THE MYSTERY

By:
Ronak Parmar
Sakshi Guleria
Welcome to the covert, cloak-and dagger world of the
mystery shoppers: The new way to check service standards
and employee integrity
UNVEILING THE MYSTERY
TREAT YOUR
AS
Customers
KING
1
Mystery
Shoppin
g
Mystery shopping:
A performance
Evaluation Tool
Mystery Shopping is the
practice of using trained
shoppers to
anonymously evaluate:
Customer service
Operations
Employee integrity
Merchandising
Service/Product
quality
HISTORY OF MYSTERY SHOPPING
Initially, it was a technique used by private investigators to
prevent employee theft-primarily at the banks and retail stores.
In 1940s, Wilmark coined the term mystery shopping and
began using the method for evaluating customer service.
In the 1990s it was fuelled by internet, the mystery shopping
industry experienced rapid growth and acceptance.
What gets measured gets done
- Tom Peters
Need to
Differentiate
It costs 10x more to
get a new customer
than to keep an
existing one.
One unhappy customer
will tell 5 other people
of their bad experience
with service
Marketing 3.0
MYSTERY SHOPPING METHODS
On-site shops
Telephone shops
E-commerce web site
shops
Hidden video/audio
recording
Full narrative
shops(qualitative)
Checklist
shops(quantitative)
Purchase & return shops
Discrimination (matched
pair) testing
The four types of
mystery
shoppers
Bare International
Name of founder Dale & Michael bare

Grassroots India
Name of head Girish Khare
International Service Check
My Mystery Shop
AQ Services
Top Mystery shopping companies
in India
Kaiz Consult
Red Quanta
Name of founder Pankaj Guglani

WeMark India
How is it done?


Step 1: Setting objectives and goals
Step 2: Program & Questionnaire design
Step 3: Defining & Recruiting shoppers.
Step 4: Data Collection
Step 5: Data Preparation
Step 6: Reporting
Case Study- Luxury Retail
Action Time
Physician Mystery Shoppers
Physician Retention Program
Expanding Role
Wemark Team: Gaurav pachauri(MD), Prateek Sinha(CEO)
Key References
http://www.redquanta.com/index.html
http://economictimes.indiatimes.com/magazines/p
anache/mystery-shoppers-the-new-way-to-check-
service-standards-and-employee-integrity
http://news.bbc.co.uk/2/hi/business/6316617.
stm
http://conversation.which.co.uk/consumer-
rights/pharmacies-pharmacists-investigation-
boots-superdrug-cooperative-lloyds-rowlands/