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We all visit various shops every day, purchasing food, household goods, clothing, and home appliances. But if you want to learn how to make money on this business, you can try to choose a profession such as a mystery shopper. Reviews of outlets that ordinary visitors leave are of course significant for the owners of the company and may affect service standards. But the "mystery shopper" (secret client) works according to a certain scenario, and his opinion will be more significant.
A driver at a gas station, a student standing in line for a hamburger at McDonald's, or a couple who apply for a mortgage loan at a bank, can all be united by one profession - a mystery shopper. The feedback they leave should serve to examine the quality of service at this point. This way of earning and occupation is quite new for Central Europe and Russia. There are only a few professional companies on the market that offer these types of services to trade enterprises, banks, and car dealerships. More recently, another specialization has appeared - a secret buyer of new buildings. Seems incredible? However, developers and developers, owners and managers of real estate agencies also want to know how their agents - middle and junior managers - serve their clients. The need for such marketing research is understood by more and more companies. With such fierce competition, which is currently on the market, businessmen cannot afford mediocre and poor quality customer service. In the end, no matter how wonderful the design or the project, whatever discounts the owner of the outlet provides, if the waiter or seller is impolite or incompetent, customers will vote against. With their money, which they leave elsewhere.
The main objective of the mystery shopper study is feedback received after real communication, after a staged or actual purchase or visit to this point. The study of the quality of customer service is carried out not only with the help of detailed questionnaires. This can be audio recordings of conversations recorded by a hidden voice recorder, and photographs. The whole process of customer service as a whole is evaluated: the appearance of the facility, the waiting time for help from the staff, the way and way to resolve a specific issue by the employee, cleanliness and comfort, the result is a successful completion or rejection of the purchase.
After a special briefing, training and visiting the specified place, the mystery shopper writes the reviews in a detailed questionnaire, evaluating all areas that the company management wants to check. He must also express his own, subjective opinion on this issue, describe his emotions and impressions. Some mystery shoppers work with shops, others with banks and restaurants. There is enormous competition for the client in these last two sectors. And if he is dissatisfied with the service, then most often he won’t file a complaint, but he’ll just go to another restaurant, change the bank, and, in addition, tell his friends about all the troubles he has encountered. And this is the most powerful way of advertising (or anti-advertising). A satisfied client will bring friends and family, disappointed - it can scare away dozens of potential visitors. Therefore, reasonably-minded company executives will do everything to make guests happy. And a mystery shopper will help them in this. The reviews that these “secret agents” leave are carefully analyzed by the management, and far-reaching conclusions are drawn on their basis. That is why for such work, such qualities as observation, scrupulousness, good memory, and the ability to express one’s thoughts are very important.
Want to try yourself in a profession like a mystery shopper? Jobs should be sought primarily in agencies conducting market research. They are not limited only to questionnaires, but try to provide enterprises with the widest possible range of analytical services. The mystery shopper often conducts covert surveillance of services at various retail outlets (shops, salons, boutiques, exhibition halls), playing a typical client of the company. The purpose of the study is to assess the actual level of service, which means that the person conducting the research cannot reveal his actual role. Sometimes, auditors need to record a conversation with a consultant on a voice recorder, but in such a way that no one notices or guesses about it. Mystery shoppers conduct research at their place of residence or in places where they sometimes visit, often being guided by their own preferences, and not just by the script. This is a suitable type of extra income for students, mothers on maternity leave, freelancers.
Unfortunately, there is still a stereotypical opinion that the Mystery Shopping research method is a tool for dismissing employees. However, in practice this is far from the truth. The company that orders such a study will analyze the results and what weaknesses the company has and what mistakes the employees make. However, most often the management does not find out about which of the employees the auditors left feedback, because this information was not disclosed. Competent businessmen understand that it is cheaper and faster to retrain and motivate to improve an existing employee than to fire him and train a new one. Thus, the new profession "mystery shopper" directly contributes to raising service standards and has a positive effect on the situation.
