The "mystery customer" survey refers to a survey method in which a series of pre-designed problems including hardware, software and personnel are evaluated one by one by strictly trained investigators (including contracted investigators) who act as customers within a specified time. "Mysterious customers" enter the sales stores designated by customers all over the country as ordinary customers, observe the products in the store, make unannounced visits to the store environment, the behavior and language of salespeople, and the norms of sales, and record the words, deeds and situations that violate the rules by recording, photographing or even video recording, and fill out the questionnaire in detail in the hidden place outside the store. If customers need it, they can also investigate the relevant situation of key competitive brands, such as unannounced visits and taking photos.

the process of "mystery customer" investigation includes determining the investigation content, training investigators, conducting investigation, process supervision and correction, collecting questionnaires, inspection and audit, inputting and summarizing questionnaires, analyzing and writing reports, etc. It can be used as an auxiliary survey of channel research, satisfaction survey, use habits and attitudes survey, etc., or it can be carried out independently. The "mystery customer" survey belongs to the field of observation and research, and has some characteristics of home visits. Compared with ordinary training evaluation, it has many particularities. In order to achieve the research objectives of the mystery customer survey project, it is necessary to design and implement the project in a targeted manner.

the "mystery customer" survey is mainly to solve two difficult problems faced by enterprises: first, the management of sales terminals is difficult. Enterprises cannot directly control the stores distributed in various cities by the headquarters. After implementing the hierarchical management system, it is often difficult for the headquarters to restrict the dispatched offices of enterprises in various regions. Common problems, such as the management expenses of promoters and the expenses of light boxes at the counter of stores, are difficult to control, and even false reports and concealed expenses appear. In addition, CI rules such as LOGO, standard words and standard colors, which are heavily invested by enterprises, are changed at will, which is not conducive to the establishment of corporate brand image. Second, it is difficult to implement promotional activities. All kinds of promotional activities carefully planned by corporate headquarters are often out of shape in stores around the country, such as the main products are not paid more attention than expired processed products, the prices of key commodities are not uniform, and the gifts are not uniform, which all affect the overall plan of the enterprise. Headquarters can only deal with problems according to the reports submitted by various places, and it is almost completely blind. However, when the headquarters sends staff to visit on business, there are some reasons, such as human relations interference, limited manpower and energy, and the localities are prepared to cope with the inspection in advance, which leads to the inability to obtain the most authentic information.

The "mystery customer" appears as a third party in the detection of the tested object, which can ensure the objectivity, fairness and confidentiality of the detection process and results. The "mystery customer" survey is a supervised project, and a good "mystery customer" survey project has an immediate effect on strengthening the training of sales staff and improving the management of stores. Often through a nationwide "mystery customer" survey for one to two months, the store management will be greatly improved. The output of the "mystery customer" survey is not only rewarding diligence and punishing laziness, but also adjusting the next action plan of the enterprise by summarizing the performance of retail stores in specific cities and regions. For example, when it is found that the product knowledge of the promoters in a certain area is weak, timely product training will boost your sales.