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Choosing a Mystery Shopping Company

Choosing a mystery shopping provider can be overwhelming. Know what to look for in a company before you begin your search.

By Marianne Hynd Ann Michaels & Associates, Ltd.

With over 250 mystery shopping companies in the United States, there are endless options when choosing a provider. Finding the right company can be overwhelming if you don't know where to start.  

Each provider offers something different - companies may focus on serving one industry, and others may focus only on larger (or smaller) companies. Some companies provide automated services while others do not. Furthermore, some will provide consulting, customer feedback programs, or other additional services to evaluate customer service.
 
To that end, it is important to do your research to find a company who can provide you with the resources you need to make your business a success. This guide will provide you with the information and tools to make a sound decision when choosing a mystery shopping provider.

 

Examine Your Needs

Before you can search for a mystery shopping provider, you first need to consider your company's needs. Doing this will prepare you for talking with prospective companies.
Try: 

Ask yourself the following questions to determine your needs before contacting prospective companies: 

  • What key customer service issues are you currently facing? How will you incorporate this into a mystery shopping program?
  • What type of report would you prefer? Will you expect a simple checklist to evaluate these key points, or will a narrative detail that outlines the shopper's entire experience fit your needs?
  • Who will oversee the mystery shopping program? Will that person have the time and resources to effectively review and analyze the information you receive?
  • How will you use the evaluation information? Do you have a program that can analyze the data, or will you need a provider who supplies you with reporting software?

Investigate Your Options

Knowing where to begin your search will save you time and energy. Start with key searches and then narrow your focus to four or five providers who appear to be a good fit based on your initial search.
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  •  Start by searching for companies through the Mystery Shopping Providers Association (MSPA). This association offers a free search of mystery shopping providers using many variables, such as industries served, geographical location, and more.
  • Other online sources, such as Quirk's, will also provide a listing of various mystery shopping providers.
  • Take time to visit prospective company websites - you can learn quite a bit about the company, including the industries served and available programs, before you make that initial call.

Contact Mystery Shopping Companies

Once you've done your initial research and narrowed down your options, it's time to contact the companies to learn more about their services.
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Keep the following issues in mind when talking to prosective mystery shopping companies: 

  • Evaluate the initial contact - were you able to reach someone on your first attempt? If you had to leave a message, was your call returned promptly? This will be your first glimpse into the quality of service you can expect from this company. 
  • Did the company representative ask questions about your business? A good company will want to know more about your business, concerns, and prior mystery shopping experience before discussing programs.
  • Does the company offer customized programs, or do they have a "one size fits all" approach? Every business is different, and your mystery shopping program should evaluate your service standards and expectations. A good company will recognize this and customize programs specifically for you.
  • What is available outside of mystery shopping? Are analytical reports available? Can you pair mystery shopping with a customer feedback program? Make sure the options available are those that you can benefit from most. Even if you are not currently seeking these additional services, it is nice to know they are available for future use.
  • Once you have contacted companies and are armed with the proper information, you will be able to make a solid decision on a mystery shopping provider.

Taking time to find the right company can prove to be invaluable. By doing your research and asking the right questions, you wil find a company who can provide you with a successful mystery shopping program.

 

  • Don't rely solely on providers that are local to your place of business. The majority of mystery shopping companies have shoppers across the country, and advanced techology allows for online communications.
  • Take time to visit prospective company websites to learn more about who they are and what industries they serve. This will give you good insight into whether a company may be a good fit.
  • Ask key questions of potential mystery shopping providers to ensure they can provide you with the service that best meets your needs. Be sure you are comparing "apples to apples" by asking the same questions of all companies you interview.
  • Ask for references and check them before making a decision. You will learn a lot about the quality and level of service you can expect to receive.

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