A "mystery customer" is a signatory of a market research (survey) consulting company or a mystery shopping company. After professional training, they entered the sales stores designated by customers as ordinary customers, observed the products in the stores, made unannounced visits to the environment of the stores, the behavior, language and standardization of sales, recorded the words, deeds and situations violating the rules by recording, photographing and even video recording, and filled out questionnaires in a hidden place outside the stores. If customers need it, they can also investigate the relevant situation of key competitive brands, such as unannounced visits, taking photos, and even making direct consumer purchases (returning the shopping to the entrusting party afterwards). These investigators are called "mystery customers" in the industry because they conduct investigations in secret under the cover of customer identity. Market research/research company researchers collate and analyze hundreds of questionnaires and make analysis reports that meet customer needs.
Allison has been using this technology for 10 years, mainly providing services for IT products, communication products, various window service units, transportation agents and automobile sales.
2. The application of "mystery customer" survey
Well-known enterprises at home and abroad, such as Epson, McDonald's, KFC, China Mobile, China Unicom, Lenovo, etc. , both take the market research/investigation company as an "independent third party" management role, and adopt continuous "mystery customer" market research as an important means of enterprise management, which successfully solves the problem of terminal management and achieves good results and economic benefits. At present, China's home appliance industry has gradually achieved the success of the "mystery customer" survey, and Haier, Little Swan and other enterprises have carried out this type of survey. LG and other international home appliance companies have also taken similar surveys. For example, LG Company adopted a "real discount" survey, in which "mystery customers" actually conducted a complete whole process of purchase, use and after-sales, so as to understand the overall performance of the store terminal.