Mystery shopping is a rather vague term covering a wide range of assignments. Shoppers in the industry may also be called secret shoppers, performance evaluators, service checkers, frontline evaluators, or even merchandisers or survey takers. Most jobs involve posing as a typical customer and making observations which are later reported; however, other jobs may involve more high profile work like handing out surveys or putting up displays in stores.

Mystery Shoppers Provide Important Services

Competition for business today is keen, and savvy business executives know that it’s critical to provide good service. Though random customer surveys and feedback forms may provide some valuable data, a trained professional with an eye for both what is good and what can improve service can quickly and accurately provide information that would often be overlooked (though remembered) or never addressed by the average consumer.

Good service is critical in today’s competitive marketplace, and what owners don’t know or don’t hear about can mean the difference being making it and going under.

Recent research from the International Customer Service Institute has revealed that:

1. An attitude of indifference by an employee is the reason cited by almost 80% of customers who stop buying from a particular establishment.

2. Most unhappy customers (about 95%) do not complain when dissatisfied, but do damage in the long run by telling others about problems experienced.

3. On average an unhappy customer will tell 9-10 other people of their bad experience with a company. These people will, in turn, tell more than 20 others about this experience. That means almost 30 people will be aware of a problem with poor service at a business based on one single bad experience.

4. The cost of bringing in a new customer is 5 times higher than the cost of keeping an old (and hopefully) happy customer.   

5. The single most credible and respected advertising is word-of-mouth, so customer perceptions and what they think and say about a business goes a long way.

6. When shoppers think about a particularly great (or awful) experience with a business, the most common determining denominator in terms of perception of the experience is the service or how the shopper was treated during the trip by the employees.   

Given the importance of customer service and the impact on those shelling out the bucks, almost every service industry dabbles in mystery-shopping research. Some may contract through mystery-shopping companies over a long period of time while others subscribe to such services periodically or only very occasionally. A very few companies even hire directly with ads online and contacts through a national home office.

Many restaurants and department stores are visited by mystery shoppers. Financial institutions, gas stations, apartment complexes, banks, movie theaters, motels, and entertainment parks are also common on the list of businesses visited by secret shoppers. If a company serves the public, then they probably are evaluated at some point by an outside contractor with a mission to find out what a typical experience would be for a shopper off the street.

Employees are aware that they can and often will be mystery shopped, so don’t feel that you’re being super sneaky or doing something under the table. Employers overview the program and let workers know that all customers deserve quality service, and that quality checks help ensure that the company is performing well. The overall emphasis is not on trashing those hired to do jobs but rather in helping individuals learn how to perform well. Quality feedback can be quite valuable and can be used not only to help out those learning to or having difficulties in providing good service but also to reward those doing a great job.

An Old Business with a New Online Face

Mystery shopping is not a new field. Newspaper advertisements have been listed for years requesting individuals to cover such jobs. Some such postings still turn up in the print press under classifieds.

Today, however, most mystery-shopping assignments are handled online, including the applications, assignments, and final reports. Shoppers may occasionally receive calls at home when another shopper drops an assignment at the last-minute or when a position hasn’t filled, but most contact is online.

Getting Started as a Mystery Shopper

As with any job, it takes some time to research and find jobs in the mystery shopping industry. It can be slow going in the beginning, but once you begin to land some missions and become known for being reliable and effective, offers increase both in volume and often in appeal.

There are services available offering secret shopper job postings for a fee, but it’s not necessary to subscribe and pay for such information. There are a number of forums online where schedulers (those who set up the assignments) and fellow mystery shoppers share information about various companies and job openings. Run terms like “mystery shopping,” “secret shopper,” and “customer service evaluations” through an online search engine, and you’ll find a heap of links.

Review various customer-evaluation companies by visiting home pages and and also double check chat/message boards to see how other shoppers rate or feel about specific mystery shopping organizations. If possible, check and see what types of assignments are typically available and the locations. For example, if most of the postings are in a major city, and you live in a rural area, you’re unlikely to get much work unless you’re willing to drive, which takes both extra gas and time. In some cases, it’s difficult to get the specific details until accepted and given login data, but most sites include enough data to determine if you would be interested in working for the company or not.

You can also check with the Better Business Bureau online where such companies are generally listed under the category “Service Intelligence.” There are an estimated 500 companies currently involved in the mystery-shopping service business, and most are professional and fairly easy to work with, but there are always a few clinkers in any industry.

Signing Up to Shop

After identifying companies that seem to match your interests and with shops in your general area or when you see a specific job request by a scheduler posted that you could and would be willing to fill, you’ll need to go through the application processes to be included in the employee pool.

You’ll probably want to start with a fairly sizeable but not excessive list of companies. Five to twenty well selected companies would be a good target, since some may work out and some may not. If you live in an urban area, you may go with fewer companies, since more jobs are available. For small town residents, the jobs are less available, but the competition may also be lower.

Each company has a different process for application and sign up. Some mystery companies accept virtually all applications (though don’t make offers to all potential workers) while others screen and either give a thumbs up or down based on the initial paperwork.

Pay attention to details and fill out applications carefully. An inability to follow directions or poor writing skills (many companies require some sort of short essay) during the initial phase will mean that schedulers will hesitate to give an assignment (unless in a real bind) or will simply turn down the applicant who doesn’t appear to be able to deliver complete and well packaged materials. Just as in any other business, the quality of the product (the shopper in general and the shopping reports) will be critical in terms of the success of business. The application is, in effect, your job interview, so make a good first impression. You’re not there in person, so your writings will be the reflection of who you are and how you will work out.

Expect to fill out a general application, including background information including some (usually optional) more personal data. Though companies can’t legally require some information (age, race and so on), mystery-shopping companies may need or want that data to match assignments. For example, a mystery-shopping company may want to schedule a younger member (under age 30) for a bar/restaurant shop and may prefer an older shopper for checking out a financial institution (25 and up). The basic idea is to select a shopper who matches the typical client serviced by the company. In most cases, demographics are pretty flexible, but a few assignments are quite specific in terms of the shopper profile.

You’ll also be asked to indicate, on most applications, any previous experiences with mystery shopping. Be sure to list mystery-shopping-company names and not specific clients in describing work experiences. Most mystery shopping companies do not list clients and do not want specifics shared in a competitive industry. Indicate that you’ve worked for Joe’s Mystery Company and not that you’ve shopped Big Bobby’s Burgers and Janet’s Motel of Morgantown. It’s fine to specify the industries examined previously, so you can add restaurant and motel shops as far as descriptions. Just don’t name specific consumer company names. This suggests that you’re not familiar with the mystery-shopping industry and that you might not manage to stay incognito as necessary when serving as a secret shopper.

If you don’t have specific experience in the field, don’t stress it. Everyone must start somewhere. Most applications include fields to indicate why you’d be a good mystery shopper. Build on related experiences and skills to sell yourself as a new member of the mystery-shopping club. If, for example, you teach swimming classes and review stroke forms and give feedback, then this can be type of background can be shaped to show some experience with evaluation.

Indicate that you enjoy shopping and interacting and that you are perceptive and fair in your evaluations of others. Mystery shopping companies do want information about concerns, but they do not want chronic pessimists who see the glass half empty in every situation.

Being rather average in terms of appearance and personality can also be used to sell your usefulness as a mystery shopper. In other words, you need to come off as bright, fair, detail-oriented but not flamboyant enough to be stand out if given an assignment. If employees tag you as the mystery shopper the minute you walk in the door, then you won’t be able to provide the information needed. The whole idea is to see what the average consumer would experience if dropping in to shop.

In all application sections requiring free, essay-style writing, take great care with your general writing, spelling, punctuation, and grammar. Poorly-written reports must be edited by employers before being released to clients, and if you write sloppily during the application process, then you won’t look like a good candidate. There is no reason to take on sloppy writers when there are many around who can and will take the time and effort to do things right the first time.

Also, avoid opinion laden and overly personal styles of writing even in discussing your own background, interests, and perceived strengths. Use concrete and specific examples instead. This type of reporting is what will be expected later as you evaluate employees and services, so match the writing required for the position. Saying an employee “looked bad” is not very helpful when considering adjustments. Noting that an uniform was unpressed and stained and/or that an employee’s fingernails were dirty and hair uncombed is much more meaningful in terms of dealing with improvements.

Foot In the Door

Expect to hear back on mystery-shopping applications within hours or within days or weeks. Times vary greatly from company to company and depending on the needs of the company at any given time. Most do respond fairly quickly, but a few will only make contact when a good shopping match is spotted. A few may never respond.

In some cases, the online application is an initial step, and follow up documents which may be downloaded by link (email or on site) or mailed out may be required. Many companies, especially those with big client loads and lots of jobs, will require tax forms from the beginning while others only request that sort of data only if you’re working on a fairly regular basis with the company down the line.

If you earn more than $600 per year from any given company, they are required to turn in a tax form 1999 indicating earnings and to also provide you with a copy at the end of the year. As a private contactor (most mystery-shopping jobs are classified as such), it is then you’re responsible for the taxes at the end of the year. After the first year, high-earning mystery shoppers may be required to make estimated quarterly income-tax payments to the IRS and state tax department.

Once you’re in the door and have completed any required paperwork, most contact is by email and typically on a monthly or bi-monthly basis. Occasional, special assignments may also be noted. Many of the jobs are first-come, so check email often and click in quickly, or the jobs (especially the more appealing ones) will be taken. Do be sure that you can and will be able to cover the job though, because taking a job and then turning it down later will not endear you to the company.

Initial listings sent out by mass email are generally the easier and lowest paying gigs. Most schedulers will (for obvious reasons) want to evaluate your work before making additional and bigger assignments. New mystery shoppers may need to specifically apply for an open job (by email) while long-term shoppers may be given the option of automatically taking the job on the spot with an online click. This means that new shoppers must be quick, or the old timers will scoop the jobs. If you want the assignment, respond quickly and professionally. Then, follow up and do a good job.

Your First Mystery Shop(s)

Be sure to read all directions provided. Some may be included in emails. Others are on site and linked. Print these out and/or take careful notes. Details are critical when mystery shopping and can make or break the shop deal. If you go to the wrong branch, shop during the wrong hours, or forget to get a copy of the receipt, you’re not likely to get another assignment, and you probably will not be reimbursed.

All shops have different requirements. Go over the specifics carefully. You may be required to time to the second on certain things (like drive line times at pick up windows), take down the names of certain employees (discretely of course), or listen for certain phrases (“welcome to . . .” or  “thank you for shopping at . . .”)

Some shops require certain purchases (item under $1 from a candy counter), a certain dollar amount of gas, an appetizer before the main course, or very specific foods from the bar (roast, potatoes, bread). In some cases, you’ll be asked to evaluate the outside of the establishment (parking area and landscaping) or bathrooms (cleanliness, stocking).

Some of the newer shops require photos (usually digital), audio, or video taping. If you take such shops, make sure that you have the proper equipment and that you are familiar with how to use the gear. Practice ahead, or you may ruin the shop by not getting the required documentation. Frankly, it’s better to start with more traditional shops and get a feel for the industry before tackling the high-end technical jobs.

Make mental notes and take a few seconds to think about the shop before walking in. Even simple shops can seem complicated, especially the first time around. If you’re required to give the hair color of the cashier and to include whether the server wore glasses or not, that’s simple but can easily be missed if you’re not on top of your game.

Do not review or make notes out in the open, but do consider carrying a small notepad in your purse or pocket. You can scribble down exact times (if required) and the names of employees (watch spellings carefully) while in a bathroom stall or out in the car before driving away.

Once you’ve completed the shop, attend to the paperwork as quickly as possible. Details can fade quickly with time. The sooner you put your observations to paper the better. In most cases, you can download the final form, fill out the blanks (drive a block away to do more detailed notes) and then transfer the information online when you get home.

As a general rule, most mystery companies require paperwork within 24 hours. This almost always includes an online form to be filled out and submitted electronically and also may include faxing or scanning and emailing such extra documents as receipts or signed forms from management.

Note Feedback

Some mystery companies provide feedback on all shops. They may have a rating system in place with a numbered scale (which may or may not be visible to the shopper). High ratings mean that you’re more likely to get more shops, while lower ones will push you to the bottom of the list.

Check the online space and keep track of any scores or feedback listed. Make any adjustments noted on following shops. Unless you made major mistakes, a slighter lower score on an early shop probably won’t make a huge difference.

If the scheduler rates lower and suggests more detail, then include more on the next shop. If scores are lower than the top rate (and no details noted), consider emailing and asking what’s needed to make the shop better the next time, but first review any online material. A quick comparison with an online example can often help a shopper identify areas where improvement is needed and will save the scheduler from having to repeat information over and over.  

In other cases, the scheduler may email thanking you for your work with or without observations about the quality. This varies from company to company. Some are more organized and detailed on feedback while others are not. It’s usually safe to assume that the shop was solid if you don’t hear otherwise (or don’t see a lower scale rating on your shopping list).

Feel free to email back with a quick “thanks for the shop” or to express an appreciation for any tips offered.  Schedulers are people too (of course) and enjoy some personal acknowledgement. Don’t expect a response or to become a chronic email buddy. The scheduler is busy working with a number of shoppers and business clients, but your name will ring a good bell and be higher on the “to-work-with” list if you’re a solid shopper and personable on a professional basis.

Help Out in a Pinch

One way to be highly valued even as a new mystery shopper is to help out on short notice or with a hard-to-fill shop. From time to time, a shopper will cancel or just not show up as scheduled, and a scheduler may need to find a bail-out shopper at the last minute. Often, extra pay is offered for these emergency shops. If you’re asked to drive outside your normal range, the scheduler may tack on extra for gas and time.

If you can fit in a last minute shop or one going begging, then do so. Everyone knows how frustrating it can be to have a job to do and no easy way to get it done. If you pitch in when possible, then you’ll be remembered fondly and be considered for better shops when available. It’s simple human nature to return favors. If you can help out your scheduler, then he or she will try to make sure that you’re covered in some way down the line.

More and Better Shops Will Come

As you continue to mystery shop with a specific company and as you begin to get offers from other companies (most shoppers work for several), you’ll likely get more options and better shops. In fact, the work can snowball. Unless you want to be a fulltime mystery shopper, then pick and choose carefully.

First, consider the pay. Although $5 to $10 for fueling a car and buying a candy bar sounds like pretty good pay, unless the gas station is close and unless the paperwork is pretty minimal, you’re not really coming out much ahead. Even if the purchases are covered (a few dollars on gas and a buck or so for the item bought), if you spend a couple of hours driving and doing paperwork, you’re not even making minimum wage.

With careful planning, it’s possible to schedule several small shops in one area and in the same time and make out fine with little shopping assignments. You might, for example, take the gas-station shop along with a restaurant shop nearby and then stop by a pet shop in the mall for a dog-food-purchase shop. When combined, you’ll make a few dollars, get a free meal, and some food for your pet.

Better paying shops do become available particularly if you’ve proven yourself to be a solid shopper. Often, these shops are offered directly through the scheduler and not posted on the main shop lists. Over time, you may be asked to take vacations (paid in full or only in part) or to visit amusement parks. Instead of getting a few dollars and a $6 lunch, you may be compensated with high priced tickets or items and sometimes pretty sizable cash pay outs. In some cases, you get a break-even deal but get to cover an enjoyable assignment without paying anything out of pocket. A free weekend at a motel or a day at the zoo followed by a quick report can be appealing.

Don’t Bank on Mystery Shopping as Your Day Job

Though a few top mystery shoppers make pull in $1000 per month in income and incentives, a more average active shopper hits in the $300 to $600 range. This can be an attractive second or hobby income but not a full time profession. If you’re thinking full-time job, then consider the scheduling end rather than the actual shopping.

Ball Park Figures

Low end shops (retail) run in the $10 range per shop though may go up to $25 or $30 for more detailed reports and with incentives for hard-to-fill assignments. The higher paying work, including evaluating car dealerships, checking out gyms and banks, typically pay out $30 and up per shop but do require more time and paperwork. Newer high-tech jobs including audio/video often go $50 or more per assignment. Some of the high-end restaurant shops do not include a cash payment but may total $50 to $100 in food and drink values. Jobs and pay outs vary a lot from company to company and from time to time.

It’s important to read carefully and note what is and what is not covered when doing mystery shops. Many restaurant shops do not factor in the tip, for instance. A high end free meal may end up costing $20 for the tip, though many would still consider that a good deal if they enjoy the restaurant trip.

It’s also important to keep track of expenses, since those can be written off against earnings on taxes at the end of the year. Keep track of mileage, uncovered fax bills, and other related expenses not directly covered by the mystery-shopping company. Good records are important.

Come up with some sort of system to log companies, jobs, costs, and payments. When you’re a private contractor or freelancer, then it’s critical to keep records in order. A missed assignment or missed payment can be a real problem. Paying taxes on actual income versus the money made over and above expenses is also costly.

Mystery Shopping - Just the Ticket for Some

Mystery shopping can be a lot of fun. You get to visit new places, meet new people, and can make a real difference in the quality of service provided to other customers. You can enjoy free food, free products, and make a little cash on the side while contributing to the greater good.

It does take some time and effort to get started, and some mystery shops are much more enjoyable than others. Some companies are easier to work with while others are pretty impersonal. Some schedulers are great while others are demanding and not very responsive.

Try a few shops. If you enjoy the field, then you can stay pretty busy (if you desire) or can pick and choose depending on your own schedule and personal preferences. Mystery shopping is very flexible, and can be a good way to fill small or even large chunks of free time. Whether you enjoy a free meal every couple of months or like to have some spare change to help on bills, you can set goals and make your own mystery-shopping life work for you.

External Links:

• MSPA - International Organization - Offers MS Classes and Certifcations