Reprinted with permission from the eBook, 'A View Into the World of Mystery Shopping – No Longer a Mystery!'
© 2004 Lori Moody

There are several keys to successful evaluating. You must consider the following in order to ensure a proper report product.

Objectivity.
When conducting a mystery shop, objectivity is very important. Prior visits at the location, or interactions with employees, should have absolutely no bearing on the current evaluation, whether it be a past positive or negative experience. Ensure that you are able to forget past experiences and provide a report based upon this objective experience.

Demeanor.
Be natural! Every time you conduct a shop, you need to take into account what would be natural — while in a restaurant, would you ask your server a question such as “is your Filet Mignon on special tonight?” No. You would more likely ask “do you have any specials this evening?” if this information was not offered by the server. Always allow the employees to suggestive sell prior to inquiring.

Details.
It is imperative that you observe all details! Failure to obtain employee names, descriptions, attire, interaction with customers, cleanliness of a location, etc. negates the report and does not provide the retailer with accurate information.

Timing.
Familiar with the phrase “Timing is everything”? WEAR A WATCH! Timing is very important in the mystery shopping industry. Not only does it provide the retailer with timing information, but it ensures that employees referenced in the report are the correct employees working the correct shift, etc. Additionally, most retailers require exact timing between greetings, service offered, service received — the list goes on. You would be surprised at how easy it is to misjudge timing — for example, brush your teeth — time yourself — then estimate how much time you think you actually spent — WOW! I thought I was brushing a lot longer than this!

Anonymity.
Obviously, we’re called “mystery shoppers” for a reason! Ensuring that you are not discovered is imperative, not only for the current mystery shop you are conducting, but for potential future shops you may conduct at that same location. If an employee asks you if you are a mystery shopper, deny! “What’s a mystery shopper?!” Discretion.
Never take your evaluation into the location you are evaluating! And do not make notes at the table or within view of employees. They are very keen to mystery shoppers and will spot you! Included in this book you will find a “cheat sheet” form which will help you remain discreet. Following are some tips on creative notetaking during your evaluation. Do not rely on yourself to recall the events of the shop --- it is amazing how quickly we forget names and specific details! See next page for a few tips!

NOTETAKING TIPS

• Use your mobile telephone to discretely call your answering machine and leave notes!
• When retail shopping, take a shopping list – act as if you are referring to the list to jot down notes!
• You can also use your checkbook register – many times, when not acting as a shopper, I balance my checkbook while waiting for a meal to be delivered, etc. This is very typical behavior and will not draw attention of the employees!
• If conducting a restaurant shop alone (or with a guest), take the newspaper, and act as though you are completing the crossword puzzle! Look up and observe your surroundings as if you are attempting to determine an answer – it works wonders!
• If dining with a spouse, take a travel brochure, “new homes” guide or other type of brochure along. Act as though you are planning your next vacation or choosing a home, and write notes in the brochure!
• Always use the restroom! Since you must usually inspect it during your evaluation, visit the stall and write notes. This is where the “cheat sheet” included in this book comes in handy!
• Take a Dictaphone with you – dictate your narrative (or reference notes) while driving away from the location!
• Take your laptop computer with you - while your partner drives, begin writing your report. Imagine how good you will feel when you get home and your report is written!

Like what you've just read? The eBook 'A View Into the World of Mystery Shopping – No Longer a Mystery!' is available for immediate purchase and download for just $14.95. With over 56 pages of insider tips, tricks and secrets this is a must read! The book covers topics such including What is Mystery Shopping? - How to Get Started - What to Expect - Successful Evaluating - Successful Reporting - Quick Tips for Bar Shops - Necessary Tools - Payment - Keys To Success - Standing Out From Other Shoppers - Resources - Cheat Sheets - Tax Templates and Sample Narratives.

For more information see Lori's website at www.service-evaluations.com