Mystery shopping has great flexibility. It’s not only for anonymous buying from retail shops. We have used it in testing wedding venue offers, booking train tickets, house buying and the use and positioning of promotional posters. For maximum client value there must be an atmosphere of complete trust and willingness to absorb the implications of the findings.
A good mystery shopping programme will ‘complete the circle’ of staff training and evaluation. It will be based on recent training programmes and can identify where the training has been effective and more importantly where extra training is required.
A key element of the scenarios which are used is that they should be realistic, presenting the kind of every day enquiry that staff can be expected to deal with.