A very relevant area within marketing and the sale process is market research, within this practice, the gathering of qualitative and quantitative data is fundamental in order to measure the consumer’s behavior in regards with a product or service.

There are a diverse number of tools and strategies to gather this information, like surveys, interviews, focus groups, etnography and Mystery Shopping.

Regarding Mystery Shopping, it is a qualitative research technique which has the goal of evaluating a company’s different aspects: employees’ knowledge of the products or services, customer service, sales process and closing, how the information regarding services or new promotions is given to the users, worker performance and many more.

This technique is very important because when you perform Mystery Shopping, you directly evaluate your company’s customer service: welcome, form of service, cleanliness of the location, shelf arrangement, employee appearance.

Employee training is also a very important aspect, because they are your business’ direct ambassadors: if the information they have is in accordance with the products or services, if there is a willingness to resolve a client’s questions, the ability to resolve any difficulty with the product, customer service given to difficult persons.

When you implement Mystery Shopping, every company has a training manual for their shoppers, with defined activities for each client that requires this research. If upon a first visit, there’s a score of 60%, then an evaluation will be made to know which measures need to be implemented. On a second visit a higher percentage can be reached, this represents an improvement in the company’s processes.

Which companies can benefit from Mystery Shopping?

Those where customer service can be evaluated; and the user’s experience can be improved: obtaining a result that is closer and more precise with reality. This technique allows for the executions of actions that will yield a result in the short term. And in business, time and people are very precious.

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