How To Design a Mystery Shopper Program

By Paul Bell, Director of Business Development, on April 04, 2017

Determine the metrics

Designing a mystery shopping program starts by working with qualified and dedicated teams that can help you create a program to measure important aspects of your customer experience. With IntouchShop, you work with a team that helps you build sophisticated programs for your goals.

Once the objectives of your mystery shopper program are established, the next step is to determine the specific metrics. This could be anything from elements of the sales process, customer service, procedure and policy issues, employee availability, general attitude, aspects of a promotion, or any other metric that’s critical to your customer experience. Next, you need to weigh these elements in relative importance to each other so that you can achieve a quantitative representation of the impact they have on your business. The finer you tune the metrics, the more relevant your results will be.

(This blog is part three of a three-part series on improving customer experience with mystery shopping.)

Develop the methodology

Now that you have your objectives and criteria, the next step is to develop the mystery shopping methodology. At this stage, there are many things to take into consideration:

  • Frequency of shops
  • Timing
  • Execution
  • Format
  • Scenarios, etc. 

It’s critical that the methodology be clearly developed in order for the information you receive to be useful and an accurate representation of your customer experience.

Establish how you need the data reported

There are a number of ways to represent data collected from mystery shops, but you need to determine what will work best for your organization. Who needs to see the data, and what parts of the data do they have permission to view? For example, you may not want to share data from all of your stores with each location. Figure out what works best for you so that you’re able to utilize your results effectively and accurately.

Conclusion

Once you fully understand the benefits of mystery shopping and see how it can help your business, it will become clear what types of shops could improve your performance. Use mystery shopping as a way to evaluate performance and use your results to truly understand your customer experience. Please contact us for more information on mystery shopping programs that will meet your goals. 

Continue exploring our Three-Part Mystery Shopping Series 

Back: The Mystery Shopping Process  |  Start from the beginning

Find out more about your customer experience. 
Explore IntouchShop mystery shopping programs.
custom-shop.png