Mystery shopping is a key tool to make sure you’re delivering a top-quality experience to your customers. However, traditional methods can be expensive, time-consuming, and difficult. Find out how innovations in the mystery shopping space can help tackle these issues, allowing you to measure your customer experience effectively.
The importance of mystery shopping
Mystery shopping is an incredibly important way to measure and improve on your customer experience. It can help you to improve customer loyalty and retention by allowing you to perfect how your staff deal with them, how they interact with your stores and define how they feel about your brand. By regularly auditing your stores through mystery shopping and ensuring that you’re consistently delivering a quality shopping experience, you’ll be able to convince your customers to keep coming back.
Mystery shopping can also help you identify any training needs and help you ensure they have good product knowledge, remain on-brand, and are serving customers in the best way possible. It’s also a great way for you to get honest, unbiased feedback directly from those engaging with your brand. That way, you’ll be able to consistently improve and adapt to meet their needs.
The problems with traditional mystery shopping
Mystery shopping is essential, yet the traditional method isn’t as efficient as it could be. Briefs can be long and solely qualitative, covering lots of touchpoints and asking for detailed feedback. This can result in hard-to-digest outputs.
Mystery shopping also requires a number of different skills including good writing, memory, and sometimes even acting. The questionnaires are often long and detailed too, which means that mystery shoppers need to have expertise.
This ultimately leads to mystery shopping companies having smaller networks of people, which in turn makes it tricky to quickly turn around projects at scale. Getting data on stores all across the country can take a long time, which means the insights are already outdated. This also drives up the cost of mystery shopping.
The problem with having expert mystery shoppers is also that they are not necessarily an unbiased third party like you need them to be. They’re trained experts with the sole purpose of analysing customer experience – not actually shoppers – so your results might not accurately reflect the reality.
Innovations in mystery shopping (the new way)
The new approach to mystery shopping, like that which Shepper offers, aims to tackle these issues. We enable and mobilise our network of local people – real shoppers without expertise – to complete mystery shopping activities in our app. Not only is this far quicker and easier than getting mystery shoppers to fill in long, complex questionnaires, it also means that it is accessible to more people. That way we can tap into thousands of unbiased, ‘true’ shoppers quickly and efficiently, allowing you to get full coverage.
This also helps us reduce cost and allows us to visit stores more often, within shorter, specific timeframes. We can get you data within days, not weeks.
We also provide much more quantitative-lead data, which means that your outputs will be far more digestible, with clear summary insights and action points. We deliver your data in our custom-built dashboards.