"MysteryCustomer" is a commercial investigation method, in which a strictly trained investigator plays the role of customer within a specified or designated time and evaluates a series of pre-designed questions one by one.

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Because the object under investigation or evaluation cannot identify or confirm the identity of the "mysterious customer" in advance, this investigation method can truly and accurately reflect the actual problems that exist objectively. The "mystery customer" method was first introduced by a number of international multinational companies such as KFC, Rogers, Nokia, Motorola and Philips to provide management services for their chain stores.

2 Introduction

Mystery customer detection first appeared in American banks and retail industry to prevent employees from stealing; In the 1940s, the word "mystery shopping" appeared formally, and began to evaluate customer service in this way. In the 1970s and 1980s, Shop'n Chek Company popularized mystery customer detection, which opened up a broad development space for it. In the 1990s, due to the development of Internet, the mystery customer detection industry experienced an unprecedented rapid growth stage and gained public recognition.

3 source

The supervision of mysterious customers was first introduced to China by a number of international multinational companies such as KFC, Rogers, Nokia and Philips to serve their chain stores. In China, everyone laughs at the story "How many steps does it take to put an elephant in the refrigerator", but that is the standard of westerners: treat yourself as a "fool", and no matter what seems simple or complicated, you will finish it one by one in several steps. With strict standards, that is, systems, we need objective tests. McDonald's said that they have a project called "mystery customer" in all major markets around the world, that is, shadow customers, and China has the same project under way.

This activity aims to investigate the overall performance of food quality, cleanliness and service quality of McDonald's restaurants from the perspective of ordinary customers. McDonald's also said that the mystery customer project helped McDonald's managers and restaurant managers to establish a set of incentive and reward mechanisms for outstanding employees. Feedback from some markets shows that these reward mechanisms are very beneficial to improve staff morale and work performance. Because the shadow customers come and go without a trace and there is no time rule, the managers and employees of chain stores always feel some pressure and dare not slack off, so as to keep full working conditions at all times and improve the sense of responsibility and service quality of employees.

The mysterious customers of KFC are not just for anyone to play. They must be trained by KFC, familiar with the standard system of each link, and inspected according to the proposed "consumption plan". Make an objective evaluation of the inspection according to the standards, and finally make a comparative evaluation according to the appraisal process of each store.

What do you mean by a mysterious customer visit?

"Mysterious customer" is an investigation method in which a series of pre-designed punishment measures, including hardware, software and personnel, are evaluated one by one by strictly trained investigators who play the role of customers within a specified or designated time.

Mystery customer survey content

What aspects can be investigated in the "mystery customer" survey: First, the field sales staff played the role of "product experts" to some extent. Therefore, the first focus of the "mystery customer" survey is to investigate the "product knowledge" of the field sales staff. Of course, product knowledge not only includes product technical parameters and basic performance, but more importantly, field sales personnel should be able to explain the benefits of product performance to consumers. At the same time, the advantages and disadvantages of the main selling points of products relative to competitors are also the focus of investigation. Second, because consumers of durable consumer goods are worried about after-sales service when buying products, salespeople should have a certain understanding of enterprise background and after-sales service support. Mysterious customers can play a good supervisory role in the sales and after-sales service of enterprises. Thirdly, the competition in the durable consumer goods industry is extremely fierce, mainly manifested in the serious price war, and various forms of promotional activities are also emerging in the durable consumer goods industry. Therefore, on-site sales personnel should be able to clearly explain the contents of corporate promotional activities and understand the store activities of competitors. Fourth, the attitude of sales staff and gfd will also leave an impression on consumers, which is also one of the contents of the survey. Of course, you can also collect relevant store information while investigating mysterious customers, which is very helpful for enterprises to grasp the situation of retail stores. In order to make the investigation of "mysterious customers" truly achieve the function of inspection and supervision, we should pay attention to changing the interviewer in a planned way in the design of this project to avoid being seen through by the on-site sales staff; In addition, the time for mysterious customers to arrive at the store should be arranged at peak time and low peak time, so as to comprehensively check the service status of on-site sales staff.

I am a mystery customer. What do you want to ask?

What is the mystery client?

What is the specific job of the mystery customer occupation?

Mystery customer: Go to the store as an ordinary customer, record the appearance, design and hygiene of the store, and record the appearance, service attitude and professional knowledge of the clerk. Specific work needs to be recorded, and some need to be recorded, videotaped and photographed.

All this was done in secret. Shops and clerks can't find out who you are. You are here to remember something.

What exactly is a mystery customer? Looking for * * *, come into contact with. Is it reliable?

Similar to testers and inspectors, for example, they are hired by property management companies to enter the community to check the security guards' duty and ground hygiene, and are hired by restaurants to order food as customers, making things difficult for restaurants and testing the response of waiters. Because it is a temporary employment of * * * personnel, it is more concealed, but it also lacks professional vision, so the design requirements for assessment and test forms are higher. Generally, large chain enterprises will have similar employment plans.

This position does exist. As for whether it is reliable or not, it mainly depends on the contract you are exposed to, and the terms need to be read carefully. This is very important.

Why is there a mystery customer inspection?

1. What is mystery customer detection? Mystery customers are first and foremost ordinary consumers, but also consumers who have been trained and take specific inspection tasks to experience consumption. Because the inspected or evaluated object cannot identify the identity of the consumer, the monitoring result is more real and objective. 2. The root causes: First, customers' requirements for services are getting higher and higher, and they are becoming more and more sensitive; Second, the luxury goods market is fiercely competitive and customers have many choices. In the case of little difference between products, service becomes the focus of competition. 3. Supervise and improve service quality according to enterprise requirements. Many times, mysterious customers can find the typical examples of high-quality services and the areas that need to be improved, which is conducive to enterprises to optimize themselves, improve customer satisfaction, find deficiencies, solve them decisively and improve their competitiveness. For example, suppose to test the service quality, including the service quality of every link from the entrance to the departure of mysterious customers, as follows: 1. After entering the door, did the service staff use greetings to the customers? 2. Did they ask the customer's requirements carefully and patiently put forward suggestions suitable for the customer's requirements? 3. Do they have the consciousness of actively marketing services? 4. Did they leave the customer's contact information when they left? 5. Really? 4. Monitoring can improve self-service, do a good job of internal optimization and enhance the competitiveness of enterprises. Responsibilities and achievements: mysterious customer monitoring service, like a woodpecker, diligently helps enterprises to eliminate subcutaneous pests. Mysterious customers make ordinary customers possible inspectors and make inspection work possible at any time. The management of the company will affirm, reward and publicize the employees with good performance according to the inspection results, and give targeted training and guidance to the employees with poor performance to help them improve their skills and correct their attitudes. If they still can't have qualified performance, they will be punished and criticized to a certain extent, thus promoting the healthy atmosphere in the organization and curbing the bad atmosphere, the execution will be greatly strengthened, and the performance of employees will gradually move closer to the expectations of leaders. Shandong New Vision Market Research Company strongly recommends that this monitoring method has a large span and good effect, and is suitable for all industries.

Why do you want to be a mystery customer?

1. Low complaint rate does not mean high satisfaction. Enterprises need to know the truth with mysterious customers. 2. A single small business may be inconspicuous, but calculating the lifetime value of customers will find that everyone is a big customer. The company will let the service personnel provide customers with continuous quality service through mysterious customers. 3. Customer loyalty can bring greater value. Mysterious customers can provide a basis for maintaining customer loyalty. 4. Mysterious customers can help maintain consistency and consistent quality. They don't necessarily want it. They don't necessarily think (promise). Speaking of which, they don't necessarily do it. A did it. B did it (consistently). Do it in place A, not necessarily in place B (consistency).

Do you have any friends who know more about mysterious customers? What is a mystery customer?

A mystery customer is a person who is employed by the management to experience shop services and products from different angles and submit the experience report to the employer. The whole process was conducted in secret. Such people are called mystery customers.

The meaning of mysterious customers

The "mystery customer" investigation is a supervised project. A good "mystery customer" investigation project will have an immediate effect on strengthening the training of sales staff and improving the management of stores, and will soon realize sales. Often through the nationwide "mystery customers" for one to two months, store management will be greatly improved. Because all interviewers are investigating as "customers", any salesperson should answer any questions from customers satisfactorily. The result of the "mystery customer" survey is not only to reward diligence and punish laziness, but also to adjust our next action plan by summarizing the performance of retail stores in this part of the city. For a simple example, when you find that the product knowledge of promoters in a certain area is weak, timely product training will help your sales. At the same time, the detection of "mysterious customers" helps enterprises find many hidden problems that are difficult to find at ordinary times. Another original intention of enterprises to adopt "mystery customer" detection is to get better feedback from customers on enterprises, products and services, because the interviewer of "mystery customer" is their own customers or potential customers, and only looks at this service experience process with a more professional eye. Finally, the results of the "mystery customer" survey play a certain role in understanding the software and hardware investment of the main competitors in the market and providing enterprises with a reasonable basis for the allocation of store resources. For example, it is found that the location and display area of competitive brands in the store are absolutely dominant, so it is necessary to put the appropriate adjustment of the entrance fee and the budget for counter production on the agenda. The result of the "mystery customer" survey is information from retail terminals. Leak detection: set the observation route in detail, design the observation and inquiry items in detail, and set the key leak detection links and indicators. Promotion: communicate with experts on target customers, business circle status and performance. Establish research priorities and negotiate with experts on detailed "consumption" methods. Design the investigation project. If necessary, design traps to evaluate the corresponding objects.