Mystery Shopping – Doing it Right

Getting the most out of a Mystery Shopping Programme

To get the best results from a Mystery Shopping programme, the right approach is crucial.

The way that we work in close collaboration with clients helps to ensure they obtain the most valuable info, and achieve the best results possible.

Here are some additional pointers that could apply to any organisation considering using Mystery Shopping from any service provider.

1. Carefully consider what you’re going to measure and monitor

This sounds obvious, but that’s not a reason to skip it, or rush it. The angle to take here is to ask “what aspects of my offering are going to affect my customer?”.

The list here could grow very quickly as soon as that question is considered, but it’s worth spending a little time on it: if you don’t look for it, you may miss a chance to measure it. Of course, we work with clients to help them consider the entire customer journey – the obvious things and the not so obvious – and we work the answers, where possible, into client projects.

We also ask our shoppers some searching questions, open questions that go beyond the obvious tick box approaches, to focus on the factors that are somewhat intangible, but still have a huge impact on how the customer feels about your business and their likelihood of transacting and of returning. These areas might be more subjective, but if 10 visitors all say the same thing, it might be time to take notice!

2. Have realistic expectations

It is important to start with realistic expectations as well as goals. If you simply want to “get a rough idea of how you are doing” now and again and be aware of any glaring and consistent problems, you ‘ll probably gain some value from that approach. The risk though is that a few, occasional and irregular reports will produce less reliable data, often with very random anomalies.

If you want to make long-term improvements to your business, and truly optimise your dealings with your customers, then you likely need to obtain enough data to be meaningful, and commit to a process of improvement, reinforcement and, ideally, ongoing measurement.

3. Manage things with your team

Of course it’s also important to handle things correctly within your organisation. If communication with staff is handled poorly (or not handled), then this can damage trust and morale (largely through fear of the unknown). If things are handled well (with staff involvement as well as recognition and incentives where appropriate), it can boost morale and create a healthy environment of competition to maximise the effectiveness of the programme.

The bottom line

At Customerwise, we work very closely with clients to ensure that any Mystery Shopping programme is designed, introduced and implemented according to your unique priorities and circumstances, and that the findings are interpreted and acted on to produce the best possible results for your organisation.

It is all ultimately towards one aim: to optimise the customer experience, and optimise your relationship with your customers. Happy Customers spend more, they’re more loyal, and they recommend you to their friends.

Don’t leave Customer Satisfaction to chance.

Call us today on 01392 984224 or contact us online to arrange a suitable time to connect.

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Paul works creatively with a broad range of B2C and B2B organisations to help them find ways to compete more effectively. Read More...

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