Mystery shopping

Understanding the customer experience

Objective customer feedback

The British do not typically complain. And despite a plethora of reviewing tools encouraging customers to rate and review, a tiny proportion of customers take the time to complain about unsatisfactory experiences – often going silently to take their business elsewhere without giving any feedback. This limits the ability of companies to understand their weaknesses and make the changes necessary to retain these customers. Our mystery shopping services provide a highly effective way of understanding the customer experience through objective customer feedback.

Customer satisfaction

Our researchers pose as typical shoppers and complete feedback pertaining to their experience, assessing levels of service, customer care, staff capabilities and customer satisfaction. We have undertaken assignments in a variety of situations and with several clients all seeking to gain competitive advantage. Mystery shopping services can be undertaken face to face or by telephone.

Settings

Mystery shopping does not have to be constrained to consumer environments. Eureka! Research have successfully undertaken exercises involving merchant and showroom settings. This can involve posing as tradespeople, experienced DIYers or enthusiastic householders. We have also undertaken a ‘paired’ approach where we accompany trade professionals, posing as an apprentice or colleague to make direct observations.

Types of mystery shopping

Employee performance

Branch performance

Brand and category portrayal

NPS surveys

U

Competitor intelligence

l

Stock checking and display

SMS surveys

i

Fact checking and policy compliance

Purchase and return shop

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Not sure what's best for you?

We’d love to bounce some ideas around with you. Either get in touch with us below or have a further browse of the different research services that can be applied to your business conundrums.

Not sure what's best for you?

We’d love to bounce some ideas around with you. Either get in touch with us below or have a further browse of the different research services that can be applied to your business conundrums.

The Eureka! approach

Once the project objectives and target audiences have been agreed, we progress through these key stages.

Scenario planning

We will develop several mystery shopping scenarios that we will use in our work together. These will be designed collaboratively and seek to emulate the real-life experiences of customers. As part of this process, we will also write a topic guide to ensure each ‘shop’ has a structure to it and we can capture all of the relevant information.

Briefing

Our experienced team of researchers are briefed on the project and the lead researcher explains the objectives in more detail and points out any areas that might be interesting to probe on.

Notification

It is often appropriate to make staff aware that a mystery shopping program is being undertaken.

Fieldwork

A typical study might have 10 – 20 visits, each lasting anywhere from 10 minutes to 90 minutes depending on the research requirement. Studies can last from days to months depending on the scope. Discreet photography or recording may also be possible, subject to the appropriate guidelines being in place.

Debrief

We think it is important that all members of the research team have the opportunity to share their experiences with each other and identify common threads and issues. This can have a profound impact on the recommendations we make to a client.

Reporting

We will develop a report, varying from a top-line summary to a fully detailed output (dependent on client requirements). Check out free examples here. Of course, a presentation either in person or virtually is offered.

Eureka! Research

The Mill | Radford Road | Alvechurch | Worcestershire | B48 7LD

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