Mystery shopping (the collection of information from showrooms or service providers by people posing as ordinary customers) has been a well-established marketing method used for anonymous and impartial quality valuation of provided services. The verification is performed using a simulated purchase by trained inspectors who verify the general quality of customers´ service at the fictitious order of the goods or services (selling processes, technical and social standards of a seller, their expert knowledge and professional behaviour) as well as general appearance and shopping area layout (exterior, interior).
A trained inspector poses as a client, and, following the prearranged evaluation criteria, reviews the behaviour of workers including the ambience and atmosphere. The data and knowledge from mystery shopping can be used for enhancing and preventive measures to improve the quality of services, retain existing customers and gain the new ones.
The intention of mystery shopping is permanent improvement of the workers, their personal professional progress and growth; not proving to people that they perform they work wrong.
MYSTERY SHOPPING IN THE VEHICLES SALE
Mystery shopping is a marketing method that reviews quality of services provided by the seller at a simulated purchase of a new or used vehicle by person posing as a customer. This tool shall help to assess the performance and attitude of workers or departments while in personal or telephone contact with a potential customer.
Through the mystery shopping the contracting party gains an expert and independent feedback from the customers´ standpoint. Mystery shopping in the area of vehicles sale became internationally the standard practice how to collect the information about maintaining the corporate standards in sale and after-sale services.
Mystery shopping can be also performed by the competitors to find their strengths and weaknesses and possibly use them in the market competition.
HOW DOES THE MYSTERY SHOPPING WORK?
1. Preparation for the shopping,
2. Selection of mystery shoppers suitable for given situation and customer profile,
3. Preparing the system of data records,
4. Training and testing of mystery shoppers,
5. Performing the shopping visits,
6. Processing and statistics evaluation of gained data,
7. Presentation of results.
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