Press Release Summary = Mystery shopping, the practice of evaluating a store or a
service while posing as an ordinary customer, requires the aplomb of a seasoned
actor/actress, the observation skills of an experienced undercover detective, and
the ability to write objective reports based on information gathered
Press Release Body =
FOR IMMEDIATE RELEASE
1/3/2006
What is Mystery Shopping?
Mystery shopping, the practice of evaluating a store or a service while posing as an
ordinary customer, requires the aplomb of a seasoned actor/actress, the observation
skills of an experienced undercover detective, and the ability to write objective
reports based on information gathered. The mystery shopper, who is unknown to both
staff and management, enters the place of business, procures the goods or services
that are offered, and then writes a comprehensive report detailing the experience.
Once upon a time, mystery shopping was a way for management to determine how the
sales staff performed when managers were not present. It was primarily aimed at
retail businesses. The shopper would go in, make a purchase, and report back on the
salesperson\'s helpfulness, demeanor, cooperativeness, friendliness, and the like.
The shopper was paid by the visit for his/her services and the sales clerk might be
promoted or fired, depending on the results.
Needless to say, mystery shopping has evolved into a much larger and more
sophisticated enterprise over the past couple of decades. Now mystery shoppers are
used to assess the effectiveness of printing services, restaurants, hotels, cruises,
movie theaters, and just about any other type of consumer product. The shoppers are
armed with critical questions, specific items or foods to order, elements to watch
for, and substantive performance checklists. The shopper may even carry a hidden
camera and record the entire transaction.
Mystery shoppers are paid to remain anonymous, to make good judgments, to be
observant, and to ferret out a number of seemingly innocuous details. The pay can
be cash in hand, usually at a pre-specified hourly rate, or use of the consumables,
or both. For example, say that a mystery shopper is sent to sample the wares and
services at a major New York City restaurant. He or she will be told how much or
how little to order, say perhaps, one appetizer, two entrees (for a couple), one
bottle of wine, and two desserts. The shopper chooses which specific items to
purchase, within a pre-determined price range.
The idea is to eat the meal, possibly with a companion, drink the beverages, and
unobtrusively take some notes to aid in recollection after the fact. The services
and demeanor of the wait staff, bartenders, cooks, hosts and hostesses and even
table bussers are noted along the way. When the check arrives, the customer pays
the tab, including a reasonable tip, using his or her own credit card.
The customer returns home and, usually within the next 48 hours, fills out various
checklists and writes comments regarding the quality of both the food and the food
service. Once the report is submitted and accepted, the shopper is reimbursed for
the full cost of the meal, as long as the spending limit was not exceeded.
Contact us at info@mysteryshopperreview.com
Other helpful information regarding the event can be found at:
http://www.MysteryShopperReview.com.
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