Why run a mystery shopping programme?

A mystery shopping audit allows you to:

• Objectively verify whether procedures are being followed
• Assess the quality of customer service, advice and sales interactions,
• Identify gaps between internal standards and real-world practice,
• Compare shops, branches, channels or teams,
• Manage your network using measurable indicators.

Mystery shopping is particularly useful for organisations with:

• A network of shops or sales outlets,
• Multiple sales teams ,
• A structured customer service department,
• Several sales channels.

What are the benefits of mystery shopping?

A mystery audit converts observations into measurable indicators.
This allows you to:

• Prioritise corrective actions,
• Identify training needs,
• Track performance over time,
• Align the customer experience with your brand promise.

Methodological approach

Each audit consists of a structured analysis of the customer experience.

1. Mapping the customer experience:

We break down the customer experience into clear themes:

• Environment,
• Customer greeting ,
• Product/service presentation and sales argumentation,
• Compliance with procedures,
• Follow-up, if required.

The audit is tailored to your needs based on an in-depth briefing on internal guidelines.

2. Objective and subjective questions

Each section includes:

• Objective criteria based on observable behaviour,
• Qualitative evaluation,
• A narrative description to provide context.

3. Defining performance indices

For each theme, we develop performance indices weighted according to your strategic priorities. Each index is presented on a 0-100 scale to make results easy to read and compare.

Types of mystery shopping

What types of mystery shopping do we conduct?

• Mystery visits to shops or points of sale
• Mystery calls
• Mystery emails
• Web audits of digital journeys such as forms, chats or e-commerce paths

A programme can be set up as a one-off or repeated periodically to monitor developments.