mystery shopping

5/19/2018 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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mystery shopping

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