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Mystery Shopping allows you to evaluate work of the staff from the standpoint of consumer and take timely actions to improve the service quality. In developing the Mystery Shopping plan, the experts of the Marketing Technologies Bureau take into account which elements of the staff work should be assessed, by which criteria and what kind of information to get, what things should be examined principally, to which extend the standards of service (if any) in the studied companies are kept, etc. Once the plan of Mystery Shopping is adopted, the field stage begins: specially trained people, having all the relevant characteristics of the target consumer of this market, visit the organization which is under study (shops, service centers, offices), acting as customers. During the visit they communicate with the staff, assess their work, compliance with corporate standards of conduct, and also physical parameters of the object are characterized (e.g., location convenience, room cleanliness, parking spots, etc.) In addition to a personal visit, assessment via telephone or communication through the Internet may be used.
There is also a practice of reporting in WEB-form by "mystery visitors" that allows clients to evaluate the results in real time. |
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