Mystery shopping is, unbeknownst to many, a wide term. There are many different types of mystery shopping and if you are able to utilise them correctly, you will obtain better results.
Effective mystery shopping programmes will be able to address customer touch-points and reflect how the customer interacts with you.
Below, we’ve listed a few of the basic types of mystery shopping and where they are best applied:
In-person mystery shopping
In-person mystery shopping is the most common type of mystery shopping and the most frequently used. It entails a single mystery shopper visiting a specific location and forming an assessment of the performance in accordance to pre-defined metrics. Varying on the nature of the metrics, along with the purpose of the shop and type of industry, a shop could take between a few minutes to a couple hours to finish.
The most common in-person shops are in industries including:
- Gas Stations
Telephone mystery shopping
Call centers are most likely to adopt this type of mystery shopping, along with industries where the telephone is an integral part of the customer experience. Telephone mystery shops are typically conducted through a mystery shopping company’s call center.
A company may record a phone call and use it as a coaching tool.
Telephone mystery shopping is typically used for industries such as:
- Call centers
Internet mystery shopping
This particular type of mystery shopping is used when the mystery shopper is attempting to deduce how responsive a company is when interacting with them through the company website or on social media.
Internet mystery shopping is commonly found in the following industries:
- Real estate
Hybrid mystery shopping
Hybrid mystery shopping, also known as multiple touchpoint mystery shopping, will entail a mystery shopper following a full customer journey, integrating the basic types of mystery shopping from online, to the telephone, and then in-store.
Hybrid mystery shopping is commonly found in industries such as:
- Real estate