Mystery Shopping
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Transcript of Mystery Shopping
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THE MYSTERY
By:
Ronak Parmar
Sakshi Guleria
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Welcome to the covert, cloak-and dagger world of the
mystery shoppers: The new way to check service standards
and employee integrity
UNVEILING THE MYSTERY
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TREAT
YOUR
AS
Customers
KING
1
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Mystery
Shopping
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Mystery shopping:
A performance
Evaluation Tool
Mystery Shopping is the
practice of using trained
shoppers to
anonymously evaluate:
Customer service
Operations
Employee integrity
Merchandising
Service/Product
quality
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HISTORY OF MYSTERY SHOPPING
Initially, it was a technique used by private investigators toprevent employee theft-primarily at the banks and retail stores.
In 1940s, Wilmark coined the term mystery shopping andbegan using the method for evaluating customer service.
In the 1990s it was fuelled by internet, the mystery shoppingindustry experienced rapid growth and acceptance.
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What gets measured gets done- Tom Peters
Need toDifferentiate
It costs 10x more toget a new customerthan to keep anexisting one.
One unhappy customerwill tell 5 other peopleof their bad experiencewith service
Marketing 3.0
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MYSTERY SHOPPING METHODS
On-site shops
Telephone shops
E-commerce web site
shops
Hidden video/audiorecording
Full narrative
shops(qualitative)
Checklistshops(quantitative)
Purchase & return shops
Discrimination (matched
pair) testing
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The four types of
mystery
shoppers
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Bare International Name of founderDale & Michael bare
Grassroots India Name of head Girish Khare
International Service Check
My Mystery Shop
AQ Services
Top Mystery shopping companies
in India
Kaiz Consult
Red Quanta Name of founderPankaj Guglani
WeMark India
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How is it done?
Step 1: Setting objectives and goals
Step 2: Program & Questionnaire design
Step 3: Defining & Recruiting shoppers.Step 4: Data Collection
Step 5: Data Preparation
Step 6: Reporting
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Case Study- Luxury Retail
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Action Time
Physician Mystery Shoppers
Physician Retention Program
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Expanding Role
Wemark Team: Gaurav pachauri(MD), Prateek Sinha(CEO)
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Key References
http://www.redquanta.com/index.html
http://economictimes.indiatimes.com/magazines/p
anache/mystery-shoppers-the-new-way-to-check-service-standards-and-employee-integrity
http://news.bbc.co.uk/2/hi/business/6316617.
stm
http://conversation.which.co.uk/consumer-
rights/pharmacies-pharmacists-investigation-
boots-superdrug-cooperative-lloyds-rowlands/
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