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.