This method allows companies to evaluate the quality of service provided to customers through specially trained shoppers. They act as real customers, observe the service process, and record all observations without the staff knowing they are being evaluated. Evaluations can be conducted in-store, by phone, by email, or through other channels, depending on the company’s service procedures.

What can be evaluated in the research:
– staff etiquette (courtesy, kindness, etc.);
– communication skills (clarity, vocabulary, grammar, etc.);
– response times;
– staff appearance and adherence to company dress code;
– compliance with company standards and rules;
– merchandising practices;
– sales techniques, including the ability to identify customer needs and willingness to assist;
– store parameters (decor and branding, interior and exterior appearance, cleanliness, marketing displays, working hours, parking availability, ease of access, signage);
– other factors influencing sales.