MYSTERY RESEARCH AS A MULTIFUNCTIONAL INSTRUMENT FOR MEASURING AND OPTIMIZING THE CUSTOMER EXPERIENCE
Mystery research includes all instruments for an objective evaluation of business transactions from the customer's point of view using defined realistic test scenarios.
The best-known instruments are test purchases (mystery shopping), test calls (mystery calls), email tests (mystery mails).
Special forms such as mystery chats, mystery guests, mystery promotions, campaign checks, store checks, test thefts, competition checks, feedback tests, etc. are test types focused on a specific task or industry.
Information collected with mystery research is mainly used for the development of employees with regard to the optimization of customer satisfaction, customer orientation, customer service, quality in customer contact, customer loyalty, quality of advice, compliance with standards, competence, training successes, protection of minors, etc.
Special forms of mystery research focus on the survey of prices before/after negotiations, as well as a review of compliance with legal or contractual regulations.
Synonymously used terms are mystery shopping, anonymous tests, or covert test procedures.
Mystery research as a supplement to customer surveys
In contrast to customer surveys, mystery research provides objective results and is thus a complement to other forms of customer satisfaction measurement.
Mystery research generates fast, cost-effective, and very helpful results for the customer experience and appearance of a company from the perspective of its customers. Mystery research is suitable for use in combination with customer surveys, as the subjective feelings of customers can be compared with objective facts, thus providing a complete picture of the customer experience.
Typical test criteria are:
- Measurement of external impression / internal impression
- Presentation of goods
- Availability of goods
- Employee behavior
- Employee competence
- Needs analysis
- Product presentation
- Closing behavior
- Overall impression
IN WHICH INDUSTRIES IS MYSTERY SHOPPING USED?
Mystery Shopping is used in all B2C industries and a wide range of B2B industries: Pharmacy, Doctors, Automotive, Bank, Building Societies, DIY Stores, Government, Federal Government, Call Center, Computer, Consumer Electronics, Service, DIY, Retail, Energy, Event, Specialized Trade, Fitness, Hairdresser, Craft, Financial Services, Gastronomy, Health, Trade, Hotel Industry, Real estate, Industry, Municipalities, Cosmetics, Food retail, Logistics, Trade fairs, Furniture trade, Motorcycle trade, Public sector, Public transport, Perfumery, Pharmaceuticals, Promotion, Travel, Service centers, Forwarding, Cities, Telecommunications, Tourism, Publishing, Insurance, Magazines.
REQUIREMENTS AND ACCEPTANCE OF MYSTERY SHOPPING
In order to obtain meaningful data, a large number of requirements must be observed. This applies in particular to the design of the questionnaire, the selection and training of the test subjects, the involvement of employees or staff representatives, and the communication of results.
Mystery research should never be used as an instrument for disciplining, but exclusively as a tool for efficient organizational and employee development. Mystery research is not subject to co-determination in Germany as long as no identification of individual employees takes place. If carried out correctly, the instrument also finds great acceptance among employees, as their own performance, training, and employee deployment can be improved in a targeted manner.
If you also want to make use of the manifold possibilities of mystery research, you should seek advice without obligation. In concertare you will find a professional partner for all questions on the subject.
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