Do companies still need mystery shoppers in the era of social media?

By | July 5, 2012

Now that it is becoming easier and easier to get customer feedback, will the need for mystery shoppers disappear?When it is easy to give feedback, do we still need mystery shoppers?

Well, there’s good news and bad news on that.

Because it has become so easy, there are certainly way more customers providing customer feedback than ever before. And, unlike official mystery shoppers, they don’t ask to be paid for their feedback.

On the other hand, there are certain types of feedback you can get from a paid mystery shopper that you can’t get reliably from customers who volunteer.

  1. Paid mystery shoppers will provide more detail. They will comment on every aspect of the business that you ask them to comment on.
  2. Paid mystery shoppers are less biased. People who volunteer feedback are likely to feel strongly: either positively or negatively. But they don’t represent the majority of your customers, who are not at the extremes.
  3. Paid mystery shoppers can be assigned to test the site or visit the store at specific times of day or days of the week. That lets you test your site/store under a wide variety of conditions.

If you want to learn more about website usability testing and internet marketing, please visit our sister site, http://emarketingmama.com.

 

If you want to be a web mystery shopper,  sign up here.

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