A “Mystery Shopper” Study is used to evaluate the functionality of offices and the performance of their staff. This research method assesses customer service quality in various establishments, including public offices.
How the Study Works?
It involves a specially trained auditor (called a mystery shopper) playing the role of a customer (i.e. in this case a resident) who observes the manner of service. The observations obtained in this way are recorded and reported in a special research questionnaire. This allows you to identify places where problems occur or where appropriate procedures do not function, which is a starting point and outlines guidelines for preparing and implementing corrective actions, e.g. training programs or introducing customer service standards/procedures. As a rule, this type of research is hidden - the mystery shopper does not reveal his role to the surveyed office workers, thanks to which he observes the actual course of the service process. The observation is planned and intentional (according to a scenario), which makes it possible to compare service in different facilities (e.g. in different offices or in different departments of one office) and in different periods.
What residents pay attention to?
Offices decide to conduct a "Mystery Shopper" survey because the quality of officials' work is important in assessing the quality of the office's work. Let us remember that in accordance with the 7P marketing model (characteristic of the service sector), residents assess the quality of office work through the prism of three important factors:
- office building, i.e. the physical features of the facility - e.g. availability of parking spaces, ability to use an elevator, aesthetics and cleanliness of the office premises, clear navigation around the building, etc.,
- official procedures (the more transparent and easier they are for the resident, the better the assessment of the quality of services provided by the office may be),
- people, i.e. officials working in the office - not only knowledge and competences are assessed, but also behavior, way of addressing customers, personal culture, language and vocabulary, appearance, etc.
What is the test for?
The "Mystery Shopper" survey, conducted in city and commune offices, serves primarily:
- systematic control of the level of service quality in the office,
- stimulating and motivating office employees (mere awareness of the research project being implemented improves the attitude and behavior of staff towards clients/residents),
- building appropriate training and training programs for the office staff,
- tailored to the actual needs,
- shaping a positive image of the office among residents,
- formulating and updating office procedures and standards supplementing information on the office's work obtained as part of surveys and group interviews
We write about these studies in the articles:
https://mediamiejskie.pl/blog/od-badania-opinii-do-zdrowiea-mieszkancow/
and https://mediamiejskie .pl/blog/badania-fokusowe- czy-wywiady-grupowe-w-urzedzie/
Examples
An example of the positive consequences of the presence of a mystery shopper in the office are the changes introduced by the Warsaw City Hall, which had to face image problems a few years ago. Residents of the capital complained about the lack of support from officials, unclear procedures, and difficulties in dealing with matters. The office decided to conduct a "Mystery Shopper" study, which resulted in the definition and introduction of 26 resident service standards, divided into 4 groups: basic standards, service process, telephone conversation and difficult situations. In this way, the work of officials themselves was made easier and the quality of services offered by the office, perceived by residents, was improved.
The complete document "Customer service standards in the Office of the Capital City of Warsaw" at the link:
https://warszawa19115.pl/documents/20184/394263/standardy_obslugi_klienta_w_urzedzie_m.st_warszawy.pdf
Of course, mystery shopping research is used not only in offices, but everywhere where customer service is involved. The Business Consulting portfolio includes, among others: the following companies and institutions for which we conducted this type of research: Browary Tyskie (research accompanying the competition for the best Pub in Tyskie), KZK GOP (audit in customer/passenger service offices in connection with the implementation of the Silesian Public Services Card) and Twinpigs Amusement Park in Żory ( assessment of the quality of services at the "Texas" hotel).
