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Featured Article

Mystery Shopping: What To Do On A Mystery Shop Assignment

Cathy Stucker

 Most mystery shops require you to make a lot of observations and remember or record several pieces of information. And, you have to do this without making it obvious that you are doing a mystery shop. (That's the 'mystery' part!) Mystery shopping gets easier with practice. Here are some tips to help you do a great job on your next shop, even if it's your first.

Make sure you are thoroughly prepared before going to the location. Be certain to do the shop during the time frame required. If the shop is to be done between the 1st and the 10th of the month, do it then. If it is supposed to be done during certain hours of the day (e.g., dinner, between 5:30 and 7:30 p.m.) be sure to go at that time. And make sure you go to the right location. Double check the business name and the address.

The report form and instructions tell you what to look for when doing the shop. You may be told to go to a certain department and ask questions about the merchandise, or check items to see if they are in stock.

Each of the questions on the report form is there because the client needs to know about that aspect of his business. Make sure you get the information to answer each question accurately and completely. But don't stop there. If you notice something that isn't asked about on the form, whether it's good or bad, make a note of it. Remember to keep all comments objective. This is not about your personal taste and opinions.

One of the myths about mystery shopping is that the shopper is looking for what is wrong. Some think that if they haven't found a lot of “bad stuff” they haven't done their jobs as mystery shoppers. In fact, your job is to give an objective picture of your experience at the business.

If the experience was great, that's good news. Most of the questions you are asked in your report call for objective answers. You are not writing a review, you are describing what happened—so tell it like it is, with the good, the bad, and the ugly!

When You Arrive
The shop begins before you've gotten out of your car. The report may include questions about the condition of the parking lot and building exterior, for example. If you can't be observed by employees, you may note the answers on your form before you get out of the car.

It's also a good idea to make a quick review of the form just before you go in. Read the items you highlighted to remind yourself what information you need to get. Check to see that you have your tip sheet tucked away in your pocket or purse. Make sure your watch is ready to time anything you need to time, and make a note of what time you are entering the business.

Getting Names
Most shops require that you get the names of the employees you observed. That can be easy if they are wearing name tags. Of course, you should be subtle about reading name tags. Don't stare or make a big deal about it.

When you can't get a name, be sure to get a good description. Some reports will ask for description even if you have the name. Gender, race, height, weight, hair color and style, and characteristics such as glasses or a beard can all be used to identify someone. Don't describe them using unflattering or insensitive descriptions, such as fat, foreign, etc.

Taking Notes or Using a Recorder
As you can tell, there is a lot to include in your reports. You probably won't be able to recall it all without making some notes as you do the shop (especially when you are new at this). Be discreet about making notes. Employees know that mystery shoppers are used, and if they know they are being shopped you won't get an accurate picture.

You will almost always have to check the rest room. That is a good place to make notes about what you have observed to that point, and review your tip sheet to remind yourself what else you need to do. When doing a retail shop, you may be able to carry a shopping list and make notes there.

Sometimes you will be asked to record the shop. This is especially true when you are having a long conversation with an employee (e.g., an apartment rental agent, banker, etc.). You may also choose to discreetly use a recorder during other shops.

During a shop, you might be able to use the pay phone or your mobile phone to call your home answering machine and leave a message with names or other observations you need to have for your report. Of course, you should only do this if you are certain you won't be overheard by employees.

Remember That You Are a 'Mystery' Shopper
When you are doing a shop, you must not let anyone know that you are a mystery shopper. The whole idea is that you want to see how the typical customer is treated. If they know you are a mystery shopper, you will not have a typical experience.

Don't tell anyone who works for the store that you are mystery shopping, and don't talk about mystery shopping with any companions you have. If you have children with you, don't tell them you are doing a mystery shop if they are likely to share this information with anyone who happens to be around.

Don't carry your report form with you. Some companies will provide a tip sheet which you can fold up and carry to remind you of what you need to do on the shop. Be discreet when you take any notes. Many times, you can carry a shopping list and make your notes there.

You may feel very conspicuous, especially the first few times you go mystery shopping. It may seem to you that you have a large neon sign on your forehead, flashing MYSTERY SHOPPER. In fact, as long as you are discreet and professional, no one will know that you are a mystery shopper.

About the Author: Copyright Cathy Stucker, IdeaLady.com. As a trainer and author of The Mystery Shopper’s Manual, Cathy Stucker has helped thousands of people become successful professional mystery shoppers. Sign up for her free mystery shopping course at http://www.IdeaLady.com/shopping.htm Source: www.isnare.com
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