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Mystery Shopping Measurements

Mystery Shopping Measurements

Brands and services are continuously evolving, exploring diverse channels to engage with their customers. As these communication channels expand, so do the varieties of Mystery Shopping available in the market.

Broadly, Mystery Shopping can be categorized into four (4) main types:

In-Store Mystery Shopping

In-store Mystery Shopping is the most traditional and widely practiced form of Mystery Shopping. In this approach, Mystery Shoppers visit a physical store as prospective customers to carry out one or more of the following tasks:

Observe and evaluate the store’s appearance.

1. Inquire about a specific product

2. Make a purchase

3. File a complaint or return a product.

Calling Mystery Shopping

Calling Mystery Shopping involves Mystery Shoppers acting as prospective customers and communicating via telephone or mobile phone. These calls are directed to a store or a specific sales advisor representing the brand or company.

During the Mystery Call, the shopper may perform one or more of the following tasks:

1. Inquire about a product or service

2. File a complaint about a product or service

3. Schedule an appointment to visit the store.

 

Mail Mystery Shopping

Mail Mystery Shopping utilizes one of the most traditional forms of communication: writing a letter and mailing it to the designated recipient. The correspondence is tailored to meet the objectives of the Mystery Shopping assignment, which may involve a combination of letter writing, phone calls, or email communications.

Online Mystery Shopping

Online Mystery Shopping involves evaluating a company’s digital customer service channels, including websites, e-commerce platforms, mobile apps, and chatbots. This type of Mystery Shopping focuses on assessing the user experience, responsiveness, accuracy, and overall quality of digital interactions.

 

Chatbot Mystery Shopping

Chatbot Mystery Shopping is a specialized method of evaluating the performance, effectiveness, and customer experience provided by a company’s chatbot or virtual assistant. This type of mystery shopping focuses on how well the chatbot interacts with customers and fulfills their needs in various simulated scenarios.  The mystery shoppers typically simulate real customer scenarios to assess user the user experience, response accuracy, efficiency, and escalation protocols.

 

E-mail Mystery Shopping

Email Mystery Shopping is a method used to evaluate a company’s customer service through email correspondence. Mystery Shoppers act as prospective or existing customers and send emails to a company’s designated contact point, such as customer service, sales, or support teams.

The evaluation typically focuses on response time, accuracy, professionalism, completeness, and brand consistency.

Website Form Mystery Shopping

Many company websites feature structured “contact forms” or “enquiry forms” that allow customers to provide feedback, ask questions, or submit complaints. In Website Form Mystery Shopping, these forms are used to initiate contact and evaluate the company’s responsiveness and quality of service through this communication channel.

 

Social Media Mystery Shopping

Social media platforms have become increasingly popular for brands to engage with customers, not only for advertising products, services, or trends but also as a communication channel. Common platforms used include Facebook, Twitter, and Instagram.

In Social Media Mystery Shopping, inquiries or messages are sent via platform-specific messengers or by tagging the brand or company’s posts. This approach evaluates the brand’s responsiveness, tone, and effectiveness in addressing customer needs on social media.

 

Live Chat Mystery Shopping

Live chat has become a widely used communication channel among service providers, including the insurance, banking, telecommunications, and e-commerce industries.

In Live Chat Mystery Shopping, Mystery Shoppers engage with live agents via the chat platform to make inquiries or file complaints. A carefully designed set of questions is provided to ensure the conversation feels genuine and flows naturally, allowing for an authentic assessment of the agent’s performance and the overall customer experience.

Dr. Sharbani bin Harun

Independent Consultant


Dr. Sharbani bin Harun is a seasoned Independent Consultant with a wealth of expertise in strategic advisory services. His over thirty years of experience in strategic management, finance, and technology management, coupled with a proven track record of driving organizational growth and performance, make him a reliable and competent professional.

Dr. Sharbani's leadership and ability to drive growth and performance were evident during his tenure as the Group Chief Financial Officer (GCFO) and Senior Vice President (SVP) at Technology Park Malaysia Corporation Sdn Bhd (now known as MRANTI) from July 2006 to August 2021. His 15-year tenure was marked by his pivotal role in catalyzing the growth of Malaysian technology firms. As the company's second-in-command, he often stepped into the role of Interim CEO, collaborating closely with senior officials from the Ministry of Science, Technology and Innovation (MOSTI) and the Ministry of Finance (MOF). He also served on the boards of all four subsidiary companies under TPM, encompassing sectors such as biotechnology, advanced engineering, information technology, and higher education.

Dr. Sharbani's commitment to excellence and ability to deliver actionable insights make him a valuable asset to any organization seeking to achieve its strategic objectives. He holds a Doctor of Business Administration (DBA) from Multimedia University (MMU), where he focused on innovation and technology management. He also earned an MBA in Venture Capital Management from Universiti Teknologi Malaysia (UTM) and is a Chartered Accountant (CA) with memberships in the Malaysian Institute of Accountants (MIA) and CPA Australia. As an independent consultant, Dr Sharbani leverages his extensive experience and academic credentials to provide tailored strategic advisory services, focusing on enhancing organizational performance and navigating complex business landscapes for clients.

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