汇聚全网市场资讯

A complete mystery shopping research is comprised of many mutual cooperative data sections that contribute to a complex and valid result. A part of the process is called IVR (Interactive Voice Response).

Unfortunately, many companies only view IVR as an alternative to mystery shopping research, which is absolutely incorrect. The above-mentioned two are simply two different data collection methods: subjective assumption and objective observation.

Mystery shopping research provides objective service evaluation from onsite observation of specially-trained shoppers. While IVR is an evaluation method that’s conducted through customer satisfaction survey, and is of high subjectivity and influenced by emotional factors. The actual fact is normally hidden in this kind of survey.

The core difference of the above two methods is that mystery shopping is an evaluation on shopping experience provided by specially-trained shoppers based on standards established in advance. In contrast, IVR is a subjective judgment based on impressions of personal shopping experience of regular customers. They even make judgment simply on the basis of their subjective feelings.

IVR might be useful for the companies that want to know the extreme circumstances happened during services. Customers might raise complaints to respective department due to the existence of this kind of extreme situation. But the fact is, during the actual shopping process, it rarely happens. In a normal purchasing communication, one can only get valid data by mystery shopping research.

MSPA (Mystery Shopping Provider Association) consider that both methods can be applied to service level testing as long as company financial status allows. The objective method with facts to rely on, and the subjective method with consumer opinions or complains to refer to, should be combined in order to provide the company with a better and more comprehensive improvement plan. MSPA also not recommends replacing one with the other.

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