Mystery Shopping is a research method that is primarily aimed at assessing the services of companies and institutions.
Mystery Shopping as a research method
Mystery Shopping is a research method that is primarily aimed at assessing the services of companies and institutions.
Principle and positioning
This often also involves determining whether the service is provided in the form and in the manner in which the employees have been instructed. That is to say: the employees shape and implement the service in accordance with internal agreements and prior training. A defining characteristic of this method is that the researcher carries out the assessments at the place or location where the service is created and delivered, and that the persons involved in the delivery of the service are unaware of the fact that the recipient of the service is not the usual customer, but a researcher. The researcher carries out his work for a research agency that is specialized in this type of research. The research bureau carries out the assignment for a paying client. The unique strength of this research approach lies in the fact that the service, which is intangible, and which is created at a certain moment, and in a certain setting, is actually assessed there and then. This assessment therefore takes place in the natural setting of the service. This means that the external validity of the research can be optimized, and this generally leads to the actual realization of a high external validity.
Applications
Mystery Shopping takes place at companies and institutions that attach great importance to the way in which (sales) employees perform their tasks in the eyes of the buyers (customers). This type of research is therefore also referred to as ‘guest-oriented research’ named. This is not about rational sales processes and the formal steps that go with them. What is important is the way in which the employees behave in a professional setting and the way in which the customer or customer is treated. How is the treatment? Do people act proactively and with knowledge of the facts? How do you deal with customer wishes, even if they are atypical? How do employees contribute to a positive customer experience that leads to customer satisfaction, and which necessitates repeat purchases? How the ‘customer service experience’ to maximize? In summary, this concerns assurance (checking) and experience (customer orientation and customer experience). Clients can be found in retail, healthcare, automotive, hospitality, general services and non-profit organizations.
Procedure
The research process starts with one or more briefing conversations between the research agency and the client. During these discussions, it becomes clear which aspects of the service offer room for improvement, or for which aspects of the service there must be (more) certainty whether it is being delivered in accordance with the agreed procedures and quality requirements. This is the management problem. The problem analysis, including the research questions, is based on this. The design of the sample is related to the structure of the company or institution. For example, for research at a hospital with 20 outpatient clinics, it may be decided to include all of these in the research. The analysis is then performed per outpatient clinic. Often this involves a certain period of time. For example, one decides at least 6 patients – based on their observations - to have a questionnaire completed within two weeks. In automotive research, one can decide to deploy one mystery shopper per month for 12 months. But it is also possible to have 30 mystery shoppers make their observations within a month. Selection criteria usually come from the client. This includes characteristics such as gender and age. Often the total number of observations for a study is 20, 40, and sometimes as many as 50 observations. Based on the research questions, the research firm designs a script detailing which tasks the observer must perform in which order when visiting the service company, and which precise observations he must perform during that process. Examples of tasks are buying a product, purchasing a service, asking certain questions, or displaying certain types of behavior as a customer/customer. For example, the researcher can rent a hotel room and ask for a doctor in the middle of the night. In doing so, he determines whether he is being helped to find a doctor, and how quickly and effectively this process is taking place. Another example: the researcher dines in a restaurant, and asks specific questions about the wine offer. Or he asks whether certain products on the menu can be replaced or adjusted. In addition to using a script, the person who actually uses the service in this situation completes a questionnaire. Such a questionnaire contains both open and closed questions. In each case, this concerns the treatment, the professional knowledge and the solution-oriented approach of the employees. In addition to this, observations can also be made regarding the environment in which the service provision takes place. In this way it can be observed whether this environment is clean and safe. Immediately after the visit, the observer fills in a list in which the observations and assessments are processed in a structured manner, as well as the substantiation of these observations/assessments. Data can therefore have both an open and a closed character. This data is then processed and analyzed by the research bureau. The results often take the form of tabular overviews, and the results are made SMART. Finally, a report is made to the client. Often this report includes comparison results related to past performance of the same company, or comparable companies in the same industry (‘benchmarking’). If necessary, a zero measurement is first performed for this purpose. Comparisons based on certain criteria can also be offered, or a so-called ‘gap analysis’ place, comparing the actual with the ideal situation. And, of course, recommendations are made that either lead to the perpetuation of a high quality of service, or to the improvement of (aspects of) the service provided by the client. Things that go well are listed separately. These can be forwarded by the client to the relevant staff members, in the form of compliments. Shorter studies have a turnaround time of two days to a week; longer studies can take up to a year.
An example of an auditor's investigation (service audit)
Objectives of the client
A bakery trade association offers its members an experience survey to experience whether they meet the high quality requirements.
The command
· On arrival you look at the immediate surroundings and the outside of the bakery.
· You look at the layout of the shop window.
· You walk into the shop and carefully examine the range and the way it is presented.
· You pay attention to any promotions/offers and to stimulate customers there is often a sample board.
· You buy in any case one of the products you inquire about, you may supplement this with other products if you wish.
· Don't forget to bring the receipt!
Scenario
Scenario 1 Friday: You are looking for a dark bread with 100% whole wheat flour but which does not contain flour (usually white bread is made of this) with roasted malt. In addition, you are looking for something delicious with your coffee. You drop that this is for tonight's visit. Wait and see if the employee spontaneously makes suggestions for something tasty.
Scenario 2 Saturday: You are looking for a bread for someone with wheat gluten intolerance. You keep asking to make sure it is 100% wheat free. In addition, you ask whether the baker sells tasty spelled products, stating in the questionnaire what the employee offers and how.
Several observers are deployed to conduct the investigation.
What about the quality requirements of such research? And what does the increase in technical possibilities have to do with the future of Mystery Shopping? You will read it soon.