Finishing time：2016/3/4 11:18:30 Announcer：TRISEARCHER
A mystery shopper can make judgment and analysis over the performance in various aspects of a retailer.
1. Care towards customers
2. Reaction degree
3. Degree of clear thinking
4. Maintenance of enterprise service standard
From the test report delivered to the employer, it’s easier for the latter to evaluate their performance from the perspective of customers. Maybe it’s hard to believe, but the number of newly established mystery shopping companies is growing on daily basis, due to the fact that they now play an important role in market research area.
At present there’s a huge question, which is why clients choose mystery shopping over traditional customer questionnaire or market research techniques. The answer is that an excellent retail mode relies on customer satisfaction. Therefore, it’s necessary to judge from customer perspective of what a good mode is. There’re possibilities of bias existed in the traditional and formal research method. Investigators and respondents might make misleading answers when they face with formal questions. However, in some retail stores of imported goods, the tested staffs have not enough knowledge regarding mystery shopping, so they’ll treat the shoppers no different than other regular consumers. Therefore, the research result will perfectly reflect the status of retail stores.
The employer companies need to get consistent and correct feedback of their employees’ performance from mystery shopping research, which makes the latter make long-term development. Therefore, mystery shopping is widely accepted by many enterprises and it’s still in the growing trend. According to the report of MSPA North America, the industry revenue has reached 600 million US dollars last fiscal year.
The organization is able to protect customer privacy, and they only assign projects to experienced and sophisticated contractor. In many organizations, the contractor is not allowed to survey the same store twice.
