Mystery shopping is a tool used by companies or regulatory institutions to measure the quality of service, compliance with regulation, or to audit the products and services available. Mystery shoppers assess a range of customer touchpoints. They might contact a call centre, access website or make an enquiry on a social media page. They might visit a shop and purchase a product or have an advisor visit them at home. After which they will report back on their experience, providing video, audio or photographic evidence. We all know that each customer should be seen not in terms of the value of a single transaction but in terms of the value of that customer's business over a lifetime. It is also generally recognised that it is far, far cheaper to retain existing customers than to attract new ones. The tangible elements of customer service such as delivery-as-promised aren't too difficult to measure. It's the intangible elements which are more tricky - but it's these which are most important to your customers. Elements such as: |
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While most programmes are about measuring customer service, there are a range of other possible objectives including: