Shining a Light on Mystery Shopping

By Donnie Starr On August 27, 2008 Under Small Business The perception a customer holds of a brand, a store and a service are vital to a company's success. Voluntary customer feedback programs typically highlight only those aspects of the franchise that provoke a very strong opinion, either good or bad. A comprehensive "Mystery Shopping" program, on the other hand, provides a view of what occurs in the service environment at a given moment, seen through the eyes of a real customer.