Mystery Shopping is not a mystery: this is how you use it effectively

Published in Adformatie on 28 September 2018.

Mystery Shopping adds value to customer satisfaction surveys. There are a few basic key elements for a good Mystery Shopping program.

Mystery Shopping leads to a better customer experience and ultimately higher employee satisfaction. But how do you ensure that all people are aligned on the program?

We know that Mystery Shopping adds value to customer satisfaction surveys. It helps brands to deliver consistently on their promise to their customers and provides them with the best customer experience they expect.

A good Mystery Shopping program has at least the following basic elements:

  1. The management feels involved and motivated in the program and exudes this. The attitude of the management is generally decisive for the attitude of personnel. Personnel can for example be motivated by introducing a bonus system or by sharing success stories of branches.
  2. The Mystery Shopping program is in line with the brand strategy and the customer process that the brand has in mind. The outcomes of the research must be relevant and fit within the organization.
  3. The program sketches an accurate picture of reality. So do not just think of mystery shoppers who visit the store, but also explore other channels such as the web shop.
  4. The customer journey is examined as a whole. Not only the purchase process, but also a possible repair or return is included in the program.

In the White Paper Changing Gear: How the Mystery Shopping drives better automotive CX Performance, we go deeper into the question of how Mystery Shopping can help the automotive industry.

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