Magical mystery shopping tour

It can happen in seconds. You are calm, happy, and marvelling at what a great day you’re having, even stealing some time to browse through the mall and snag a latte...when it hits you. A gum-smacking, eye-rolling, uber-annoying sales person who ignores your consumer status and turns your zen-like calm into a raging, blood-boiling frenzy. It plays out like this: you find that perfect blouse. You then wait, and wait, in vain for someone to let you in the change room. You then wait again half-naked for the next size up – or down if you’re lucky - to be thrown over the door (doubly worse if you have kids who continually open said door causing you to flash the entire store). More likely, you shove some clothes back on and hobble braless and shoeless to get the correct size yourself (only to find the change room locked once again). And suddenly, your hour of freedom is gone, gone, gone. Where is a mystery shopper when you need one? Someone needs to report on this exceptionally poor customer service! Well, hon, maybe that shopper could be YOU.

Where is a mystery shopper when you need one? Someone needs to report on exceptionally poor customer service! Well, hon, maybe that shopper could be YOU.

If you’ve ever had poor service at a store and didn’t know what to do about it, you’re not alone. Poor service can ruin a company, and sometimes the manager, owner, or head office isn’t even aware of the level of service their employees are offering customers. That’s when they call David McAleese, of A Closer Look Inc. A Closer Look is a mystery shopping company that helps companies develop and evaluate their customer service. With clients mainly in the restaurant, hotel and retail industries, A Closer Look represents a wide range of clients from Fortune 500 corporations to small individually-run businesses.

Examining the mystery shop

Also known as secret shoppers, mystery shoppers are assigned ‘shops’ or ‘assignments.’ They receive detailed instructions, which may include specific time frames, spending a predetermined amount of money, and even scenarios to act out. The mystery shopper must complete the shop, mentally recording a variety of details, including employee names, conversations, store cleanliness, and employee interaction with other customers.

After the shop, the mystery shopper completes an evaluation form, giving an objective account of what happened during the shop. For most mystery shopping companies, the logistics of this process happen online, from the choice of shops, evaluation forms, and even payment requests. Some companies even offer training modules online.

Why mystery shopping is needed

The feedback provided often has an impact on the way companies do business and on the careers of the employees being evaluated. Objective evaluations ensure good employees are recognized and poor employees can get the additional training and assistance they need.

McAleese believes mystery shopping has a distinct advantage over in-house evaluations. “We think mystery shoppers better portray real customers. They do have some knowledge about the business they are visiting but are trained to report feedback from a consumer's perspective rather than someone who works for the company. After all…it is the customer who inevitably pays the bills for the company.”

Become a mystery shopper

According to McAleese, a good mystery shopper is someone who enjoys observing others and situations, is well-organized and can objectively follow through on an assignment. “Mystery shoppers must possess excellent grammatical and communication skills,” he says. “As the mystery shopping industry evolves, it will be important for shoppers to be more technologically advanced as well.” Most mystery shopping companies ask that their shoppers have their own transportation and Internet access.

So you want to shop for a living?

While mystery shopping isn’t going to make you rich, it’s something to consider on the side. Think of it as a fun and interesting way to earn a little extra cash (and the stories you will be able to tell!). Some shops offer a flat fee for completing the shop, while others offer a flat fee as well as credit towards a purchase.

Depending on the mystery shopping company, shoppers can expect to work according to their availability and interest. Some shoppers complete just one or two shops per month, while others can do twenty or more. Do note, however, that you can generally not bring children with you while you complete an assignment.

Get in touch with your inner critic

If you’re interested in becoming a mystery shopper, you can search the Internet for mystery shopping companies. But beware - some websites have been promoting get-rich-quick scams through mystery shopping. These websites sell mystery shopping company lists and make unrealistic claims about shoppers receiving free trips or vehicles. Avoid these scams and do your own research online. Remember - registration is always free with reputable mystery shopping companies.

In the end, if you can spend AND make money at the same time, really, what’s there to lose?!

 

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