Mystery Shopping is one of those skills that every successful venture has tried at one time or another. The problem comes when business owners and managers decide they want to do it themselves. For whatever reason — to save money, “because I know my business,” or because it just seems easier — many business owners try to do their own mystery shopping, only to find that this was a bad idea. Here’s why:
During a mystery shopping audit, a secret shopper will visit your business in order to make a purchase or ask questions. They will take note of environment, cleanliness, product offerings, the employees’ product knowledge and quality of customer service. When they’re done, they’ll submit a detailed report about their entire experience.
You’ve heard the phrase, “when the cat’s away, the mice will play.” This means that when the cat is around, the mice are on their best behavior. So when you shop your own store or restaurant, or have an employee do it, you’re not getting the full picture.
What you need is objectivity. Current employees already have their own ideas and opinions about the business, but a mystery shopper does not. They are hired directly because they have not developed a relationship with your company. They provide an unbiased through the eyes of a customer, not the eyes of someone who knows how things “should” be.
Another issue with doing mystery shopping in-house is the amount of time and planning involved. Although it may seem like an easy undertaking (hire someone, send them out to their store, get feedback), a well-run shop takes more planning.
Companies from Fortune 500 to small businesses typically use a mystery shopping agency in order to have them conduct the audits on their behalf. These agencies are well-versed in the mystery shopping process and can conduct secret shops more quickly and efficiently than those who are not, making them a smart investment for those companies that need solid, unbiased results.
The Mystery Shopping Experience 