Blind spots in Mystery Shopping research

Published in Adformatie on 21 September 2018.

Do you get everything out of your Mystery Shopping program?

Nowadays brands can no longer afford to communicate with customers in silos. The so-called omnichannel approach, in which the total customer experience across various channels is central, is becoming increasingly important.

One of the ways to map the perception of your customer is through Mystery Shopping. Here too, an omnichannel approach is preferred. In practice, this is not always fully implemented. You may recognize the following blind spots.

Blind spot 1: Only measure physical locations

Too often, brands use Mystery Shopping exclusively to measure the customer experience in physical stores. This while there are currently various tools and possibilities to also measure the interactions via other customer contact points, such as contact centers, websites and social media.

Blind spot 2: Measure each customer contact point separately

Contrary to what many marketers think, an omnichannel approach in Mystery Shopping is not limited to measuring all customer contact points. The trick is to combine these different touchpoints in one unique customer journey. So do not set up another Mystery Shopper program for each channel, but let one and the same mystery shopper map the customer experience through various touchpoints. In the role of customer, for example, this mystery shopper can first call and then visit the store.

More information?
Do you want to improve your customer experience, for example with the help of Mystery Shopping? At Ipsos we are happy to help you further. Please contact Geert Samplonius,, +31 (0) 6 2123 7494, or visit our Mystery Shopping webpage for more information.

Customer Experience