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  This book is a result of my experience as a mystery shopping provider as, a mystery shopping user and a mystery shopper. Mystery shopping is without a doubt hard work. But if I could chose to work in any industry in the world, I would chose mystery shopping. It is so great to realize that employees become more motivated and companies really improve their sales, service level and bottom line results. Only by using mystery shopping, businesses have the chance to see what is really going on in the interaction with their customers – in The Moment of Truth. I love this industry! I want to thank our mystery shoppers, colleagues, and clients for being my source of inspiration. I also want to thank my fellow colleagues from MSPA for helping me gather facts and for sharing their invaluable experience with me. I especially thank my family for always supporting me. Now I will again have some more time to shop and play golf. Veronica Boxberg Karlsson

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  • Kustantaja / Valmistaja Better Business Books
  • ISBN 9789197822251
  • Tuotekoodi 9789197822251
  • Kirjoittajat Veronica Boxberg Karlsson
  • Kuvittajat Tommy Jansson
  • Tekijät Anders Modin
  • Kieli englanti
  • Thema-luokitus Liiketoiminta ja yritysjohto
  • Ilmestymispäivä 13.05.2015
  • Vuosi 2015
  • Painos 2
  • Sivumäärä 261
  • Pituus (mm) 225
  • Leveys (mm) 155
  • Korkeus (mm) 18
  • Paino (g) 491
  • Sisältö The Book About Mystery Shopping Improving business by measuring management Chapter 1 – The importance of excellent customer service 1.1 Customers are ignored – and who cares? 15 1.2 The Moment of Truth 16 1.3 Customer service – a hidden opportunity 17 1.4 Brand Delivery 20 1.5 Customers that don’t come back 21 1.6 The customer is always right, even when he/she is not 22 1.7 Customer complaints and service recovery 23 1.8 The need for Mystery Shopping 25 1.9 Measuring Quality 26 Chapter 2 – The Mystery Shopping Industry 2.1 What is Mystery Shopping? 30 2.2. Methods of Mystery Shopping 32 2.3 Integrity shops 35 2.4 Who is a Mystery Shopper? 36 2.5 History 40 2.6 Benefi ts for all parties 41 2.7 How is Mystery Shopping used? 49 2.8 Who is using mystery shopping? 51 2.9 Myths and objections 53 2.10 The difference between Mystery Shopping and Market Research 56 2.11 Mystery Shopping and IVR/Comment Cards 57 2.12 Who Provides Mystery Shopping Services? 59 2.13 In house mystery shopping programs 59 2.14 Industry fi gures 61 Chapter 3 - Standards, Regulations and Legislation 3.1 The trade organisation for Mystery Shopping 66 3.2 Mystery Shopper Certifi cation 67 3.3 Scams 68 3.4 Standards and Ethics 69 3.5 Legislation 70 3.6 The Union 73 10 The book about Mystery Shopping Chapter 4 – Developing and Starting a Successful Mystery Shopping Program 4.1 Preparations 76 4.2 Setting Business Concept and Strategy, Goals and Standards 80 4.3 What can be measured and how? 82 4.4 Developing Employee Competence 86 4.5 Rewards and Incentive programs 4.6 The Management’s Responsibility 87 4.7 Developing a Mystery Shopping program 4.8 Selecting and hiring a Mystery shopping provider 89 4.9 Request for Proposal (RFP) and Agreements 93 4.10 Global projects 95 4.11 Creating a checklist (questionnaire) 96 4.12 Visits – different types of visits 98 4.13 Confi dentiality agreements 4.14 Information and communication within the organisation 100 4.15 Developing scenarios and guidelines for the visits 103 4.16 Creating training materials 104 Chapter 5 – Fieldwork 5.1 Starting a project 107 5.2 Recruiting and matching objective Mystery Shoppers 111 5.3 Scheduling 115 5.4 Briefi ng 117 5.5 The visit 119 5.6 Comments and Editing checklists 121 5.7 Quality control 122 5.8 Scams by shoppers 125 5.9 Paying Mystery Shoppers 126 Chapter 6 – Results and Return on Investment 6.1 Reporting results 130 6.2 Communicating results 134 6.3 How to achieve improvements 137 6.4 Pitfalls and misuse of a Mystery Shopping Program 139 6.5 How to Make the Most of a Mystery Shopping Program 144 6.6 How much does Mystery Shopping cost? 146 6.7 Return on Investment (ROI) 148 6.8 Client testimonials 154 6.9 Working with Mystery Shoppers and Clients 160 6.10 Conclusions from research about Mystery Shopping 165 11 Chapter 7 – The future of Mystery Shopping 7.1 MSPA Global Trend Report shows seven Mega-Trends 169 7.2 Predictions about The future of Mystery Shopping by Mystery Shopping providers worldwide 170 Vendors/Developers of software to the Mystery Shopping industry 198 Appendix 8.1 Mystery Shopping Glossary 205 8.2.1 MSPA Code of Professional Standards and Ethics Agreement for Members 211 8.2.2 MSPA Code of Professional Standards and Ethics Agreement for Mystery Shoppers 212 8.2.3 MSPA Guidelines for Mystery Shopping 214 8.2.4 Extract from the offi cial MSPA Guidelines for Mystery Shopping 225 8.2.5 ESOMAR Mystery Shopping Guidelines 227 8.2.6 MRA Position Paper 237 8.2.7 An Abstract about Mystery Shopping from MRS CODE OF CONDUCT 238 8.2.8 Sample agreement regarding employee names in reports 240 8.3.1 Sample scenario and guidelines 241 8.3.2 Sample checklist 243 8.3.3 Instructions for editing checklists 244 8.4 Internet Statistics 247 8.5 Case study, article ”Beyond mere measurement” 248 8.6 Case study - About Face 250 8.7 Results from The Smiling Report 2004-2012 252 8.8 Books about Mystery Shopping 256 8.9 The Mystery Shopping Academy 257 8.10 Contributors and references 258 8.11 Web links 260 8.12 About the Author 261
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