Secret Shopper Reports – Writing Good Comments
In addition to the yes or no questions on mystery shopper reports you will almost always be asked to provide comments. How can you make your comments more valuable to the client and the mystery shopping company? Here are some tips.
Do not simply restate the question in the comment. Add helpful information to expand on the information provided in the yes or no answer. For example, if you are asked, “Did any associate invite you to return?,” go beyond commenting, “No one invited me to return,” and say something such as, “None of the three associates with whom I interacted invited me to return.” See what that adds? Now they know that there were three associates who did not uphold the standard.
Make sure your comments are clear. “The hostess walked my companion and me to the table. The edge of the rug was turned up and she tripped on it.” Huh? Who tripped-the hostess or your companion? What happened then?
If the question is, “Were all items in the display case clearly priced?,” do not comment, “All of the items in the display case were not clearly priced.” It violates both of the previous rules: It restates the question and it is also not clear. Does it mean that some, but not all, of the items were not clearly priced? Or does it mean that none of the items were clearly priced? Were there prices in the case, but it was not clear to which items they applied? Explain exactly what you found: “Three of the twelve items in the display case were not priced.”
Your comments should tell the client something they do not already know. “There were neon signs in the front windows.” Uh, they know that. If you want to comment on the signs, you might say, “The neon signs in the front windows were fully illuminated.”
Do not tell them what to do. “They need to train their employees better, and teach them not to be so rude.” No, no, no! Just describe what the employees did. It will be clear to the client what they need to do.
Avoid adding your opinions, unless they are specifically requested. If you do not like the merchandise, or think the prices are too high, keep it to yourself.
Write a report that creates the experience of watching the shop on video. Think of yourself as a journalist who is recording the facts of your visit and reporting them objectively.
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