The Mystery Shopper’s Manual

It would seem that a simple way to explain what something was like would be to compare it to something else. We do that all the time: “The movie was kind of like When Harry Met Sally, but not as funny.”

However, unless specifically requested, you should avoid making comparisons in your mystery shop reports. Reports should include only information about what occurred during your visit, and should not reference any experience outside of that time and place.

Let’s look at some examples of what you should NOT put in your reports.

“It took 17 minutes to get our food, but the restaurant was much busier than it usually is.”
Just say that your entree arrived 17 minutes after you ordered.

“The parking is much easier at this store than at the downtown location.”
You might comment that you were able to get a parking spot right by the door, but do not compare it to another store.

“I thought the prices were too high. I can get better service at Jasmine’s, and their prices are much lower.”
This one is a two-fer: a comparison and an opinion. Neither of them belong in your reports.

“Pat was much friendlier than the salesperson who was here before.”
That’s just wrong. Say what Pat did, but do not compare him to anyone else.

“I like the selection better at LaRitzy Boutique.”
By now you get the idea. No comparisons.

There are times when you are asked opinion questions that cause you to make comparisons. For example, you might be asked to compare this visit to a recent customer experience at another business. If you are not asked for comparisons, do not make them.

To sum up:

Do not compare one business to another:
“The portions are larger at Jack’s BBQ.”

Do not compare one location to another:
“The staff is friendlier at the mall store than here.”

Do not compare one visit to another:
“Service here is usually prompt, but it was slow tonight.”

Just give the facts as if this is the only time you have ever been to this location, and you have never been to any place even remotely like it, ever in your life.

Sticking to objective facts in your reports will always make them better and more valuable to the client.