Mystery Shopping has been one of the most widely used practices for decades now. With the Internet taking over and digitalization remodeling our lives, it turned out that it can be successfully applied to the online world as well.
Today, we will look at a few of the most common rules you need to keep in mind if you want your virtual mystery shopping campaign to work out – from the perspective of a business.
First of all, what is Mystery Shopping?
Mystery shopping is a practice that helps to better understand the experience of customers. It implies field-based research made by independent auditors who pretend to be customers. They are called “mystery shoppers.” They visit a particular business and gather information about the quality of service delivery and product.
In the virtual world, a mystery shopper can be asked to check any process: registration, contacting support, using the platform, conducting a purchase, etc.
After the fieldwork is finished (or during), the shopper is asked to answer questions in a specifically created questionnaire.
This practice helps to pinpoint the strong and weak sides of your brand, and create a better customer experience for your clients.
Mystery Shopping DO’s
- Map out areas you want to test. Form a roadmap of customer touchpoints that you know had issues in the past, and start with those. Do it beforehand: it will not only help you provide structure to your campaign but will greatly improve the budget planning.
- Form your questionnaire with your typical customer in mind, and follow their journey. If you are engaging in the mystery shopping campaign, you have probably already made your target audience analysis – or at least vaguely know what your usual customers are like. Create a questionnaire based on their needs, and requirements.
- On the opposite note, if you know exactly who won’t use your service, try recruiting a few of the representative shoppers. You may deliberately find out what prevents you from tapping into that part of the demographic.
- Mix up the objective and subjective questions to get the full picture.
- Find software that will help you be efficient in your research. More on that in the last section.
Mystery Shopping DONT’s
- Avoid asking to make screenshots in places where Personally Identifiable Information is visible. It’s all about safety on the Internet these days, and you don’t want to put your shoppers in danger.
- Be flexible with your scenarios: even if it doesn’t work out as you intended, take the most out of it. For example, if a shopper fails to complete a transaction due to a bug, take it as a chance to fix the issue.
- Do not ignore what you have found out. What is the point of having a mystery shopping campaign, if you do not plan to act on the data? Unfortunately, that is often the case. Make sure you have the time, dedication, and intention to try to turn your business for the better. Otherwise, it’s a waste of time and money.
Automation & Efficiency
Right mystery shopping software will help you automate processes, and save time and money. Checker is a professional platform for Mystery Shopping and CX research, that’s been on the market for more than a decade.
- Automated data collection & graphs;
- Branded dashboards with interactive stats;
- Meticulous QA process for data quality checks;
- Shopper training for better results;
- Easy questionnaire builder, and more.
Checker is an all-in-one platform that will help you conduct successful mystery shopping campaigns – start now.