MYSTERY SHOPPING (SHADOW/SECRET SHOPPING)

Description

Customer Satisfaction is a must for any company and to ensure that, most of the companies define certain processes and parameters for their sales outlets. To measure the execution of these processes, companies hire mystery shopping companies to conduct regular audits on their location.

Mystery shopping is a market research tool that helps businesses assess information and measure the satisfaction around a product, service, facility or operation. This tool is generally used externally by market research companies or watchdog organizations, or internally by companies themselves to measure their quality of service.

This research is performed by “mystery shoppers” (also called, secret shopper or anonymous evaluator), who are provided with certain training on how to measure various parameters. They may visit a restaurant, retail store, bank branch or other such locations with the objective to observe, interact, and report on other customers & employee’s behavior, to gather specific information about products and services, to measure retail operations compliance, ambiance, infrastructure, etc.

Mystery shopping is mostly used by franchising companies to understand the employee-customer relationship at their outlets and sometimes, their competitors. This industry is witnessing high growth as new franchisors are coming with innovative business ideas. According to a KPMG and Franchise Association of India (FAI) report, the market size of the Indian franchise industry is estimated to be $50.4 billion in 2019, an increase from $13.4 billion in 2012.

The demand for mystery shopping companies will continue to grow as more and more companies are beginning to realize they need market research or mystery shopping agencies to help them evaluate their performance to improve on their services, penetrate their target market and create the required brand awareness that will facilitate business growth and expansion.

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