Mystery shopping

Mystery shopping can be used to examine issues such as quality of service, staff expertise and compliance with operating instructions, comparing these across different outlets. Mystery shopping can also be used by brand representatives to find out whether their brand is recommended in the store. Of course, mystery shopping can and should also be used to investigate competitors.

The mystery shopper needs a defined role and task 

When you use a partner like WaveCrest, the mystery shoppers are unknown to the business being evaluated, as they should be. Together, we define a precise role and task for them, which might be to buy a product or use a service, ask specific questions, or return a product or make another complaint. The role may involve something out of the ordinary, such as a special diet in a restaurant or asking for a gift wrapping in a shop. After the visit, the mystery shopper fills in a detailed report of their experience. 

white label FB

We make enough visits

A single visit may be affected by staff rush or staff shortages, resulting in a visit that does not match the average customer experience. It is advisable to make several visits to each branch of the chain, at different times and by different mystery shoppers. Mystery shopping at the right scale is an investment that, at best, will result in a significant improvement in customer service.


We analyse the data

When the survey is conducted at a sufficient scale and the questions are formulated correctly, the result is quantitative data that can be used to compare different outlets and vendors. Sometimes mystery shopping reveals isolated anomalies. Of course, these need to be looked at, but rather than focusing on an individual experience, we try to find trends in the data. 



Further action is a joint effort

Simply commissioning a mystery shopper is like asking "how are you?" but not listening to the answer. For the input to be useful, the results of the mystery shopping must lead to follow-up action. If the results are nothing but praise, be sure to reward everyone involved. If there is room for improvement, there is room for further training, individual or team sparring or at least a refresher course on old lessons. 

Improving the customer service experience is always, above all, a cultural change. When a trainer refers to genuine, irrefutable research findings, staff will see the need for change themselves. Together, we can offer concrete solutions!