Summary

Synopsis

Increasing sales and heightening customer satisfaction are common business objectives. Learn why companies hire mystery shoppers, what criteria to look for in a mystery shopping firm, how mystery shopping works, and how to maximize the benefits of this type of market research.

Objectives

• Define what mystery shopping is and how it works
• List characteristics to look for in a mystery shopping company
• Recognize some advantages and benefits of using mystery shopping in your company
• Identify how to maximize the effectiveness of a mystery shopping program
• Identify common mistakes made in an implementation and how to avoid them

Outline

• Acknowledgement
• Introduction
• Overview
• Objectives
• Methods of Approach
• Basic Methods
• Complementary Methods
• Why Use A Mystery Shopper?
• Who Benefits
• Identifying Needs
• Mystery Shopping Benefits
• Who Uses Mystery Shoppers?
• The Retail Sector
• The Restaurant Industry
• The Service Industry
• Checkpoint I
• Mystery Shopper Profile
• Secret Agents
• Selecting the Right Shopper
• Choosing a Mystery Shopping Company
• Where to Look
• Finding Alignment
• Key Issues
• The Mystery Shopping Process
• Step by Step
• Maximizing Effectiveness
• Checkpoint II
• Additional Tips and Hints
• Common Pitfalls
• Success Strategies
• Practical Examples
• Case Studies
• Final Checkpoint