Mystery shopping is a marketing tool, used as part of market research. Such a tool is usually used to measure the quality of retail service given to customers. Nowadays companies specializing in secret shopping service help in making the best use of this tool.
The company hires anonymous shoppers to evaluate the service given by their employees. The mystery shoppers are then given a set of instructions, such as what questions to ask, what to buy, something to complain about, what to look out for etc. After they leave the shop, they fill in a questionnaire, which is then evaluated as part of the research.
In this way, through the use of mystery shopping and customer survey programs, useful critical information about the service given by the company is collected, which helps in improving the quality of service given, thus ensuring customer satisfaction and a long term relationship with customers.
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