{"id":4433,"date":"2021-10-24T21:32:31","date_gmt":"2021-10-24T21:32:31","guid":{"rendered":"https:\/\/www.sigeurope.fr\/?p=4433"},"modified":"2022-05-23T11:20:51","modified_gmt":"2022-05-23T09:20:51","slug":"mystery-shopping-analyser-la-qualite-de-service-et-la-satisfaction-client","status":"publish","type":"post","link":"https:\/\/www.sigeurope.fr\/en\/mystery-shopping-analyser-la-qualite-de-service-et-la-satisfaction-client\/","title":{"rendered":"Mystery shopping: analysing service quality and customer satisfaction"},"content":{"rendered":"<h2><strong>What is mystery shopping?<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Mystery shopping is a method of analysing service quality and customer satisfaction.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Mystery shopping involves using anonymous investigators to play the role of ordinary customers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Based on very specific measurement criteria defined upstream, their mission is to observe and evaluate elements linked to the quality of products and services: reception, support, advice or even the quality of the service provided.<\/span><a href=\"https:\/\/www.sigeurope.fr\/en\/metiers\/merchandising\/\"> <span style=\"font-weight: 400;\">merchandising<\/span><\/a><span style=\"font-weight: 400;\"> products and the way the point of sale is run in the case of in-store surveys.<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Mystery shopping is an \"incognito audit\" used in a variety of sectors: mass distribution, retail, banking, hotels, etc.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This survey technique is widely used by call centres, retailers with distribution networks and public sector companies. Mystery shopping can be carried out using all direct communication channels: face-to-face, via the web, by e-mail, by post or by telephone.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\">With the growing emphasis on customer service and satisfaction since the late 1980s, mystery shopping has become a proven method of checking that the customer experience is in line with the brand's benchmarks and promises.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They help you to experience the customer journey in real conditions, and therefore to understand the experience of a real customer.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Mystery shopping is therefore part of a quality approach. It provides a representation of the company's service performance from an external and objective point of view.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">These surveys help brands to identify their strengths and areas for improvement in terms of the experiences they deliver to their customers. They therefore appear to be \"an efficient and effective instrument for acquiring in-depth knowledge of consumer perceptions of the service received (Finn, 2001)\". (Gauthier, 2009: 19-20).<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<h2><strong>The objectives of the mystery shopping campaign<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Mystery shopping campaigns are particularly suitable for :<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Monitor and measure service performance<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Improve customer loyalty<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Make employees aware of what really matters to customers<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Get feedback on promotional operations<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Guarantee the quality of the products\/services supplied<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Identify staff training needs<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Establishing the classification of products, services or signs of the same nature<\/span><span style=\"font-weight: 400;\">e<\/span><\/li>\n<\/ul>\n<h3><strong>The method<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">When we set up a mystery shopping campaign, it is essential to have a structured and methodical approach. We need to define :\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The objectives of the survey<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The scenario: each mystery shopper receives detailed instructions on how to carry out their mission and complete their report. We give them a specific scenario to follow, which we co-construct with our clients.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The operational framework of the survey elements (e.g. service time, waiting time, etc.)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">A test phase: our mystery shopping campaigns include a pilot phase. This phase is essential to check that the scenarios make sense in the real world and to ensure that the questionnaire covers all the areas of the customer's problem. At the end of the pilot, we make any necessary adjustments before launching the campaign.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Assessment criteria<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How the detailed campaign report will be delivered<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">L possible action plan<\/span><\/li>\n<\/ul>\n<h3><strong>The purpose of mystery shopping<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Brands that use mystery shopping see it not only as an evaluation technique, but also as a tool for continuous improvement. It allows them to make the \"voice of the customer\" heard, while at the same time improving their service levels.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Mystery shopping analysis can substantially boost business performance and competitiveness, while improving customer satisfaction. In addition to these benefits, it is an effective way of increasing their visibility, their image and, more directly, their sales.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Mystery shopping can also take the form of a sector study. For example, the campaign will bring up the prices and innovations of other players in the market. It will detail the strengths and weaknesses of the company in relation to its competitors. In this way, as well as providing competitive intelligence, the survey will bring to light new areas of work that will enable the company to develop a competitive advantage.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Did you know that you can combine different types of mystery shopping depending on what you want to measure?<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Store mystery shopping or mystery visits in <\/span><a href=\"https:\/\/www.sigeurope.fr\/en\/metiers\/force-de-vente\/\"><span style=\"font-weight: 400;\">point of sale<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Mystery calling or the call made by <\/span><a href=\"https:\/\/www.sigeurope.fr\/en\/metiers\/vente-a-distance\/\"><span style=\"font-weight: 400;\">phone<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Online mystery shopping, i.e. mystery visits to digital platforms such as a website or e-commerce site.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Would you like to know more? <a href=\"https:\/\/www.sigeurope.fr\/en\/contact\/\"><strong>Contact us<\/strong><\/a> !<\/span><\/p>","protected":false},"excerpt":{"rendered":"<p>Qu\u2019est-ce-que le mystery shopping ? Le mystery shopping &#8211; ou [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":4436,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"two_page_speed":[],"footnotes":""},"categories":[31,35],"tags":[],"class_list":["post-4433","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-expertises","category-metiers"],"_links":{"self":[{"href":"https:\/\/www.sigeurope.fr\/en\/wp-json\/wp\/v2\/posts\/4433","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sigeurope.fr\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sigeurope.fr\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sigeurope.fr\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sigeurope.fr\/en\/wp-json\/wp\/v2\/comments?post=4433"}],"version-history":[{"count":44,"href":"https:\/\/www.sigeurope.fr\/en\/wp-json\/wp\/v2\/posts\/4433\/revisions"}],"predecessor-version":[{"id":5232,"href":"https:\/\/www.sigeurope.fr\/en\/wp-json\/wp\/v2\/posts\/4433\/revisions\/5232"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sigeurope.fr\/en\/wp-json\/wp\/v2\/media\/4436"}],"wp:attachment":[{"href":"https:\/\/www.sigeurope.fr\/en\/wp-json\/wp\/v2\/media?parent=4433"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sigeurope.fr\/en\/wp-json\/wp\/v2\/categories?post=4433"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sigeurope.fr\/en\/wp-json\/wp\/v2\/tags?post=4433"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}