Mystery Shopping has become a part of the vernacular, and that’s not just because it’s new. Mystery shopping, or m-sourcing as it is sometimes referred to, has become one of the most popular methods for conducting customer satisfaction surveys and improving customer service. And surprisingly, there are different methods out there.
Mystery Shopping Methods
1. Questionnaires
Questionnaires, primarily written ones, are one of the standard methods used for Mystery Shopping. Instead of having to go in person and do the survey person, like is the case with the other methods, you have to fill out a questionnaire by answering a series of questions. Companies can then use the information you provide to make changes or adjustments that need to be made regarding their products/services or delivery of said products/services.
2. Video Surveys
An alternative to written questionnaires is video surveys. Instead of answering questions on paper, you have to watch a video and answer questions. In a similar method, video surveys are also commonly used by companies to help them analyze customer service problems that they have.
3. Mystery Shopping In-Person
This is probably the most commonly used mystery shopping method. Instead of having to fill out questionnaires, video surveys or answer questions on paper, you have to go in-person and conduct an actual survey by surveying people who have experienced the product/service or visit. This method is more in-depth because it allows you to interact with the customer directly and ask them specific questions about their experience.
4. Telephone Surveys
Similar to written questionnaires, telephone surveys are also another alternative. Instead of filling out a paper questionnaire, you have to call a number and answer questions over the phone. A much faster alternative than other surveys, telephone surveys are commonly used for shorter-term projects or projects focused on more minor details.
5. Web Surveys
Usually required when conducting mystery shopping via the internet, web surveys require you to log in and complete your survey on a website. They’re prevalent in companies that conduct online mystery shopping. Surveys can range from simple completion of specific fields to more complex surveys involving multiple questions and branching pathways depending on the answers provided.
6. Call-in Surveys
Call-in surveys are also another conventional method for Mystery Shopping. It is different from questionnaires in that you call a designated number, punch in your code, and go through the questions verbally over the phone. This can be risky as many companies often have caller ID, and there is a chance that they will recognize your number, whether you called from a landline or cell phone.
7. Mobile Surveys
Similar to the other methods, mobile surveys require you to go through surveys on your mobile phone. This is also a newer method, developed in the latter part of 2012. Although not many companies currently use mobile mystery shopping, it’s likely that in the future, this will be one of the more popular methods.
How These Methods Can Help Your Business
Customer Service Improvement
With any business that provides products or services, it’s crucial to have quality customer service. Surveys are commonly used to improve this aspect of a business by allowing companies to get detailed information about the quality of their products and services. This can be used to make adjustments, implement new strategies, and improve customer service.
Site & Operational Analysis
With websites that offer products or services, the mystery shopping process is also commonly used to analyze the website and follow consumer paths. Certain areas may be buggy, poorly optimized for mobile users, or perhaps lack features that should be implemented to better serve customers. Mystery shopping can help identify these issues and allow companies to make necessary changes and adjustments.
Ensure Peak Performance from Your Employees
Businesses that deliver products or services often use mystery shopping to ensure the quality of their employees. By asking employees to go through a survey, it can allow companies to rate their employees and provide them with constructive feedback on how they can improve. This can also penalize lousy performance by not allowing bad performers to conduct surveys.
Generate sales
Surveys are also commonly used by businesses to generate additional sales. When conducting surveys, you can ask customers if they were dissatisfied with a particular product or service or if they would be interested in other products and services that your company offers. This can be a great way to boost sales and improve your bottom line.
Conclusion
There is a wide variety of methods when it comes to mystery shopping. No matter your chosen method, mystery shopping can be beneficial if used correctly. As long as you conduct the surveys and take the information you receive, it can help businesses make necessary changes and improvements that will benefit them in the long run.
