Becoming a secret shopper opens up a world of retail evaluation that is as educational as it is intriguing. As a mystery shopper, you’re tasked with evaluating various aspects of the customer experience in businesses ranging from retail stores to restaurants and even service providers. This clandestine role introduces a lexicon of industry-specific terms that are essential for anyone delving into this fascinating field. Here are some key terms you’ll encounter as a mystery shopping provider:
1. Assignment
An assignment is the specific task or job you are given to complete as a secret shopper. It outlines where you need to go, what you need to do, and what you need to observe. Assignments can vary widely, from visiting a clothing store and evaluating the staff’s customer service to dining at a restaurant and noting the quality of the food and cleanliness of the establishment.
2. Scenario
A scenario is the detailed script or set of instructions you follow during an assignment. It might involve specific questions to ask, items to purchase, or behaviors to exhibit. The scenario ensures that all mystery shoppers assess the same criteria, providing consistency and reliability in the data collected.
3. Audit
An audit is a thorough and systematic examination or evaluation of a particular aspect of the business. This can include financial audits, inventory audits, or compliance audits. As a secret shopper, you might conduct a customer service audit, assessing how well the employees adhere to company policies and procedures.
4. Evaluation Form
An evaluation form is the document you complete after your assignment. It typically includes questions about your experience, such as the cleanliness of the store, the friendliness of the staff, and the overall atmosphere. The evaluation form is crucial for providing feedback to the business.
5. Debriefing
Debriefing is the process where you provide a detailed mystery shopping research report of your findings after completing an assignment. This can be done in person, over the phone, or through an online portal. The debriefing allows you to share your observations and any issues you encountered during your visit.
6. Compliance Check
A compliance check is a specific type of assignment where you verify that the business is adhering to certain laws, regulations, or company policies. This might involve checking that employees are following health and safety guidelines, or ensuring that age-restricted products are not being sold to minors.
7. Mystery Shopping Provider (MSP)
A Mystery Shopping Provider is a company that hires secret shoppers and assigns them to various businesses. MSPs act as intermediaries between mystery shoppers and the businesses that need their services. They provide training, assignments, and support to their network of shoppers.
8. Shopper ID
Your shopper ID is a unique identifier assigned to you by the MSP. It is used to track your assignments, payments, and performance. Keeping your shopper ID secure and confidential is crucial, as it is your key to accessing assignments and submitting reports.
9. Reimbursement
Reimbursement refers to the compensation you receive for any purchases you make during an assignment. For example, if you’re required to buy a meal at a restaurant or purchase an item at a store, you will be reimbursed for the cost, provided you follow the guidelines set by the MSP.
10. Objective vs. Subjective Reporting
Objective reporting involves providing factual, unbiased observations. For instance, noting that the store had three employees on the floor is an objective observation. Subjective reporting, on the other hand, includes your personal opinions and feelings, such as stating that the staff seemed uninterested. Mystery shoppers are trained to focus on objective reporting to provide accurate and actionable feedback.
11. Baseline
A baseline is the standard or reference point against which future evaluations are measured. Establishing a baseline helps businesses understand their starting point and measure improvements or declines in performance over time.
12. Surcharge
A surcharge is an additional fee that might be added to the cost of an assignment, typically to cover expenses such as travel or specific requirements of the assignment. Understanding surcharge policies helps you gauge the total compensation for your efforts.
Conclusion
Secret shopping is a unique and rewarding activity that requires a keen eye for detail and a clear understanding of various industry-specific terms. Mastering this lexicon enables you to perform your assignments effectively, providing valuable insights that businesses can use to enhance their customer experience. Whether you’re new to the world of mystery shopping or a seasoned professional, familiarizing yourself with these terms will enhance your efficiency and effectiveness in this covert role.