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Article no.: 5

The book about Mystery Shopping

Improving Business by Measuring Management

“Finally a book explaining mystery shopping in a structured and rewarding way”
Christian Grönroos, Professor of Service and Relationship Management at Hanken School of Eceonomics, Helsinki.

”Veronica Karlsson is the authority on mystery shopping. In this edition, Veronica takes the reader on a step by step process of what mystery shopping is and how to put it to use for maximum effectiveness. Veronica speaks from personal experience, as one of the leading global providers

of mystery shopping services. She started the European chapter of MSPA, and has served in a leadership capacity for over 25 years, also as Chair of the Global Board”.

Mark Michelson Co-founder, MSPA

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“The book about Mystery Shopping is written by a true industry expert, it provides details and insights as to how Mystery Shopping should be conducted”

Michael L Bare, President – BARE International Inc. Co-founder, MSPA

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“Veronica’s book is a unique blend of experience and successful innovations in the art of Mystery Shopping”

Aftab Anwar CEO, Startex Marketing Services. Founder MSPA Asia/Pacific



Index

Chapter 1 – The importance of excellent customer service


1.1 Customers are ignored – and who cares?
1.2 The Moment of Truth
1.3 Customer service – a hidden opportunity
1.4 Brand Delivery
1.5 Customers that don’t come back
1.6 The customer is always right, even when he/she is not
1.7 Customer complaints and service recovery
1.8 The need for Mystery Shopping
1.9 Measuring Quality

Chapter 2 – The Mystery Shopping Industry
2.1 What is Mystery Shopping?
2.2. Methods of Mystery Shopping
2.3 Integrity shops
2.4 Who is a Mystery Shopper?
2.5 History
2.6 Benefits for all parties
2.7 How is Mystery Shopping used?
2.8 Who is using mystery shopping?
2.9 Myths and objections
2.10 The difference between Mystery Shopping and Market Research
2.11 Mystery Shopping and IVR/Comment Cards
2.12 Who Provides Mystery Shopping Services?
2.13 In house mystery shopping programs
2.14 Industry figures

Chapter 3 - Standards, Regulations and Legislation
3.1 The trade organisation for Mystery Shopping
3.2 Mystery Shopper Certifi cation
3.3 Scams
3.4 Standards and Ethics
3.5 Legislation
3.6 The Union

Chapter 4 – Developing and Starting a Successful Mystery Shopping Program
4.1 Preparations
4.2 Setting Business Concept and Strategy, Goals and Standards
4.3 What can be measured and how?
4.4 Developing Employee Competence
4.5 Rewards and Incentive programs
4.6 The Management’s Responsibility
4.7 Developing a Mystery Shopping program
4.8 Selecting and hiring a Mystery shopping provider
4.9 Request for Proposal (RFP) and Agreements
4.10 Global projects
4.11 Creating a checklist (questionnaire)
4.12 Visits – different types of visits
4.13 Confidentiality agreements
4.14 Information and communication within the organisation
4.15 Developing scenarios and guidelines for the visits
4.16 Creating training materials

Chapter 5 – Fieldwork
5.1 Starting a project
5.2 Recruiting and matching objective Mystery Shoppers
5.3 Scheduling
5.4 Briefing
5.5 The visit
5.6 Comments and Editing checklists
5.7 Quality control
5.8 Scams by shoppers
5.9 Paying Mystery Shoppers

Chapter 6 – Results and Return on Investment
6.1 Reporting results
6.2 Communicating results
6.3 How to achieve improvements
6.4 Pitfalls and misuse of a Mystery Shopping Program
6.5 How to Make the Most of a Mystery Shopping Program
6.6 How much does Mystery Shopping cost?
6.7 Return on Investment (ROI)
6.8 Client testimonials
6.9 Working with Mystery Shoppers and Clients
6.10 Conclusions from research about Mystery Shopping

Chapter 7 – The future of Mystery Shopping
7.1 MSPA Global Trend Report shows seven Mega-Trends
7.2 Predictions about The future of Mystery Shopping by Mystery Shopping providers worldwide
Vendors/Developers of software to the Mystery Shopping industry

Appendix
8.1 Mystery Shopping Glossary
8.2.1 MSPA Code of Professional Standards and Ethics Agreement for Members
8.2.2 MSPA Code of Professional Standards and Ethics Agreement for Mystery Shoppers
8.2.3 MSPA Guidelines for Mystery Shopping
8.2.4 Extract from the offi cial MSPA Guidelines for Mystery Shopping
8.2.5 ESOMAR Mystery Shopping Guidelines
8.2.6 MRA Position Paper
8.2.7 An Abstract about Mystery Shopping from MRS CODE OF CONDUCT
8.2.8 Sample agreement regarding employee names in reports
8.3.1 Sample scenario and guidelines
8.3.2 Sample checklist
8.3.3 Instructions for editing checklists
8.4 Internet Statistics
8.5 Case study, article ”Beyond mere measurement”
8.6 Case study - About Face
8.7 Results from The Smiling Report 2004-2012
8.8 Books about Mystery Shopping
8.9 The Mystery Shopping Academy
8.10 Contributors and references
8.11 Web links

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