Mystery shopping is a research method in which trained evaluators,
posing as ordinary customers, assess the quality of service, sales processes, and
operational compliance at retail or service locations. Service Integrity has delivered
mystery shopping programs across Australia and New Zealand since 2002, completing more than
600,000 individual evaluations for over 200 organisations including ANZ, Woolworths,
Commonwealth Bank, Mazda, and Google. The company holds MSPA Elite accreditation — the
highest global recognition tier from the Mystery Shopping Providers Association — and
directly manages offices in Sydney, Wollongong, Auckland, Shanghai, and Tokyo. Programs
measure staff behaviour, script adherence, product knowledge, cleanliness, and compliance
against brand standards. Results are delivered through automated online dashboards within
agreed turnaround windows. Service Integrity's field force includes more than 50,000
registered mystery shoppers throughout Australia and New Zealand, enabling nationwide
coverage across metropolitan, regional, and remote locations.
Not all customers are the same right?
Not all staff are the same right?
Yet organisations try to implement “consistent” sales, service and employment policies. What they are really seeking is standardisation.
It’s like buying every kid the same gift for Christmas and ignores their personal preferences.
I hear you. Your wondering if I’m suggesting personalised service for each person.
Well, the internet is getting there with (albeit algorithmic) personalisation. And all is not lost for physical stores. But ‘more of the same’ doesn’t work.
That’s why places like Macy’s in the US announced the shedding of 6,000 jobs and 100 stores this week. Kohl’s made a similar announcement.
Not only is department store shopping inefficient, but everyone gets treated the same. Generically.
Problem is. Not even the generic service is the same. We find in our Mystery Shopping that even generic is hard to achieve. Why? Because staff are not engaged. Why? Because they are also treated generically.
Confusing standardisation with consistency is self-defeating, and ultimately, destructive.
