The Mysterious Buyer Relevance in Marketing

Carlos Mora Vanegas

The business schools, especially those identified fully with the specialty markets, such as would graduate programs in this specialty, whether in the provision of specialists or master, can not ignore the scope, impact tool that generates the mystery shopper.

The specialty program graduate of the specialty of the quality management and productivity, Faces of the University of Carabobo, Valencia, Venezuela, too much emphasis on what mystery shopper (Mystery Shopper) represents. Provided through the chair of modern marketing involves all the knowledge that this tool and teaches its participants and act as a mystery shopper

It is known that mystery shoppers are paid by the task of visiting restaurants or other businesses as customers, then provide feedback that is seen, heard and experienced. Our customers use the feedback to help improve customer service.

The mystery shopper is an observation technique in which various aspects of a predetermined point of sale are observed and recorded by unexpected guests. Aspects such as the overall image expressed by the point of sale, the level of service and customer friendliness, by business consultants and how your product is being promoted and sold

It is known that the Customer Service Mystery covers key aspects of the duty cycle experienced by the client and the critical points in the management of its outlets, such as customer intention of sale, store image, the control the collection, campaigns and promotions, and a wide range of requirements demanded by customers based on their personal characteristics.

Mystery Customer who is the contractor provides, market research information that was previously defined in conjunction with the client, in order to transmit back where deviations have been generated as to what is to be considered a good service

Multi-value.com on the subject gives us the following question: Why use a mystery shopper?

Information obtained during these visits not only is analyzed in various ways, but can also be used within your organization.

In general there are three main methods of applying the tool "mystery shopper".

• As an incentive to improve the behavior of staff

• As a tool for assessing product knowledge and service offered

• As a policy tool, for example, to external strategy of companies.

The mystery shopping can be done by professional mystery shoppers, our observers, but also for its own customers and staff. The advantage of displaying various types of mystery shopping is that it allows you to acquire a broad view of its outlets and its organization. Depending on the specific requirements of your study, we will decide with you what kind of mystery shopper you choose.

A more specific analysis of the relevance, scope of this technique provides not

wexter.es / ms / index.html specifically noting that in a competitive market the excellence of products and services play a crucial importance. Hence the importance of investigating the consumidores.Ponerse saying in the skin of consumers of our product or service is vital to understand more and better, that way they perceive each of the components that make up the total.

What do you think the price? Is it good packaging? Do they know how to use it?

Are they well attended? Does competition uses the same weapons?

Just add, competitive intelligence that gives concrete answers by techniques such as mystery shopping (mystery shoppers, mystery shopper, buyer ghost ..)

This technique has many applications:

-Knowledge of the actual quality of products and services perceived by the final consumer

-Improve and design of products and services

-Study in detail of the competition

Real-Operation of equipment and systems sales.

Companies that routinely use this technique:

-Sector services such as hotels, restaurants, services and mobile phone companies, airlines, ..

Sector-distribution supermarkets and hypermarkets, petrol stations, car dealerships, car rental ...

Banking, banks, insurance companies, credit cards, ...

External services, employment agencies, call centers, health telematics, ..

Internet-Companies that use this method to meet both the quality of their services as their direct competitors. Hosting, ADSL, etc ...

The use of these techniques has one goal:

Constantly improving the quality and full commitment to customer satisfaction.

Another factor to consider in implementing these measures is regularity. The results are obtained with a constant measurement and training policy, information and improvements that must be applied continuously.

Definitely that a suggestion of Victor Manuel Quijano, If you want to improve customer service, nothing can take its place. Use the coat of Sherlock Holmes and find out how they deal with buyers in your company.

Most entrepreneurs are convinced of the importance of meeting their clients well and have a genuine interest in improving the service we provide, however, to design actions to improve care, they face a conflict: do not know where to start.

The first suggestion is to measure the service - to assess the quality - which is offered to consumers. This, for two reasons:

If not measured, it is hardly better (so say the great gurus of the quality and management).

To identify the strengths and weaknesses of the company. Often, small businesses try to serve customers well but often do not know exactly what they do well and what they do wrong.

Probably what you think captivates its customers, they do not even care.

What you do and love to their buyers, perhaps more to obey instinct that a planned process.

If you want to create a controlled and reproducible system that guarantees satisfaction and, therefore, the loyalty of their customers, must begin to measure the quality of service they give.