The mystery of shopping

WHILE most people associate mystery shopping with customer service feedback, Market Equity’s newest division, Spectre, hopes to change that perception.

Market Equity has recruited former UK NOP World executive Nathalie Petit to head up the new unit in an attempt to make mystery shopping a core business activity, according Market Equity chief executive officer Brent Stewart.

“We’ve always offered mystery shopping to our existing clients as an added value service, and we’ve now got the opportunity to offer a true gold-standard in this increasingly important area of research with the addition of Nathalie to the team,” Mr Stewart said.

Ms Petit joined the team a few weeks ago after spending six years at NOP World, where she developed that business’s mystery shopping unit.

“Mystery shopping has become a commodity by various agencies and is used mainly to research customer service. They get results and send it back and that’s it,” Ms Petit said.

“I am doing a whole package. I have a contribution in the inception, from launching it to the mystery shopping to reporting. The reporting can be used as an internal communication tool, a motivation tool, and a staff-training tool and the information can be used to build these.

“I try and understand what the client wants and then design a program that matches their needs, the mystery shopping is just the tool to get the results.”

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