The Advantages of Mystery Shopping
In business, as in life, you seldom have a second opportunity to make a strong first impression. As a result, the initial impression of a client entering a shop or service point is critical. The mystery shopping approach enables businesses, particularly franchise networks, to undertake effective monitoring in terms of maintaining customer product and service quality. The term "mystery shopping" refers to a professional assessment of the real consumer experience to maintain that good first impression of the business.
What is the Mystery Shopper technique?
In practice, a Mystery Shopper is a professional auditor that inspects the premises, analyzes the surroundings, and speaks with the employees to check the quality of service. The audit is carried out implicitly, allowing the information gathered during the inspection report to be used as an impartial source of data. As a result, the company owner or franchisor will be able to choose what changes to make.
The most important aspect of a Mystery Shopper is that he behaves exactly like a regular customer, with no hint of his actual identity. The Mystery Shopper's secret Identity is a component that permits a legitimate audit to be carried out.
The Mystery Shopper approach is primarily tailored to the company’s specific needs. It should be a detailed approach that includes expertly produced questionnaires, a scenario of executed observations, organizing the audit schedule, and getting the necessary information.
How does the Mystery Shopper function?
The Mystery Shopper, disguised as an ordinary customer, visits places of sale or service and observes the business based on a pre-planned scenario. This covert scenario enables the Mystery Shopper to retain objectivity while collecting the data requested by the client. In addition to the secret inspection, the Mystery Shopper may ask employees for help, purchase advice, recommendations of specific articles - The kind of information obtained defines the audit's course of action.
A franchise's use of a Mystery Shopper
Customers expect the same level of service, products, and environment at every branch they visit. As a result, franchises rely on consistency of service and brand to thrive and flourish. If each branch does not provide the same quality of customer service or shopping experience, the brand's reputation suffers. Franchise owners may not always have the time to visit each location and analyze its effectiveness. That is why the employment of a mystery shopper may be useful in this scenario.
Mystery shoppers are an excellent way for franchise owners to gain an objective and critical look at their company's performance. Their assessment of the quality of service provided by the employees and the service would be included in this report which can really assist in identifying potential business dangers and undesirable workers before they hurt the company's image.
Thanks to the findings of the mystery shopping report, many critical business decisions can be implemented. Changes in branding, operating methods, new goods, and new software are just a few examples. The newly adopted improvements would draw more prospects and enhance the company's reputation. Having the most up-to-date information would allow the franchise to make key decisions for the company's growth and success.
The European Franchise Federation unites a network of national franchise organizations that share the same fundamental principles to promote and preserve the franchise industry.
If you are thinking about purchasing a franchise or franchising your own company, these books are a great place to start.
The World Franchise Council is the leading platform for fostering collaboration and cooperation among international franchise associations.
Master franchising is used to accelerate business growth in a whole new region with minimum resource commitments.
The idea of tapping into new global markets is financially appealing to any ambitious business owner.
The Fornetti Group is working to become a leader in the franchise market of frozen bakery products not only in Hungary but also in Europe.
Thinking of franchising in the European Union? Find out exactly who regulates franchising in the world’s biggest single market.
Having been in business for 50 years, franchisees have a lot to be proud of.
Brick by Brick brings STEM to life with Lego.
The European Franchise Federation gave itself a mission in the early 1970’s to bring clarity to the rights & obligations in a franchise contract by developing the European Code of Ethics for Franchising.