments section
 Careful with your spelling
 Once the questionnaire is completed it is
Checklist
 Number of employees in the store on entering
 How long it takes before the mystery shopper is
greeted
 The name of the employee(s)
 Whether or not the greeting is friendly, ideally
according to objective measures
 The questions asked by the shopper to find a
suitable product
 Speed of service
Checklist

 The types of products shown


 Whether or how the employee attempted to
close the sale
 Whether the employee invited the shopper
to come back to the store
 Cleanliness of store and store associates
 Compliance with company standards
relating to service, store appearance, and
grooming/presentation
Sample Questionnaire
 BUSINESS (Store) NAME:

PREPARED BY THE RESEARCH


___________________________________

THE CLIENT
OBJECTIVES PROVIDED BY
PROBLEM STATEMENT and
AGENCY , BASED ON THE
 ADDRESS:_______________________________________________
 MYSTERY SHOPPER'S
NAME:_______________________________
 DATE AND TIME OF SHOPPING
EXPERIENCE:__________________
 YES/ NO – Answers – Give Reasons for your Choice
 Was store clean and neat?
 Was lobby/waiting area clean?
 Was your presence acknowledged within a short time of
arrival?
 Were you greeted in a friendly manner?
Sample Questionnaire
 Did they offer to assist In the space provided below, please give a summary

of your shopping experience.

you with problems? ______________________________________________


How do you rate this establishment?


 Were they courteous? ____________Excellent


____________ Good
Did they know their


____________ Fair

products well? ____________ Poor


 Were the dressing rooms


clean?  Based on your experience, would you shop at
this location again in the future?
 Did they thank you for  Your signature
shopping with us? _____________________________________

Date Submitted _________________




Mystery Shopping |
Examples

 Fortune 500 firms to small businesses are


 employing mystery shopping services
spending
 more than $600 million annually
es that Hilton Hotels and restaurant-chain P.F. Chang's
g a major component of its turnaround plan and has used
heir details were captured and obtained, were shown the car properly, and we
king for, was to take our mystery shopping programme to the next level, to add real va
ercedes Car Group undertook a comprehensive tender selection process to find the mos
Why Mystery Shopping??
 How are the company’s employees performing when they are not
being observed by a superior
 Understand the practices of the competitors
 Identify the gap between what has been promised and what is
being delivered on ground
 High standards of customer service help companies to charge a
premium for their services
 Helps ensure repeat business and increased customer retention
rate
 Helps a company to differentiate in a market which is becoming
increasingly commoditized
DO’s and DON’Ts
 SOP: Companies DO NOT charge the mystery shopper any registration fee
for training etc

 Con: Bogus schemes ask for some nominal registration fee

 SOP: companies pay only after the shopper has shopped and has filled up an
evaluation form

 Con: company promises to send across a check to be used for shopping


purpose in advance

 SOP: Companies screen their candidates before hiring them as mystery


shoppers

 Con: there is no screening process, one gets hired as soon as he shows


Thank You…
 Jugal Kothari
 Nehal Pandya
 Ramit Bhel
 Rika Bothra
 Sai Sarkar
 Siddharth Joshi