Mystery shopper (Mysteryshopper)
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A mystery shopper is responsible for visiting stores, restaurants or other service businesses to check the service. It is mainly the large retail chains and other companies that use mystery shoppers to check the service. A mystery shopper is hired and given specific points on which the service must be checked. A mystery shopper will not report in advance that he or she is going to visit a store because otherwise the research method is not representative. A mystery shopper will therefore visit stores and then report what his or her findings were. In order to be able to check the service offered in a good way, the mystery shopper will have to know the policies of the organization because organizations can use fixed methods, which must be followed by the store staff. Think, for example, of offering a customer card, offering cash register bargains or greeting customers in the right way. These are all different points, on which a mystery shopper can check. It is not the case that mystery shoppers only check shops because mystery shoppers can also carry out research via the internet. Think, for example, of sending e-mails and calling companies to check the service. The substantive activities of a mystery shopper can differ per assignment because the purpose of an investigation can differ per assignment. The findings of the mystery shopper are passed on to the organization with the aim of raising the service level to a higher level. The profession of mystery shopper is becoming more and more common in practice, and not only within the retail sector. Consider, for example, the catering industry, in which restaurants are visited. Another name for mystery shopper can also be mystery guest.
A mystery shopper is therefore responsible for testing the service at fixed points. A mystery shopper usually works within the retail sector and works for a retail chain. For retail chains, it is important to check sales associates to check whether the service offered meets the expectations of the organization. If research shows that store employees do not apply certain points properly, the retail manager can take measures by offering targeted training to the staff. As a mystery shopper, you generally have to deal with fixed points that need to be checked. Think, for example, of the greeting, the approach, the service, the advice, the offering of the customer card, the offering of cash register bargains and the general impression. The overall impression can also relate to the appearance of store staff and to the cleanliness of the store. As described earlier, a mystery shopper can also check other service companies. Consider, for example, calling or emailing insurance agents to check the service provision. Another example is visiting restaurants or fast food chains. In that case, a mystery shopper will not be responsible for assessing food items because this is part of the work of a restaurant critic.
CUSTOMER SATISFACTION SURVEY SHOPS AND COMPANIES
Customer satisfaction surveys are conducted to bring service delivery to a higher level. This may mean that branch managers or managers are held accountable for points that can be improved. Consider, for example, the failure to open an extra cash register quickly enough, causing customers to wait too long, or sales employees who are not proactive enough. Another important point can be the sales technique. Most small and medium-sized businesses expect sales staff to actively ask questions, so that additional products are sold. Think, for example, of customers who have bought a new television. In that case, it can be expected that a sales employee asks if there is interest in additional insurance or separate accessories. If store employees do not ask this, this is a missed opportunity for extra sales. Customer satisfaction surveys are conducted in practice in different ways and can differ per survey. Consider, for example, also asking whether customers are satisfied with the offer of the store. This type of research is important for market researchers to be able to carry out targeted market studies.
INTERNET CUSTOMER SATISFACTION SURVEY
Customer satisfaction surveys are now also held among webshops and other internet entrepreneurs, who offer service services. In that case, a mystery shopper can be used to check customer service. In addition, a mystery shopper can check whether the aftersales are applied correctly. This relates, for example, to sending emails to customers to assess the service and experience, or relates to offering additional products, which match the previously purchased products. Via the internet, it is a lot easier to ask people about their experience. When buying via the internet, it is often the customer himself who will share his experience. Nowadays, most companies also use webcare employees, who are responsible for further improving the service.
WHAT DOES A MYSTERY SHOPPER DO:
TRAINING TO BECOME A MYSTERY SHOPPER
A mystery shopper does not have to have a specific training because everyone can work as a mystery shopper. In practice, it is true that professional mystery shoppers often work for a research agency or marketing agency. In that case, the name retail expert may apply. It is not the case that all mystery shoppers work professionally. There are quite a lot of research agencies that use private individuals. These types of investigations can focus on physical stores or the internet. In addition, there are also plenty of external training institutes where you can follow a course.
COMPANIES WHERE A MYSTERY SHOPPER CAN BE EMPLOYED
A mystery shopper is usually a hired force, who works on assignment for a middle-class person. Think, for example, of checking drugstores, garage owners, diy stores or garden centers. A mystery shopper can also work indirectly for a research agency. Most mystery shoppers must be regarded as private individuals, who receive a small fee for the work.
COMPETENCES MYSTERY SHOPPER
The most important competence of a mystery shopper is independence because making a good assessment is only possible if there is independence. Another important competence is truth-finding because a mystery shopper must experience for himself how a certain service is offered. In other words, a mystery shopper should not be influenced by the opinion of other people. Communication can also be regarded as an important competence. Generally important words are independence, research skills, motivation, testing, reporting, honesty, energy, realistic, reliability, planning and organizing.
LABOUR MARKET PERSPECTIVE AND CAREER OPPORTUNITIES AS A MYSTERY SHOPPER
The labour market perspective of a mystery shopper does not apply because it concerns very specific activities. There are not many people working full-time as mystery shoppers. There are also no real career opportunities as a mystery shopper because the profession of mystery shopper cannot really be seen as an ordinary profession. A mystery shopper is, in most cases, a private individual, who is hired for assignments.
TERMS OF EMPLOYMENT AND SALARY MYSTERY SHOPPER
It can happen that as a mystery shopper, you have to drive far to check shops. Usually, you get an email at home with times and location where you have to go. A mystery shopper does not have a fixed salary, but receives an expense allowance for his services. The profession of mystery shopper alone is generally impossible to make ends meet.
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