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Training &
Certification
Section 2: About Mystery
Shopping
What is Mystery
Shopping?
Mystery shopping is a "snapshot" of a customer's
experience. It is not about finding things wrong,
but an objective evaluation of how a company serves
the public. It involves:
Careful Observations about:
Surroundings
The environment
People
Active Listening
What is said
Why would a
company want to use mystery shopping?
Companies can see themselves through their
customer's eyes.
They get valuable feedback on service,
cleanliness, quality, and sales efforts.
Mystery
Shopping is Serious Business
While mystery shopping can be fun, it is serious
business. Based on information received in mystery
shopping reports, employees might receive bonuses or
promotions. Companies rely on mystery shopping
reports to make significant decisions regarding
marketing, advertising, employment, etc. Other uses
include:
To recognize and reward outstanding performance
To train employees
To correct problems
To adjust staffing levels
To evaluate performance against competitors
Mystery Shopping and the
Internet
Most shoppers are recruited and assigned work via
the Internet. Most shopping reports are submitted
online. Internet access allows Clients to receive
information faster, so the input is fresher and more
valuable to them.
Mystery
Shopping Reports
Mystery shopping reports must be:
* Honest
Don't even THINK about falsifying a report or making
up information that you may have forgotten to
obtain. Your integrity is your most valuable asset
in this industry!
* Fair
Unless otherwise instructed, give the employee being
audited a chance to succeed by being generally
cooperative, understanding and friendly. We want
mystery shoppers to reflect a "typical average"
customer. Don't cause a scene, don't do anything
that will make you be "remembered".
* Thorough
Mystery shopping reports "tell the story". Your job
is to give a clear picture of your visit. Most
narratives should be a step by step "walk through"
of your visit. What happened from the minute you
arrived until the time that you left.
* Accurate
Facts clearly state the situation, events, time,
date, and names. Nothing is left out, and all of it
must be truthful and absolutely accurate. Opinions
are not necessary or wanted.
* On Time
If your report falls outside of the deadline, you
risk having your fee reduced, or in extreme
circumstances not being paid at all. In general,
reports are to be submitted within 24 to 48 hours of
performing a shop. Deadlines for submission must be
noted and carefully adhered to. Read all guidelines
provided.
* Well written
Clients must be able to read, understand and
comprehend mystery shopping reports.
* Detailed
Reports should have enough detail for companies to
know what transpired. Include: who, what, where,
when, why and how as well as names (when known),
descriptions and times.
* Objective
Tell what happened and what you observed, not what
you think the client should do.
What Equipment
is Required?
Shoppers must have access to the following:
Ability to get to and from assignments
Reliable public transportation or car in good
working condition
Telephone with voicemail
Access to the following is also strongly
recommended:
Access to a computer with Internet connection
Access to an email account on daily basis
A cell phone
Access to following is not required but would be an
asset:
Cell phone
Digital Watch
Scanner and/or Fax
Digital Camera
Micro recorder
Confidentiality
You will have to sign a confidentiality agreement
because you will have access to very confidential
and proprietary information that would not be
available to the general public. It is important to
take this oath of confidentiality seriously.
Violating confidentiality agreements that you sign
violates the Code of Ethics and places you in
jeopardy of losing your Truth Sleuths certification.
What kind of information is
considered confidential?
The name of the client and its locations.
The Truth Sleuths name together with the shops
performed
The questions on the shopper evaluation form or
survey.
The instructions or guidelines given to you about
the assignment.
The amount of pay, reimbursement or compensation
you are receiving for conducting the shop.
The results of the shop.
Skills Required
A good mystery shopper possesses the following
skills:
Observant
Reliable
Detail-oriented
Thorough
Organized
Flexible
Honest
Responsive
Accurate
A good writer
Ability to remember details
Remaining Anonymous
A fundamental requirement in most mystery shops is
to be anonymous - going into the location and acting
like a normal customer without being identified as a
shopper.
How do you remain anonymous?
Dress like real customers in that location.
Don't ask lots of questions.
Don't be "too knowledgeable".
Don't stare at name tags.
Don't be obvious about taking notes (never use a
clipboard, notebook, etc.)
Be confident.
Make quick notes as entries on your hand held or
cell phone.
Call your own phone and leave a message on your
own voice mail or answering machine.
Use your "shopping list" to mark down names, time
or other quick notes.
Put your cell phone to your ear and pretend you
are writing down directions or a phone number while
you write notes.
Don't be obvious about timing. Normal customers do
not look at their watches furtively every 20
seconds.
Be familiar with your scenario. Practice it at
home so that you are comfortable with it. Be
prepared for any questions that may come up (i.e.,
if you are doing a bridal shop, know when your
wedding date will be, and what color your
bridesmaids are wearing)
Be prepared!
Shopping alone
or with companions?
You should never take ANYONE with you that would be
a distraction from the job you were hired to
complete.
There are some shops where taking
children is simply NOT acceptable. If completing a
dining evaluation, make sure that the reimbursement
is for more than one person, and that it is okay to
have multiple meals on your receipt.
If you do get approval to take along a companion, it
is okay to share information about the shop
requirements with your companion to enable them to
help with the shop (when appropriate) to meet the
requirements of the shop (e.g., not ordering the
same items in a restaurant, allowing employees to do
their jobs, etc). Companions must understand the
need for confidentiality (i.e., they can't discuss
the shop or results with anyone).
Being an Independent
Contractor
Truth Sleuths hires mystery shoppers as independent
contractors. This allows us to main a large, diverse
pool of shoppers that can match any clients
customer profile.
Is There A Difference Between An Employee And An
Independent Contractor? Does It Matter? Yes!!!
1. How you pay your taxes.
2. How you file your taxes.
3. Your eligibility for benefits.
Mystery Shoppers have these
responsibilities:
Pay all applicable taxes on all mystery shopping
income
Keep accurate records of all business expenses
such as cost of supplies, postage, gas, etc.
Consult a tax professional for specific advice on
taxable income, eligible deductions and liability.
Supply own tools and materials
Provide your own work space and equipment
Never list Truth Sleuths as an "employer"
on to Section C
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