Growth of Mystery Shopping as a customer service audit tool

23 May 2014

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It was recently reported by the Mystery Shopper Providers Association (MSPA) that walk-in mystery shopping surveys in the United Kingdom had broken through 50,000 per month for the first time, and continues to grow at double digits. There are a number of reasons why this is happening, but the main reason is business owners and managers are recognising the ‘jewel in the crown’. Bricks and mortar are here to stay. The technological revolution will continue to build and is an integral part of doing business, however it is our view that businesses with both bricks and mortar locations plus an equal online presence, will be the long term winners.

And therefore the sudden surge in walk-in Mystery Shopping surveys as business owners and managers recognise the need to audit and obtain regular feedback on the customers’ perception of their brand delivery. At HOED NZ we are also experiencing growth in this category and are fielding numerous enquiries from businesses that have never considered this aspect of their business before. This is extremely positive for the industry and the consumer alike.

Richard J Potton. MD HOED & VIGIL

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