Why Mystery Shopping Is NOT Dying A Death
There are lots of different tools available to use when businesses are looking to gain more of an insight into what their customers really want. Traditionally, businesses would use market research and research programmes can help them to develop an understanding of their USPs and drive strategic decisions for future growth. Alongside market research, lots of businesses would also use mystery shopping services to improve their business for their customers.
Over the past couple of years, many have started to explore ‘live customer feedback’ too and this has become such a popular way to measure customer experience that some are even starting to question whether mystery shopping is actually relevant anymore. Whilst there are undeniable benefits to receiving feedback from customers, businesses still need mystery shopping services and they shouldn’t be substituted for live customer feedback.
What is mystery shopping?
Mystery shopping involves a mystery shopper interacting with a business and providing feedback on their first-hand experience. There are lots of types of mystery shopping, from face-to-face mystery shopping to online mystery shopping and telephone mystery shopping, and these are all equally as useful to businesses. Mystery shopping is still considered to be one of the best ways to truly understand the customer experience in real-time and it enables you to see what’s really happening in your business from an objective and unbiased point of view.
What is live customer feedback?
Live customer feedback involves asking for feedback from customers after they have interacted with your business. There are many different ways to receive customer feedback, including; customer surveys, feedback forms, reviews and testimonials, and they will all be asking customers to provide an insight into their experience of a business. Whilst providing feedback, customers will express their thoughts, feelings and perceptions of a business as a whole.
Why does mystery shopping remain to be so important?
Although lots of businesses are considering substituting mystery shopping for live customer feedback, these are actually two very different tools that shouldn’t be used interchangeably. Commonly, customer feedback will just provide you with the personal opinions of your customers and this can be incredibly helpful, but mystery shopping can offer so much more than information about how customers feel about your business.
Mystery shopping provides a deeper dive into your business and it will enable you to understand what customers usually experience when interacting with you. Getting an insight into your customer journey from the perspective of a typical customer is undeniably useful, and it will enable you to make any required changes to improve your overall customer experience, ensuring it is meeting pre-defined standards exactly as intended.
Not to mention, mystery shopping presents you with information about your employees and the customer service they provide to your customers too. A mystery shopper can give you eye-opening information about how much your team really knows about your business and your products/services. Using this information you can then provide additional training when required, which can, in turn, improve customer satisfaction. By regularly arranging mystery shops, you can continue to monitor the quality of your customer service too.
The accurate and deep understanding you gain whilst conducting mystery shops will help you to ensure you’re excelling in all areas and that certain aspects of your business aren’t letting you down. Mystery shopping offers an all-inclusive insight rather than just the thoughts of previous customers and it is one of the most useful ways to understand how well your business is operating thanks to the honest and objective feedback provided by expert mystery shoppers.
Finding a mystery shopping agency to work with
All in all, it goes without saying that although live customer feedback is something that all businesses should be paying attention to, this feedback shouldn’t be replacing mystery shopping altogether. There are a number of advantages to using mystery shopping services that simply can’t be overlooked and all businesses should continue to use these services alongside listening to live customer feedback.
If you would like to find out more about mystery shopping agencies, feel free to get in touch with our expert team here at Proinsight. We know that customers interact with businesses in a variety of ways, so we provide a comprehensive portfolio of mystery shopping services to businesses. We also know that every business is unique and therefore we create bespoke packages for our clients, ensuring their individual needs are being met. We look forward to hearing from you and helping you to reap the many benefits associated with mystery shopping.